Cucinelli Says Luxury Group's Go-Slow Approach in China Will Help Protect Brand [Financial Post (Toronto, Ontario, Canada)]
BRUNELLO CUCIN UNSP/ADR (BCUCY)
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Source: Financial Post
Author of the article: You can save this article by registering for free here . Or sign-in if you have an account. (Bloomberg) — Luxury cashmere maker Brunello Cucinelli SpA is taking a go-slow approach to new openings in China as it looks to protect the brand's cachet. “We see great growth opportunities in the country, but don't count on us growing by 50 shops per year,” Brunello Cucinelli, founder and executive chairman of the Italian company that bears his name, said in an interview. Opening more than one or two locations per year would risk turning the luxury label into a commodity, Cucinelli said, speaking just after his return from a visit to China. “We don't want to overexpose our brand, so no logos, no paid influencers.” The store experience will also continue to be different than some peers, the founder said, with sales staff earning limited commissions and trained to avoid “jumping on” clients. Cucinelli's group earlier this month reported a rise in sales for
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