Golden Goose Group isn’t just riding the sneaker wave—it’s surging ahead with a 13% net revenue boost in the first nine months of 2025. But what’s really behind the numbers? Let’s dive into the story beyond the headlines and explore why this Italian luxury sneaker brand is defying market headwinds and rewriting the rules of modern retail.
At first glance, these results look like another solid quarter for a high-end brand. But look closer and you’ll spot a playbook that many in the luxury sector are eyeing with envy: direct-to-consumer (DTC) acceleration, relentless global expansion, and a knack for blending heritage with hype.
Why This Matters
- DTC Revolution: Golden Goose’s DTC channel grew by a staggering 21%, outpacing the overall luxury footwear market, which typically hovers in the high single digits. This isn’t just about opening stores—it’s about owning the customer relationship, driving higher margins, and collecting data gold for future growth.
- Global Retail Footprint: With 227 direct stores worldwide—including new flagships in Tokyo, Chengdu, and Mumbai—Golden Goose is betting big on physical presence, even as many competitors shift to digital-first strategies. It’s a contrarian move that seems to be paying off.
What Most People Miss
- Community Building Over Celebrity Endorsement: While other sneaker giants chase influencer clout, Golden Goose quietly fosters loyalty through its “Golden Community”—emphasizing co-creation and fan engagement. Their new Milan Arena isn’t just a store; it’s a cultural hub, signaling a shift away from transactional retail toward experiential branding.
- Kidswear Push: The opening of dedicated kids stores in Milan and Dubai signals a bid to capture the next generation of luxury consumers (and their parents) early. This is a strategic move with long-term payoff potential.
Key Takeaways
- 13% net revenue growth (to €517.1M) and 7% EBITDA growth (to €173.6M) point to robust financial health.
- EBITDA margin of 33.6%—a level most luxury brands would kill for—shows operational discipline.
- 12 new stores in nine months across diverse geographies: from Asia-Pacific to Europe and the Middle East.
- Innovation in product and experience: Launching new sneaker silhouettes and multi-use spaces like the Milan Arena.
Industry Context: How Does Golden Goose Compare?
- While giants like Nike and Adidas have seen single-digit growth in DTC, Golden Goose is outpacing them with 21% DTC growth.
- Luxury rivals such as Gucci and Prada are aggressively investing in digital, but Golden Goose’s physical-first approach is a bold countertrend. Their focus on exclusive in-store experiences and community events makes their strategy stand out.
Expert Commentary
“Golden Goose’s blend of Italian craftsmanship with urban cool has created hardcore loyalty among Gen Z and Millennials. Their relentless store expansion bucks the digital-only trend, showing that in-person experiences still have serious legs in luxury.”
— Fashion industry analyst
Pros & Cons of Golden Goose’s Strategy
- Pros:
- Direct control over brand and customer experience
- Higher profit margins from DTC
- Increased global visibility and community engagement
- Cons:
- High overhead from rapid store expansion
- Potential overexposure in mature markets
- Risk if physical retail demand softens
The Bottom Line
Golden Goose’s impressive growth isn’t just about selling more sneakers. It’s about redefining luxury retail for a new generation—blending Italian heritage, streetwise design, and a community-first approach. If you want a blueprint for post-pandemic retail success, look no further than this Golden playbook. Watch this space: competitors are sure to follow.