Over the years, the Prada Group has expanded its distribution network to include 612 directly operated stores (“DOS”) in the most prestigious locations of the major international shopping destinations, consistent with the image of each brand. The DOS serve as more than a primary sales function, and they are an important means of communication: they are brand ambassadors, conveying the image of each brand consistently and categorically and enabling the Group to monitor in real time the sales performance in various markets. This extensive network, the object of ongoing renovation, is a strategic asset for the Group, as it showcases the new collections and is the fulcrum of the omnichannel strategy. The Group’s e-commerce websites complete the customer journey, offering a constantly evolving shopping experience integrated with the physical stores.

The wholesale channel (department stores, multi-brand stores, franchisees and e-tailers) has been gradually streamlined in the past few years, using a very selective approach.