Moncler has officially opened a new flagship store on New Bond Street in London, a significant move for the brand as it continues to expand its presence in the city. This new location spans 330 square meters, occupying an entire building previously home to the German jeweler Wempe. Designed by the renowned architect studio Giles & Boissier, who have collaborated with Moncler for several years, the store is a striking blend of contemporary glamour and English heritage.
Moncler’s CEO, Remo Ruffini, has expressed a desire to bring more energy to the area, especially as the nearby Old Bond Street is increasingly dominated by high-jewelry brands, impacting foot traffic. The New Bond Street location, just a short walk from the brand’s existing store, is set to close by late next year. It occupies a coveted spot in one of the world’s most expensive retail districts, with New Bond Street ranking third globally for rent per square foot.
The store’s interiors feature a mix of luxurious design elements, including green marble, red lacquer rooms, and private appointment spaces adorned with damask furnishings. The boutique emphasises a homey atmosphere, with mannequins sitting on furniture and products displayed on tables rather than racks. The store stocks Moncler, Grenoble, and Genius collections, along with footwear, and included a special collaboration with Jony Ive, who designed a unique dark blue version of a jacket for the opening.
Ruffini’s vision for the store reflects a broader strategy to focus on local communities rather than tourists, recognising the challenges of doing business in the UK amidst rising taxes and other economic factors. Moncler’s presence in London is well-established, with the brand operating eight stores in the city, as well as locations in Manchester and Edinburgh.
In addition to the store’s opening, Ruffini collected the Trailblazer Award at the British Fashion Council’s Fashion Awards, celebrating his achievements and Moncler’s continued success, including a reported 18% rise in sales for Q1. Ruffini’s forward-thinking approach to retail, blending energy, innovation, and luxury, positions Moncler to thrive in London’s ever-evolving fashion scene.
Remo Ruffini’s energy, drive, and vision have been the cornerstone of Moncler’s remarkable transformation, turning the brand from a company on the brink of bankruptcy in 2003 to a global powerhouse with a market capitalisation of €13 billion and annual revenues approaching €3 billion. When Ruffini took control of Moncler, the company was in dire financial straits, but under his leadership, it has experienced a stunning turnaround. His determination to push the brand forward not only revitalised the core business but also expanded its scope significantly, cementing Moncler’s position in the luxury market.
Ruffini’s boldness was evident early on when he acquired Stone Island, an iconic Italian clothing label, in a strategic move to diversify Moncler’s portfolio. But perhaps his most innovative contribution has been the creation of Moncler Genius, a groundbreaking initiative that brings together a diverse range of international creatives to collaborate with the brand. Through Moncler Genius, Ruffini reimagined the boundaries of fashion, art, and design, showcasing the brand’s versatility and its ability to stay ahead of trends.
The recent Moncler “City of Genius” event in Shanghai serves as a prime example of Ruffini’s visionary approach. This immersive experience featured a mix of cutting-edge art and fashion installations by global talents like Chinese calligraphy artist Xu Bing, rapper and designer A$AP Rocky, fashion designer Rick Owens, and multidisciplinary Chinese artist LuLu Li. LuLu Li’s AI-enhanced experience bridged the gap between imagination and reality, showcasing Ruffini’s knack for blending art and technology in a way that creates a lasting impact. The event was a manifestation of Ruffini’s strategy of hosting high-profile, selective events that define Moncler and leave a cultural mark, further establishing the brand’s creative legitimacy.
Looking back at his early goals, Ruffini admits he never anticipated this scale of Moncler’s growth. His initial vision was simply to build a brand that authentically represented both mountain wear and city life. Today, Moncler is an emblem of luxury, fashion, and innovation, transcending its original niche in outdoor apparel.
Ruffini’s influence extends beyond Moncler’s growth; he has also strengthened the company through astute financial strategies. Through his investment vehicle, Double R, he now owns over 16% of Moncler, making him the largest individual shareholder. In September, LVMH acquired a 10% stake in Double R, forming a key partnership that provides Ruffini with more resources to fuel growth. Over the next 18 months, Double R plans to increase its stake in Moncler to 18.5%, giving Ruffini even more control. LVMH’s investment underscores strong confidence in Ruffini’s leadership and vision.
