Against the current and escaping the rates: Prada bought Versace for 1.25 billion

The Italian fashion brand Prada announced Thursday that it has reached a definitive deal with the US group Capri Holdings to acquire 100% of its rival Versace for 1.25 billion euros-a business that was at risk and due to Donald Trump’s trade war.

The merger of the two legendary brands will create an Italian luxury group with annual recipes of more than 6 billion eurosallowing you to compete with other industry giants, such as French LVMH and Kering.

“We are very happy to receive Versace in the Prada Group and build a new chapter for a brand with which we share a strong commitment to creativity, crafts and legacy,” he said Patrizio Bertell, chairman of the Prada Group, in a statement quoted by the agency AFP.

This agreement Contrary to the trend of recent yearswho saw big names in Italian fashion, such as Gucci, Fendi and Bottega Veneta, pass into the hands of their French competitorsnote AFP.

According to, the Prada is trying to expandafter challenging the softening of the search for luxury products in recent years: on the other hand, the Versace has been registering losses in the last quarters.

The future Italian group It is still far from the French giants: LVMH’s revenues reached almost 85 billion euros in 2024 and those of Kering at 17 billion euros.

A Capri Holdings, que acquired Versace in 2018 for 1.83 billion of euros, had to accept a sharp reduction in the amount achieved with the sale, in a unstable economic context due to the crisis in the luxury sector and the launched by Donald Trump in recent weeks.

According to the initial objective of the transaction was about 1.4 billion euros, but the value has been negotiated down in recent days.

Founded in 1978 by the designer Gianni Versace And your holy brother, Versace is an Italian fashion icon, known for its ostensible style. But the brand has lost part of its prestigious aura (and sales volume) since its acquisition by Capri Holdings.

Although their styles are opposite, with the BARROCA EXUE OF VERSACE in contrast to the sophisticated minimalism of Pradathe union of the two iconic brands can yield positive resultsthe design consultant Antonio Bandini Conti tells AFP.

“Prada will be able to resurrect a brand that was dying and give you a new life, a new light”, Consider accounts.