1.4 MARKET PRESENCE
MONCLER BRAND Moncler is present in all major markets both through the retail channel, consisting of directly operated stores (DOS1), the online store and the e-concessions, and through the wholesale channel, represented by multi-brand doors, shop-in-shops in luxury de- partment stores, airport locations and online luxury multi-brand retailers (e-tailers).
Moncler s strategy is aimed at the control of the distribution channel, not only retail but also wholesale and digital, where it op- erates through a direct organisation.
As of 31 December 2021, Moncler s mono-brand distribu- tion network consisted of 64 wholesale stores (shop-in-shops, SiS), an increase of one unit compared to 31 December 2020 and of 237 retail directly operated stores (DOS), an increase of 18 units compared to 31 December 2020, including the openings of the second flagship store in Milan, in Galleria Vittorio Emanu- ele II a new place for the community where the experience be- comes immersive involving all the senses including taste and in Chengdu Swire characterised by a new and young retail con- cept with spaces contaminated by other worlds such as that of art thanks to the collaboration with the emerging Chinese artist Gan Jian to create an audio-visual work of art exclusively for the store. Moreover, during the year, some of the existing retail stores were relocated in new spaces with a larger surface, including the en- largement of the iconic boutique in Rome in Piazza di Spagna and the relocation of the flagship store in Los Angeles in the presti- gious shopping neighbourhood of Beverly Hills.
MONCLER BRAND - MONO-BRAND RETAIL NETWORK
NUMBER 31/12/2021 31/12/2020 Net Openings FY 2021 Asia 117 104 13 EMEA 84 80 4 Americas 36 35 1 RETAIL 237 219 18 WHOLESALE 64 63 1
MONCLER BRAND - REVENUE BY GEOGRAPHY
MILLION EUROS Revenues2 % Change vs 2020 Change vs 2020 Change vs 2019 (at current (at constant (at constant exchange rates) exchange rates) exchange rates) Asia 894.8 49.1 +25% +26% +27% EMEA 624.5 34.2 +24% +25% -3% Americas 304.9 17.7 +38% +43% +20% Total 1,824.2 100.0 +27% +28% +14%
During the year, Moncler accelerated on digital transformation and, in line with an increasingly integrated digital vision aimed at personalising the experience and strengthening the relationship with the customer, completed the gradual internalisation proj- ect of the e-commerce (.com) started in 2020 in the United States and Canada and ended in 2021 with EMEA in May, Japan in July and China in October. See also pages 154-155. Furthermore, in May the new .com platform with a renewed concept was launched where the experience is at the centre of an ever more tailored cus- tomer journey inspired by the world of entertainment, guaran- teeing fluid navigation with customised contents and services including product personalisation features.
STONE ISLAND BRAND The Stone Island brand is distributed globally both through the wholesale channel and with direct presence (retail stores). Further- more, in some markets the Brand is managed by distribution con- tracts with qualifi ed and long-standing partners, selected on the basis of their high knowledge of the fashion sector. The Brand is cur- rently present in the most important department stores in the world, also with dedicated spaces (shop-in-shops), in the best multi-brand boutiques and in the main e-tailers, besides having developed a net- work of 30 directly managed mono-brand stores and the online store. In line with the Group s strategy aimed at the integrated develop- ment of its distribution channels, Stone Island has begun a path
Moncler launches a BIO-based and carbon neutral down jack- et on the market designed with plant-based and natural materi- als and a range of products made with recycled materials for the Grenoble line
Moncler organizes its first Hackathon, a real 24-hour digital mara- thon with 450 employees from all over the world coming together in an event dedicated to accelerating and generating innovation
Moncler extends OHSAS 18001 certification globally
2020 Moncler helps tackle the COVID-19 emergency by donating mon- ey, producing surgical masks, and applying a strict health and safety protocol to the benefit of employees, clients, and suppliers
Moncler is confirmed for the second year in a row as Industry Leader for Textiles, Apparel & Luxury Goods in the Dow Jones Sustainability World and Europe indices
Moncler renews its commitment to sustainable growth and pres- ents its Strategic Sustainability Plan Moncler Born to Protect
Moncler launches the Born To Protect range of jackets made en- tirely of sustainable materials
Moncler forms the Diversity, Equity and Inclusion Council
2021 G roup revenues exceeded two billion euros Moncler makes about 30% of Genius 2021 outerwear entirely with
sustainable fabrics
Moncler commits to going fur free from 2024 collections, and Stone Island, that is not using fur since 2018, confirm its pledge not to use it also in the future
Moncler launches new communication campaign We used to climb mountains. Now we must move them to confirm the promise to protect people and the planet
Moncler is confirmed for the third year in a row at the top of the Textiles, Apparel & Luxury Goods industry in the Dow Jones Sus- tainability Indices (DJSI) World and Europe
Moncler for the first time participates in the CDP Climate Change questionnaire achieving an A- score, is rated A by MSCI ESG Re- search and qualifies for the Sustainalytics 2022 Industry Top-Rat- ed Badge and Regional Top-Rated Badge
Moncler defines the new Strategic Sustainability Plan at Group level
Moncler completes the project of internalisation of the e-com- merce channel (.com)
Moncler announces the realisation of a new headquarters by 2024, a project having experience, well-being and sustainability at the core
Moncler contributes to the construction of the largest vaccine hub in Italy and donates devices and related connections to kindergar- tens, elementary and middle schools in Milan (Italy)
Stone Island joins Moncler from 1 April 2021
1 Including free standing stores, concessions, travel retail stores and factory outlets.
2 Data rounded to the last digit shown.
26 27 MONCLER GROUP
2021 MONCLER GROUPMONCLER GROUP