Moncler: a success story written in the high mountains

In the 80s, rich young people from Milan started to wear Timberland shoes, Burlington socks, Ray-Ban glasses and Moncler coats. One of these young people was Remo Ruffini. In other words, the Italian investor who will buy Moncler in 2003.

Moncler was founded in Grenoble in 1952 by French entrepreneur Rene Ramillon. Having thought of putting goose down between two pieces of fabric, Ramillon focused on the camping equipment sector, especially sleeping bags, with this product. Seeing that the workshops were not getting too hot during the winter season, Ramillon decided to produce vests for the workers this time with the same material. Ramillon's mountaineer friend Lionel Terray demanded that he manufacture the same equipment for the climbers. And that's how Moncler's story of climbing high mountains began.

Initially producing clothing for mountain sports, Moncler became the official supplier of the French national team at the 1968 Winter Olympics held in Grenoble. In this process, the well-known brand started to use the cockerel logo. The brand achieved great success in the early 1980s. According to Le Figaro, the wealthy youth of Milan started to wear Timberland shoes, Burlington socks, Ray-Ban glasses and Moncler. One of these young people was Remo Ruffini. In other words, the Italian investor who will buy Moncler in 2003.

Ruffini, who returned to Italy after studying marketing in Boston, became one of the most determined advocates of the Moncler brand, while the brand, whose sales had plummeted in the previous period, changed hands in 1993 and was bought by an Italian brand. Five years after the acquisition, Ruffini became the group's creative director; In 2003, he acquired Moncler entirely.

In its 60th year, that is, in the first half of 2012, Moncler increased its sales by 38 percent to 155 million euros.

ORIGINS

The Moncler brand was created from an acronym for Monestier de Clermont, a mountain village near Grenoble in France. René Ramillon and Andrè Vincent founded their company here in 1952, which they developed mainly to offer sportswear for mountaineers. The first Moncler puffer jacket was produced in 1954 and was an instant hit with its outstanding technical performance. Moncler supplied the technical equipment for the Italian expedition to K2 that same year; It provided technical equipment for the French expedition to Makalù in 1955, and Moncler became the official supplier of the French ski team during the 1968 Winter Olympics in Grenoble. In the 1980s, Moncler clothing became more commonplace, becoming a fully-fledged "fashion phenomenon" among young consumers.

The Moncler brand was acquired in 2003 by Remo Ruffini, who implemented the global inflatable jacket strategy. Working on fit and materials, Moncler's international spirit has become more and more recognizable, and its uses have spread to everyday life.

Backed by private equity in 2005, Mittel S.p.A and Progressio S.g.r. Spa. They logged into Moncler. In addition to contributing to the relaunch and reorganization of the brand, they created a foundation for future developments.

In 2006, the first luxury segment collection named Gamma Rouge for women, bearing the Moncler brand, was launched. The garments in the Gamme Rouge collection have achieved great success in terms of quality, design and interest in production.

Established in 2007 in an inner city location, the first directly operated Moncler store opened in Paris. The Paris boutique has signaled that a number of stores will begin to open in key cities across Italy, Europe, Asia, Japan and the Americas.

In 2008, private equity fund Carlyle entered Moncler, thus contributing to the brand's growth plans. In 2008, the Moncler Japan joint venture was also established to distribute the products in the Japanese market.

In line with the strategy of diversifying the product range, Gamme Bleu, the first Moncler collection for men, was launched in 2009, following the launch of the Gamme Rouge line for women. The collection showcases canvas puffer jackets that add a unique touch to the product.

In 2010, the first Moncler branded Grenoble collection, designed for men and women and developed for outdoor sports, was launched. The collection, which includes technical but still fashion elements, was developed by being inspired by the brand's old-fashioned clothing products especially for skiing.

In June 2011, Moncler shareholders decided to strengthen their partnership structure by signing an agreement with Eurazeo.

2013 STOCK REGISTRATION

On December 16, 2013, Moncler (MONC IM; MONC MI) began trading on the Italian Stock Exchange. By the end of the first trading day, it had increased by 47%, making it Europe's most successful IPO in 2013, as well as Italy's largest IPO since 2011. The initial public offering price was set at €10.2 per share, corresponding to a market capitalization of €2.55 billion at the top of the price range determined at the time of the offer. Demand from institutional investors worldwide was equal to 31 times the offer, while Italian retail demand was almost equal to 20 times the offer.

September 2022

Italian luxury brand Moncler brought together 18 thousand people in Milan for its 70th anniversary.

The luxury clothing brand Moncler, founded in France in 1952, celebrated its 70th anniversary in Milan, the fashion capital of Italy.

18 thousand people wearing the brand's signature model 'Maya' jacket created an unforgettable image in the Duomo square by wearing exactly the same combination.

"We saw an excellent portrait of Moncler's future in the Duomo square last night," said Remo Ruffini, CEO of the brand.

Famous names who came to watch the show included Pharrell Williams, Anne Hathaway, Alessandra Ambrosio, Colin Kaepernick, Elsa Hosk, Normandi, Shailene Woodley, Future and Maria Sharapova.

With this show in Milan, the brand started its 70-day celebration marathon in different parts of the world.