New Guards Group Company Overview and Growth

New Guards Group is a fashion company founded in 2010 by Loris Dirani. It's a relatively young company, but one that's already made a significant impact in the fashion industry.

The company is headquartered in Milan, Italy, and has since expanded to open offices in Los Angeles and New York. Its global reach is a testament to its growing influence and reputation.

New Guards Group is known for its innovative approach to fashion, often collaborating with emerging designers and artists to create unique and bold collections.

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The New Guards Group has a fascinating history that spans just over a decade.

The company was founded in 2015 by Claudio Antonioli, Davide De Giglio, and Marcelo Burlon.

In its early years, the group was laying the groundwork for its future success.

In December 2017, the company made a strategic move by acquiring an undisclosed stake in knitwear label, Alanui.

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This acquisition marked a significant milestone for the group, expanding its reach and influence in the fashion industry.

The New Guards Group continued to grow and evolve, culminating in a major deal in August 2019.

Farfetch purchased the group for a total of US$675 million, solidifying the group's position as a major player in the fashion world.

New Guards Group's business strategy is built around a strong focus on innovation and creativity. They have a keen eye for spotting emerging trends and talent in the fashion industry.

Their approach to investing in fashion brands is centered around a long-term perspective, with a focus on building strong relationships with founders and designers. This allows them to provide guidance and support that is tailored to each brand's unique needs.

By taking a collaborative approach, New Guards Group is able to help brands like Palm Angels and Heron Preston achieve rapid growth and success.

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In the fast-paced world of fashion, companies like PVH Corp. and Ralph Lauren have successfully expanded their global reach through strategic acquisitions.

Acquiring smaller, niche brands can be a cost-effective way to enter new markets and expand product offerings.

The average acquisition cost for PVH Corp. was around $100 million, allowing them to add new brands to their portfolio without breaking the bank.

This approach has enabled PVH Corp. to become one of the largest global fashion companies, with a portfolio of over 40 brands.

Acquisitions can also provide access to new technologies and manufacturing capabilities, as seen with the acquisition of Tommy Hilfiger.

Ralph Lauren's acquisition of Club Monaco allowed them to tap into the younger demographic and expand their presence in the premium denim market.

By acquiring existing brands, companies can avoid the high costs associated with launching new brands from scratch.

This approach also allows companies to leverage the existing customer base and brand equity of the acquired brand.

In the end, strategic acquisitions can be a key driver of growth and expansion for fashion companies looking to become global conglomerates.

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The New Guards Group annual revenue was $13 million in 2025. This figure highlights the importance of a solid business strategy in achieving financial stability.

A well-planned business strategy can lead to significant revenue growth, as seen in the case of the New Guards Group. Their annual revenue of $13 million in 2025 is a testament to this.

Understanding the financial performance of a company is crucial for making informed business decisions. The New Guards Group's annual revenue of $13 million in 2025 is a key indicator of their financial health.

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New Guards Group is a global fashion and beauty company that operates as a subsidiary of LVMH. It was founded in 2013 by Alessandro Bogliolo, Sergio Papi, and Andrea Chiuri.

The company's structure is designed to support its diverse portfolio of brands. New Guards Group has a team of experienced professionals working across various departments.

New Guards Group's headquarters is located in Milan, Italy, and it has offices in other major cities around the world. The company's global presence allows it to effectively manage its international brands.

Farfetch has acquired New Guards Group for $675 million, with the consideration split equally between cash and shares of Farfetch Limited.

Style Capital is eyeing the acquisition of New Guards Group, but its fate is in doubt following the rescue of parent company Farfetch by Coupang.

New Guards Group is home to 10 international brands, including Marcelo Burlon County of Milan, Palm Angels, and Heron Preston.

Farfetch Limited has acquired New Guards Group S.p.A., a platform for luxury brands' design, productions, and distribution, for a total enterprise value of US$675,000,000.

The acquisition supports Farfetch's strategy as the global technology platform for luxury fashion, empowering individuality and connecting creators, curators, and customers.

Farfetch Italia S.r.l., a subsidiary of Farfetch Limited, will pay the consideration, which will be split equally between cash and shares of Farfetch Limited.

Latham & Watkins represented Farfetch Limited and its subsidiary Farfetch Italia S.r.l. in the transaction, with a cross-border team led from Milan by corporate partner Stefano Sciolla.

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Style Capital is eyeing the acquisition of New Guards Group, a company that owns 10 international brands including Marcelo Burlon County of Milan and Palm Angels. New Guards Group also licenses Off-White and is the European partner of Reebok.

Style Capital's portfolio includes Re/Done, Forte Forte, and MSGM, which it acquired through various investments. It invested 130 million euros to acquire a 40 percent stake in LuisaViaRoma in 2021.

Style Capital has been actively expanding its portfolio, with recent investments including a majority stake in French brand Soeur and a 70 percent stake in Zimmermann. It's worth noting that Style Capital is selling a majority stake in Zimmermann to Advent, but retaining a significant minority holding.

Farfetch's rescue by Coupang has left the fate of its many assets, including Browns and Stadium Goods, uncertain. There are ongoing conversations with potential buyers regarding Browns, but no clear outcome has been announced.

New Guards Group has been the subject of some controversy, with some critics accusing the company of prioritizing profit over social responsibility.

The company's business model, which relies heavily on influencer marketing, has raised questions about the authenticity of the brands they partner with.

Some have also criticized New Guards Group for their lack of transparency regarding their manufacturing processes and supply chains.

The company's focus on high-end fashion has led to concerns about the environmental impact of their products.

New Guards Group has been accused of greenwashing, with some critics arguing that their sustainability efforts are not enough to offset the environmental damage caused by their operations.

The company has faced backlash from some fans and customers who feel that their partnerships with popular social media influencers have led to a loss of authenticity and exclusivity.

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