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

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.

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.

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.