prada-distribution-strategy

Prada Distribution Strategy

Business / By / March 15, 2023

Prada follows a direct distribution strategy, where most of its sales happen through its direct stores. This is a critical strategy for a luxury group like Prada as it enables the company to have tight control over the perception of the brand for its customers, at each step of the way. Indeed, in 2022, Prada generated over 90% of its revenue from direct distribution.

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Prada Business Model

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The family-owned Italian luxury brand – Prada – generated over four billion euros in revenues for 2022. Among Prada brands, Prada made more than 87% of the company’s revenues, followed by Miu Miu and Church. Prada also owns Marchesi 1824 (a luxury bakery) and Car Shoe (a shoe company) made about half a percent of the total revenues.

Prada Revenue Breakdown

prada-revenue
Prada generated €4.2 billion in revenue in 2022, primarily coming from its leading brand, Prada, which generated €3.25 billion, followed by Miu Miu, which generated €431 million, and Church’s which generated €29 million.
prada-revenue-breakdown

Prada Profits

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Prada generated €465 million in profits in 2022, compared to €294 million in 2021 and a net loss of 54 million in 2020.

Prada Revenue By Brand

prada-revenue-by-brand
Prada Group generates most revenue from Prada, followed by Miu Miu and Church’s. Prada generated €3.25 billion in revenue in 2022 and €2.54 billion in 2021. Miu Miu generated €431 million in 2022 and €346 million in 2021. And Church’s generated €29 million in 2022 and 29 million in 2021.

Prada Revenue By Product

prada-revenue-by-product
In 2022, Prada Group generated most of its revenue from leather goods. Indeed nearly 50% of the company’s revenue came from leather goods, for €1.86 billion. Followed by clothing with €1 billion in revenue and 29% of its revenue, and footwear with €690 million in revenue and over 18% of the total revenue.

Prada Distribution Strategy

prada-distribution-strategy
Prada follows a direct distribution strategy, where most of its sales happen through its direct stores. This is a critical strategy for a luxury group like Prada as it enables the company to have tight control over the perception of the brand for its customers, at each step of the way. Indeed, in 2022, Prada generated over 90% of its revenue from direct distribution.

Prada Stores

prada-stores
Prada had 422 direct stores in 2022, compared to 21 franchises, vs. 420 director stores and 21 franchises in 2020.

Miu Miu Revenue

miu-miu-revenue
Miu Miu is a crucial brand part of the Prada Group. Miu Miu generated €431 million in revenue in 2022, compared to €346 million in 2021 and €329 in 2020.

Church’s Revenue

churchs-revenue
Curch’s footwear is a brand part of the Prada Group. The company generated over €29 million in revenue in 2022 and 2021, compared to nearly €37 million in revenue in 2020.

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About The Author

Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
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