The Strategy Behind Miu Miu’s Explosive Growth

11 Mar 2024

How did Miu Miu grow by 58 percent last year? CEO Benedetta Petruzzo breaks down the plan that has powered eye-popping acceleration in a slowing luxury market.

KEY INSIGHTS:
Growth at Prada’s Miu Miu label is far outpacing the wider luxury market: retail sales were up 58 percent in 2023, and accelerated by 82 percent in Q4.
The brand’s success is due to a product and styling revamp that speaks to a broad church of consumers, “conversational” pieces and strengthened operations.
CEO Benedetta Petruzzo, who joined in 2020, is convinced Miu Miu is just starting its growth spurt.