23 MOnCLeR GROUP22 MOnCLeR GROUP MONCLER GROUP 2023

Born on 1 April 2021, Moncler Group, with its two brands Moncler and Stone Island , represents the expression of a new concept of luxury, which embraces the search for experientiality, inclusivity, a sense of belonging to a community and the mixing of diverse mean- ings and worlds including those of art, culture, music and sport. United by the beyond fashion, beyond luxury philosophy, these two Italian brands strengthen their ability to interpret the evolving cultural codes of the new generations.

Alongside maintaining their brands identities highly inde- pendent and based on authenticity, on the constant search for uniqueness and on the extraordinary bond with the consumers communities, the Group intends to bring together its entrepre- neurial and managerial cultures as well as business knowledge and technical know-how of its brands to strengthen their competitive- ness and enhance their important growth potential, while sharing the culture of sustainability.

MONCLER BRAND The Moncler brand was born in 1952 in Monestier-de-Clermont, a small village in the mountains near Grenoble, with a focus on sports clothing for the mountain.

In 2003, Remo Ruffini purchased Moncler and started a pro- cess of repositioning through which the brand took on an even more distinctive and exclusive style, evolving from a line of prod- ucts used purely for sport purposes to versatile lines that clients of all gender, age, identity and culture can wear on any occasion and where outerwear, while being the brand s identifying category, is gradually and naturally integrated with complementary products. Under his leadership, Moncler pursues a philosophy aimed at cre- ating products that are unique, of the highest quality, versatile and constantly evolving while always remaining true to the brand s dnA guided by the motto born in the mountains, living in the city .

Tradition, uniqueness, quality, consistency and energy have always been the distinctive features of the Moncler brand that over the years has been able to evolve while remaining consistent with its dnA, heritage and identity, in a continuous search for an open dialogue with its many consumers in the world.

STONE ISLAND BRAND A culture of material research, innovation and functionality are the values that have always defined Stone Island, an apparel brand founded in 1982 by Massimo Osti and Carlo Rivetti, with a center of excellence in Ravarino a small town in the province of Modena and intended to become a symbol of extreme research on fibres and fabrics, applied to an innovative design.

It is truly through the study of form and the handling of ma- terials that Stone Island finds its own language, which has extreme research and maximum functionality as founding pillars. each Stone Island piece is born from a perfect synthesis between ex- perimentation and usability, between the study of fabrics and ratio- nality. The study of uniforms and work clothes becomes the Stone Island observatory in defining a concept in which the function of the garment goes beyond aesthetics.

An on-going and in-depth investigation on the transforma- tion and ennobling of fibres and fabrics, and on the unique ability to intervene on the finished garment through continuous dyeing ex- periments have led, over the years, to the discovery of materials and production techniques never previously used and to the develop- ment of more than 60,000 different dye recipes.

MONCLER GROUP: A HISTORY OF INNOVATION DEEPLY ROOTED IN TRADITION

The Moncler Group has, as main strategic objective, the develop- ment of its brands in an authentic way while enhancing their strong uniqueness, also through a constant contamination of diverse en- trepreneurial and managerial cultures as well as business knowl- edge and technical know-how.

The Moncler Group strategy is underpinned by four pillars.

BeCOMe A LeAdeR In THe neW LUxURY SeGMenT The Moncler Group with its two brands Moncler and Stone Island represents the expression of a new concept of luxury, far from the traditional stereotypes, which embraces the search for experientiality, inclusivity, sense of belonging to a community and contamination of different worlds including those of art, culture, music and sport. United by beyond fashion, beyond luxury philosophy, Moncler and Stone Island intend to consolidate in the new luxury segment, strengthening their ability to interpret the evolving cultural codes of the new generations.

BUILd A GLOBAL GROUP ABLe TO FULLY enHAnCe ITS BRAndS POTenTIAL AT GLOBAL LeVeL Under the leadership of Remo Ruffini, Moncler has followed a growth strategy inspired by two key principles: to become a global brand and to be more direct to consumers. The Moncler Group aims at sharing knowledge and experience with both its brands to fully capture their growth potential globally, maintaining their unique positioning while strengthening their direct to consumers approach

deVeLOP ALL dISTRIBUTIOn CHAnneLS WITH An OMnICHAnneL APPROACH, SUPPORTed BY A STROnG dIGITAL CULTURe engaging directly with clients through every channel and touch point, involving them, understanding their expectations even when unspoken and creating unique and distinctive experiences in its stores, are the cornerstones of the relationship that the Group strives to develop with its community to never stop surprising it. The Group is pursuing a strategy of integrated development of its distribution channels knowing that thinking, defining and implementing its strategy digitally is key to sustain future growth.

FOLLOW A SUSTAInABLe GROWTH PATH TO CReATe VALUe FOR ALL STAKeHOLdeRS Moncler has been progressively strengthening its commitment to a long-term, sustainable and responsible growth, fully integrated into the Group s strategy and entirely embraced by Stone Island as well. The Group s plan is based on five strategic priorities: climate change and biodiversity, circular economy and innovation, responsible supply chain, enhancement of diversity and support for local communities.

GROUP STRATEGY