Moncler Group has named a respected fashion executive to the key post at Stone Island with Robert Triefus becoming CEO of Sportswear Company SpA, the firm that develops, produces, and distributes the Stone Island brand.
He joins as of 1 June and will be reporting to the Sportswear Co board, chaired by Carlo Rivetti.
Triefus has a stellar track record and joins Stone Island from Gucci, where for the last 15 years he’s taken on roles of increasing responsibility on the company’s executive committee.
Most recently he was CEO of Gucci Vault and Metaverse Ventures and senior executive VP, corporate & brand strategy. Before that he was executive VP, brand and client engagement.
He was also on the board of the Kering Foundation and was Chair of Gucci’s Chime For Change advisory board.
Before his long stay at Gucci, he was executive VP of worldwide comms at Giorgio Armani from 1999 to 2008 and senior VP of worldwide comms for Calvin Klein from 1994 to 1999.
Stone Island became part of the Moncler Group in March 2021 and in its last financial year it generated €401 million in revenues, 63% through wholesale and 37% through DTC. EMEA is its biggest market with 69% of 2022 revenues generated there, compared to 20% in Asia and 11% in the Americas. So there’s clearly a huge opportunity for the brand in those latter two markets.
Mocller’s chairman Remo Ruffini said of the appointment: “After a first phase during which the company has taken direct control of its most important markets while developing a strong direct-to-consumer culture, Robert will now be instrumental in driving the strategic development and resonance of the Stone Island brand worldwide, always capitalising on its unique roots.”
And Carlo Rivetti added: “I am convinced that his outstanding industry experience and deep knowledge of brand strategy, combined with the valuable contribution of the Stone Island team, will enable the brand to achieve its full potential.”
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