Ruffini’s relationship with Bernard Arnault, chairman and CEO of LVMH, has been especially crucial. Arnault’s long-standing support of Ruffini is built on trust and mutual respect. When two long-term shareholders exited Double R earlier this year, Ruffini turned to Arnault for help. Arnault’s swift decision to invest in Double R not only provided vital financial backing but also offered peace of mind to Ruffini, who now feels more secure with LVMH’s investment backing his future plans.
With LVMH’s support, Ruffini has the resources to further solidify Moncler’s position in the luxury sector while continuing to drive innovation through collaborations and creative projects. The partnership between Ruffini and Arnault reflects a shared vision for Moncler’s future, one that blends the brand’s rich heritage with forward-thinking luxury.
Ruffini’s ability to lead Moncler through both financial and creative transformations has made him a trailblazer in the luxury industry. His relentless energy and focus on cultivating a brand that balances creativity and commerce have reshaped the luxury landscape, ensuring Moncler’s ongoing success for years to come.
Bernard Arnault has been one of the most influential figures in Remo Ruffini’s journey with Moncler. Arnault has consistently praised Ruffini’s leadership, calling Moncler “one of the most significant entrepreneurial success stories in the industry over the past 20 years.” According to Arnault, Ruffini’s remarkable leadership has not only transformed Moncler into a global luxury powerhouse but also solidified the brand’s leadership position in the sector. Arnault’s support goes beyond admiration—he expressed his “delight” in investing in Double R, which reinforces Double R’s position as the leading shareholder in Moncler. This investment allows Ruffini to maintain Moncler’s independence while further ensuring the brand’s future.
Despite the strong partnership with LVMH, Ruffini has made it clear that there is no grand strategic plan or major merger-and-acquisition ambition. He emphasized that the focus is on gradually increasing Double R’s stake in Moncler, with no immediate plans to expand the business into a large luxury conglomerate like LVMH, Kering, or Richemont. Ruffini’s vision for Moncler is simple: to build a brand that stands apart in the luxury industry, respected by both its peers and its consumers. This focus on preserving Moncler’s identity and unique position in the luxury market remains central to his leadership philosophy.
Ruffini’s vision for the next generation is not about creating a sprawling luxury conglomerate or chasing after the type of acquisitions that have become synonymous with the likes of LVMH or Kering. Instead, his dream is much more personal: he wants to ensure that his sons, working together, can forge their own path and continue to build on the foundation he has laid for Moncler and Stone Island. “My dream is that my two sons, together, can be a great force in this world,” Ruffini shared, adding that this vision is what brings him the most satisfaction. This deeply personal approach to business underscores the kind of legacy Ruffini hopes to leave—one rooted not in the accumulation of brands or wealth, but in fostering a lasting impact through family, collaboration, and innovation.
“My family would like to thank the London team for the warm welcome at the pre-opening of the New Bond Street store. The launch party was filled with buzzing energy, and I look forward to vitality it brings in the near future” – Dapper Dylan
In contrast to the media speculation that Moncler might acquire Burberry, Ruffini was unequivocal, stating that he had never even considered such a move. He also spoke highly of Joshua Schulman, the CEO of Burberry, praising his leadership and the steps he has taken to revive the brand. Ruffini’s respect for Schulman runs deep, as he recalls the pivotal role Schulman played in helping Moncler gain a foothold in the U.S. market when Schulman was CEO of Bergdorf Goodman. Ruffini’s comments show that, while the press may speculate about major industry shifts, his focus remains on building Moncler and Stone Island with the same passion and vision that have driven their success so far.
Ruffini’s approach to both business and family reflects his deeper values, which are rooted in authenticity, collaboration, and legacy. Rather than looking outward for expansion or acquisitions, his attention remains on nurturing the brands he has cultivated and ensuring they remain true to their unique identities in an ever-evolving luxury market.
