From a small artisan workshop in the heart of Milan to an international fashion brand: “Prada, a family story”, the new book by Thomas Ebhardt, also author of the biographies on Sergio Marchionne e Leonardo DelVecchio – both with over 100 thousand copies sold – reveals previously unpublished aspects of the group's birth and its future prospects. Among the topics covered, details on the family succession plan stand out, in which Lorenzo Bertelli, son of Miuccia Prada and Patrizio Bertelli, is preparing to take over from his parents both as manager and as the main shareholder of the family holding company.
This is the story of a family business listed on the Hong Kong Stock Exchange, owner of some of the most sought-after brands, such as Miu Miu, and which challenges the conventions of the luxury sector by breaking the rules of fashion. The book tells this success story that embraces fashion and industry, art and sport, passing through the America's Cup, exploring company archives, historical sources and documents never consulted before. It all starts with the meeting between Miuccia Prada and the Tuscan entrepreneur Patrizio Bertelli, her partner in life and in business, who has made vertical management and complete control of production, distribution and sales his hallmark. Tommaso Ebhardt retraces the past, present and future of the company, using crucial testimonies to reveal previously unpublished details about the origins of the group and its future plans.
“Prada, a family history”, the book by Tommaso Ebhardt
In the context described in the book, Miuccia Prada has anticipated the transfer of 50,5% of her holding company Ludo to her son Lorenzo Bertelli, while her other son, Giulio Bertelli, has received the remaining part. Although her husband has not made similar steps, the majority of the company that holds 80% of Prada passes into the hands of Lorenzo. However, the heir, currently in charge of sustainability for the group, will not face the transition alone. Raf Simons will take care of the creative direction, while CEO Andrea Guerra and vice president Paolo Zannoni will be points of reference for management. In the organizational structure that is emerging, the brands will be treated as autonomous units, each with its own management team.
