Is Prada eyeing Armani? After Versace, the rumour mill suggests that Giorgio Armani’s empire may be the next target. In two separate interviews, Lorenzo Bertelli and Andrea Guerra outlined the strategic direction of the Prada Group. Bertelli, the son of Patrizio and Miuccia Prada, spoke to Reuters, while Prada Group’s CEO addressed BoF Voices 2025, discussing luxury, pricing, the group’s trajectory, Miu Miu and Versace.
Is Prada targeting Armani?
Bertelli is not closing the door on future acquisitions — not even on the Armani Group, although he is clear that there have been “no contacts of any kind” so far. “If opportunities arise, we will look at them”, said Lorenzo Bertelli, who is set to become the next CEO of the group founded by his parents. In the meantime, he will shortly become executive chairman of Versace, the brand he had long wished to acquire. He also dismissed the prospect of a dual listing, stating that “there is no such plan”. While waiting for potential new targets, Prada has purchased from Ludo Due — a company controlled by Miuccia Prada — a 14,800-square-metre site in Via Orobia 3 in Milan, already occupied by the group under lease, for EUR 66.6 million, according to Pambianco.
A vision of luxury
“In luxury, perhaps we haven’t been patient enough. We need to go back to the manuals. We need to rediscover things that were obvious ten years ago and that we then forgot. Because perhaps we got a little spoiled”, Guerra told BoF Voices 2025. In his view, brands should focus on fewer things and execute them better: the brand itself, long-term thinking, product desirability, and the ability to fuel dreams. “Over the past ten years, brands have gone everywhere. And I think now is the time to simplify”, he said.
The pricing issue
“If we’re here discussing prices, then we have a problem. If I can’t sell you an emotion, then we end up talking about prices. And if we’re talking about prices, then I’ve failed in the first part”, said the Prada Group CEO. He added: “Some prices can indeed be higher, if you behave properly and deliver that dream. And then there are price brackets where you need to be careful. And I don’t think there is a single path”.
Growth at Prada and Miu Miu
“We are normalising our growth. I believe we still have enormous potential. We’ve entered the period of saying ‘no’. When you’re successful, everyone offers you something — and that’s the moment when you must resist, be patient, avoid greed and avoid making too many mistakes”, Guerra said. He was also asked to explain Miu Miu’s surge. “It’s a rebellious, authentic and inclusive brand. There’s no distance between the brand, the consumers and the clients”, he explained.
Expectations for Versace
“I’m not expecting any tangible numerical results by tomorrow morning. We have set some important milestones, but it will take time. And we are patient. We’ve seen this with Miu Miu”, said the Italian manager. “The only thing I don’t want to happen is to kill the patient while treating him”.
Photos: BoF Voices and Prada
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