De meo bets big on gucci, eyes billion-dollar smart glasses future at kering
Luca de Meo’s Kering is doubling down on Gucci and aggressively reshaping its luxury strategy, a move that’s already generating both cautious optimism and a palpable sense of ambition within the group.
Shifting the rules: age limits and executive power
Just nine months into his tenure as CEO, de Meo has initiated a sweeping overhaul, approved a significant extension of the executive age limit – now 80 for the CEO and 70 for the Chairman – and signaled a clear focus on revitalizing Gucci, a brand that’s been grappling with performance headwinds. The move, ratified during a shareholder meeting at Kering’s headquarters, reflects a deliberate strategic pivot.
Gucci’s reinvention – demna’s vision takes shape
Francesca Bellettiini and Demna’s first collection in September 2025 is generating considerable buzz, and De Meo is betting big on their ability to recapture Gucci’s former glory. He’s explicitly stated his confidence in the ‘CEO-designer duo,’ citing their proven track record and a willingness to embrace bold, disruptive strategies. That runway show in Times Square, bathed in the relentless glare of New York’s billboards – featuring the likes of Paris Hilton, Tom Brady, and Cindy Crawford – was, according to De Meo, “a statement.”
Store redesign and brand expansion
Beyond Gucci, Kering is embarking on a radical store refurbishment program, aiming to revamp approximately two-thirds of its retail locations by 2030. The plan prioritizes Gucci, transforming stores into “experiential spaces,” akin to Italian embassies – a concept De Meo articulated with evident passion. This includes dedicated jewelry areas, particularly in flagship stores, and a reduction in the overall store network to 420, with around 120 designated as true flagship destinations, like the soon-to-open Paris location on rue de Castiglione.
Smart glasses and the future of luxury tech
Meanwhile, Kering’s eyewear division, a €1.6 billion powerhouse, is focusing on the burgeoning smart glasses market. A strategic alliance with Google promises to deliver AI-powered eyewear, though De Meo remained tight-lipped about specific details, citing confidentiality agreements. He anticipates this segment will transcend niche appeal, potentially becoming a significant driver of growth, building on brands' aesthetic and identity contributions.
Alpine partnership signals bold ambitions
The recent partnership with Renault’s Formula One team, Alpine, is more than just a sponsorship; it’s a calculated move to elevate Kering’s brand visibility. “It goes far beyond just putting a sticker on a car,” De Meo explained. “We have numerous opportunities to engage clients and the press.” His prior experience with Alpine, coupled with LVMH’s own foray into F1, underscores Kering’s belief in the platform’s potential. We’ll likely see a Gucci Alpine car on track alongside Louis Vuitton and Moët Hennessy in the coming seasons.
A measured optimism
Despite the ambitious scope of the initiatives, De Meo remains cautiously optimistic. He emphasized the importance of fostering a supportive environment for his teams, highlighting the success of the resort 2027 show as a testament to Kering’s commitment to investing in talent and cultivating a culture of ambition. The data will speak for itself in a few weeks, but the initial signs suggest Demna’s vision is gaining traction.