Company profile
- Industry
- Luxury goods
- Founded
- 1963
- Headquarters
- Paris, France
- Ownership
- Publicly traded
Profiles are auto-generated and infrequently updated.
Decisions on record
2 verified Decision Records on Kering (Gucci), and the casebook each one belongs to.
| Fork date | Decision type | What Kering (Gucci) chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 1999 | The Turnaround | Invite PPR as white knight | Gucci revenues fell 14.3% to €1.35 billion (2026) | Read the story → | The Turnaround Casebook → |
| 2023 | The Pricing Lens | Premiumize by subtraction | Gucci ended the collaboration with De Sarno on February 6, 2025 (2025-02) | Read the story → | The Pricing Lens Casebook → |
Videos on Kering (Gucci)
Run one of these yourself
The decisions Kering (Gucci) faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Growth & PortfolioThe Adjacency ExpansionWhen does the business next door belong to you?See the pack →Business ModelThe Pricing Model ChangeWhat does changing how you charge cost before it starts paying?See the pack →Crisis & ReinventionThe TurnaroundIs this plan a turnaround, and can it be finished?See the pack →
The analyses
The Adjacency Expansion · Growth & Portfolio
Kering Bet Everything on One House. The House Caught Fire.
Kering's 'concentrated luxury' model was sold as discipline. Then Gucci stumbled, and group operating income fell 46% in a single year to €2.6 billion. Now its own incoming CEO calls the structure an 'over-dependency.' The opposite bet — LVMH's 75+ houses — earned €86 billion the same year.
7 min
The Premiumization · Business Model
Gucci Called It "Premiumization." The Numbers Called It a Freefall.
Kering says Gucci is deliberately trading down volume for higher-end customers. But the brand's 2024 revenue fell 23% to €7.7B, and Kering fired its own creative director mid-reset. You can't tell elevation from collapse from the outside - and Kering couldn't either.
8 min
The Concentration Risk · Business Model
Kering Looks Like a Luxury Portfolio. It's a Leveraged Bet on One House's Mood Swings.
Kering owns Saint Laurent, Bottega Veneta, Balenciaga and more. Yet in 2022 one brand — Gucci — threw off €3.7B of the group's €5.6B operating income. When Gucci wobbled, group operating income fell 46% to €2.6B. That's not diversification. That's a single bet wearing a portfolio's clothes.
7 min
The Turnaround · Crisis & Reinvention
Two Levers Saved Gucci in the 1990s — With Only One Firing, Revenue Is Down 14%
Tom Ford gets the credit for saving a near-bankrupt Gucci in the 1990s. But the house that lost over $30 million in 1992 was rescued by two levers pulled at once — and Kering's current crisis, with Gucci revenue down 14% in early 2026, is proof of what happens when only one fires.
8 min