Acquisitions of Italian excellence by foreign groups are on the press daily, especially in areas such as fashion and apparel, pillars of Made in Italy. Remo Ruffini, Italian entrepreneur who acquired the French brand Moncler, on the brink of bankruptcy, in less than ten years achieved extraordinary results, including stock exchange listing. Let’s see what the secret behind this success is.
“I like the idea that Moncler is on a different path – stated the President and Creative Director Remo Ruffini interviewed by Il Sole 24 Ore – and I enjoy the fact that while large groups of French luxury sectors came shopping in Italy, and probably will continue to do so, we went shopping in France and were able, in less than ten years, to make of Moncler a global brand “.
All this is a source of pride for a meticulous entrepreneur who strategically managed to bring the brand to the IPO, which took place on December 16, with a rise of 46% before closing the first day and bringing the group to a growth of 3.7 billion Euros, being a trusted brand constantly growing.
Ruffini doesn’t hide that fact that while walking such a treacherous path some mistakes were made. “The ones I remember best are precisely linked to the product, when emotions took over. For example, when I fell in love with a French wool fabric and I used it for the exterior of many models. I pretended not to hear the objections of my engineers who warned me that the fabric was nice but too expensive and, more importantly, it would be ruined very quickly, disappointing Moncler customers. I was wrong even when we re-edited some jackets with a maxi logo, perhaps a bout of nostalgia for the 80s, the era in which Moncler was the best-selling brand among young people. I forgive myself, though. To innovate one has to take risks and sometimes be wrong. What’s important is listen to your people “.
Finally, a reflection on the future of his children and in general of the younger generation, who in Italy are unfortunately struggling because of the economic situation. “Me and my wife, we always thought that our children should have an education as international as possible: our kids studied here but also abroad and traveled extensively. I don’t want to influence their career paths and all in all I hope that, at least for the next ten years, they won’t work with me, but make their own experiences elsewhere. Italy is a wonderful country, even more appreciated when one lives abroad. I think that my children, like many of their peers, will spend their life traveling for business or pleasure, from one continent to another. But their roots, maybe their hearts will always be here “.