Luxury Figures

The Moncler Group Confirms the Solidity of its Strategic Choices in the First Quarter of 2026

By Eva Morletto22 avril 2026

The Moncler Group has just released its first-quarter 2026 results, which show a significant increase in sales to €880.6 million, up 12% (at constant exchange rates) and 6% (reported figures) compared to the same period in 2025. The strength of its business model is confirmed in an unstable environment.

Irish actor Jamie Dornan stars in Italian brand Moncler’s 2026 summer collection (Moncler)

The Milan-based Moncler Group is outperforming expectations at the start of 2026. It recorded revenue of €880.6 million, up 12% (at constant exchange rates). This remarkable performance illustrates the sound strategic choices to move upmarket that Moncler’s leadership has been making for several years.

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In detail, the eponymous brand remains the primary growth driver. It posted sales of €766.5 million, up 12% at constant exchange rates (6% on a reported basis). This momentum confirms the strength of its “functional luxury” positioning, which sits at the intersection of technical performance and high-end urban aesthetics. Moncler also continues to focus on more controlled distribution, which allows for better margin control and more rigorous management of its brand image.

Stone Island Strengthens its Premium Positioning Within the Group

Meanwhile, the group’s other flagship brand, Stone Island, is also continuing its growth trajectory, with revenue of €114.1 million, up 11% at constant exchange rates (6% on a reported basis). The brand’s gradual integration into the Moncler ecosystem now appears to have stabilized, with a strengthening of its premium streetwear positioning.

By geographic region, Asia (which includes Japan and Asia) was particularly strong in the first quarter, with a 22% increase in sales. The report highlights that China outperformed without providing further details. The Americas also saw a 7% increase. Only Europe saw a 1% decline, primarily impacted by the absence of shopping tourism due to the war in the Middle East.

Strategically, it is evident that the company has maintained a highly disciplined approach to the luxury market for several years. Priority is given to desirability and the customer experience, in a context where over-distribution is becoming a major risk for premium brands, impacting the strategy aimed at emphasizing product scarcity. Investments in innovation across the product range are also a priority for the group, as is the development of creative formats, with numerous collaborative projects, such as the “Brucolic” spring-summer collection, designed with American fashion designer Rick Owens and presented last January.

Key Points:

• The Moncler Group posted solid growth in the first quarter of 2026, with sales on the rise, confirming the effectiveness of its strategy to move upmarket.

• The Moncler brand remains the main driver, buoyed by its “functional luxury” positioning and a more controlled distribution strategy.

• Stone Island continues to grow at a steady pace, consolidating its integration and premium streetwear positioning within the group.

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