Diary of a Brand: Moncler
The playbook for turning a product into a luxury good
13 min readOct 22, 2023
High end coat brands Moncler and Canada Goose have a lot in common. Both were founded in the 1950s (Moncler in 1952 and Canada Goose in 1957), and both expanded with the help of private equity in the 2000s. Both companies later IPO’d within four years of each other, Moncler in 2013 and Canada Goose shortly after in 2017.
