Loro Piana

In the small Piedmont town of Quarona, Pietro Loro Piana opened a wool mill in 1924. The family had been involved in textiles since the early 1800s, but Pietro, an engineer, formalized the business that would become synonymous with rare fibers. For decades, Loro Piana operated quietly as a fabric supplier to the world's finest tailors and fashion houses. The company's breakthrough came from its obsessive sourcing of exceptional raw materials: vicuña from the Peruvian Andes, baby cashmere from Mongolian goat kids, and extra-fine merino wool from Australia.

Loro Piana moved into finished goods in the 1980s, launching ready-to-wear collections for men and women. The brand built a reputation for quiet luxury, never chasing trends or flashy logos. Its signature Storm System coats, which bond cashmere to a waterproof membrane, became a cult item among discerning buyers. The company also developed proprietary technologies like the use of lotus flower fiber for summer fabrics.

In 2013, LVMH acquired 80% of Loro Piana for about €2 billion, valuing the brand at €2.5 billion. The remaining stake was bought in 2021. Under LVMH, Loro Piana has expanded from roughly 100 stores to over 200 worldwide, launched categories like home interiors and activewear, and opened a massive flagship in Shanghai. Yet the brand still avoids conventional advertising, no billboards, no celebrity endorsements, no runway shows. Its marketing is built on word of mouth and exclusive client events, including private trips to its vicuña reserves in Peru.[edit]