Prada goes to Austin in search of new, affluent American markets

Prada SpA, long a bastion of Fifth Avenue and Rodeo Drive, plans to open more stores in the rest of the country, making the U.S. expansion key to a three-to-five-year plan to increase overall sales by 50% from pre-pandemic levels.

“We are underinvested in the United States,” Paolo Zannoni, chairman of Prada, said in an interview. “It will be a significant area of ​​growth and profitability.”


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