Table of content

  1. Overview

  1. The company’s history

  1. United Colors of Benetton

  1. Financial Highlights

  1. A creative think tank


  1. Overview


Today, the Benetton Group is present in 120 countries around the world. Its core business is clothing: a group with a strong Italian character whose style, design

expertise and passion are clearly seen in the United Colors of Benetton and the more fashion-orientated Sisley brands, and in sportswear brands Playlife and Killer Loop. The Group produces over 110 million garments every year, over 90% in Europe. Its retail network of 5,000 stores around the world is increasingly focused on large floor-space points of sale offering high quality customer services and now generates a total turnover of 1.9 billion euros, net of retail sales.

  1. The company’s history

In 1945, Luciano Benetton lost his father when he was only ten years old. In difficult post-war times in Italy, the little Venetian boy had to sell newspapers to help his family make ends meet. In the sixties, Guiliana, Luciano's sister, was so good at knitting they decided to set up a small pull-over company. One would design the woollen models (when the current trend was for acrylic pullovers) and be in charge of fabrication, while the other would handle the marketing side, acting as commercial representative. Luciano went to England to study a technique whereby one knitted in off-white yarn, only dying the wool at the last minute, thus keeping up with ever changing fashion trends.

In 1963:

The Benettons opened their own shops, one after another, as soon as the receipts started rolling in. Unlike most small producers, who invariably opt for the widest possible distribution, they decided to create a network of exclusive distributors, and use sub-contractors.

In 1966:

The French designer Lison Bonfils came to advise them, and worked with them for ten years. Success was so extensive that Luciano Benetton bought and restored the Villa Minelli, which became the company's head office, and he opened his first factory.

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In 1969:

The style, the colors and the targeted clientele (young and not particularly well-off) were three factors working in their favour when they set up shop in Paris. Their first boutique opened on the rue Bonaparte, with a selection of 8 to 12 Fair Isle pullovers, with 48 to 58 colours per season.

In 1972:

Benetton left their small Italian publicity agency to sign with Eldorado in Paris.

In 1981:

After sponsoring the Trevisse rugby team (in 1978), Benetton now put the local basketball team in their colours.

In 1983:

A production ...

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