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Loro Piana‘s Comfort-First Approach Drives Billion-Dollar Luxury Empire – Italian luxury brand Loro Piana, renowned for its exquisite cashmere and elegant ready-to-wear, traces its success back to a simple desire for comfortable footwear, according to recent reporting. The company, now valued at over $2.7 billion following its acquisition by LVMH in 2013,initially gained traction by addressing a personal need within the founding family.
The story began in the 1920s in Viguzzolo, Italy, when Pietro Loro Piana started trading wool and other fabrics. By the 1970s, his grandson, Pier Luigi Loro piana, noticed a gap in the market for high-quality, comfortable shoes. Specifically, he and his brother Sergio sought footwear suitable for sailing, a passion of theirs. Existing options proved inadequate, lacking the necessary comfort and practicality. “We were looking for something comfortable to wear on the boat,” explains Pier Luigi Loro Piana.
Rather than accept the limitations of available products, the Loro Piana brothers decided to create their own. They began by sourcing the finest materials, initially focusing on suede uppers. This led to the advancement of two key styles: a classic loafer and the Open Walk,a slightly higher-cut model. The shoes quickly gained popularity not only among sailors but also among a broader clientele who appreciated their exceptional comfort. “We discovered people were using them also for formal wear as they were so comfortable,” says Pier Luigi. The success of the footwear line demonstrated the power of addressing a specific need with superior quality and design.
Today, Loro Piana operates over 130 boutiques globally, including locations in New York City (Madison avenue), London (new Bond Street), and Milan (Via Montenapoleone). The brand’s product range has expanded considerably beyond footwear to encompass a full spectrum of luxury apparel, accessories, and home goods, all underpinned by a commitment to exceptional materials and craftsmanship. The company remains a significant employer in the piedmont region of Italy, supporting local artisans and preserving conventional techniques.
The Loro Piana story exemplifies how a focus on problem-solving and personal needs can translate into a thriving global business.The initial investment in comfortable footwear, born from a desire for practicality on the water, laid the foundation for a luxury empire built on quality, innovation, and a dedication to the finer things in life.
Top: A model relaxes on Pier Luigi Loro Piana’s 81-foot sailing yacht, My Song, in a linen shirt whose collar is designed to stay standing, even in humid conditions.
Model: Loic Antina; Grooming: eduardo Bravo