Luxury Figures

Prada Exceeds Expectations for the First Half of 2026

By Eva Morletto30 juillet 2026

At the end of the first half of 2026, the Italian fashion giant reported revenue of more than 3 billion euros, up 16% compared to the same period the previous year. Excluding the contribution from Versace, which was recently added to the group’s portfolio, growth still reached 5%, a level that exceeded market expectations.

At the end of the first half of 2026, the Italian fashion giant reported revenue of more than 3 billion euros (Shutterstock)

However, this performance was accompanied by a slight erosion of margins, a direct consequence of the initial costs associated with the integration of the iconic Versace brand. This acquisition is part of Prada’s expansion strategy, which aims to strengthen its critical mass while positioning Versace as a new growth driver capable of competing with the world’s leading luxury groups.

“We are closing out the first half of the year with solid results, supported by an acceleration in business in the second quarter,” said Andrea Guerra, CEO of the Prada Group.

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The Prada Brand: the Group’s Main Driver

After a positive start to the year, the brand picked up momentum in the second quarter with a 6.6% increase in retail sales. Meanwhile, Miu Miu, whose exceptional growth had marked previous fiscal years, continues to grow, albeit at a more moderate pace. The brand’s sales rose by 2.6%, a slowdown the group attributes in part to the conflict in the Middle East.

Fragrances on the Rise

Other business segments also posted positive results. Wholesale sales are rising, and revenue from licensing, particularly in fragrances, posted a strong 73% increase, reaching 116 million euros. This diversification is also helping to strengthen the group in an economic environment that remains uncertain.

Geographically, Asia-Pacific remains Prada’s most dynamic market, with a 15% increase. In Europe, the group’s second-largest market, the picture is more mixed, although the second quarter showed a clear recovery thanks to the gradual return of international tourists and improved local demand.

Conversely, as with other luxury groups, the Middle East was the main weak point of the half-year, with sales falling by 29%.

Versace: The Group’s Next Strategic Challenge

The integration of Versace is now one of the group’s key strategic priorities. Management had anticipated this impact, viewing it as a necessary investment aimed at reorganizing the brand and making it more competitive.

Prada emphasizes that the true turnaround is expected to begin in 2027, following the arrival of the new creative director, Pieter Mulier. This transition is highly anticipated, as it is expected to redefine the brand’s creative positioning and sustainably reignite its growth.

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