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Armani has left instructions to sell the brand: who could buy Giorgio Armani?

Katerina Melnychenko
Katerina Melnychenko Deputy Editor-in-Chief
Armani has left instructions to sell the brand: who could buy Giorgio Armani?
Giorgio Armani – the fashion designer’s will and the possible sale of shares in the Giorgio Armani fashion house
Giorgio Armani has left a will stipulating that his heirs must gradually sell the Italian fashion house Giorgio Armani following his death. LVMH, L’Oréal and EssilorLuxottica are named among the preferred buyers.

This is according to Reuters.

Italian fashion designer Giorgio Armani, who died on 4 September 2025 at the age of 91, left a will regarding the future of his fashion house.

According to this document, his heirs are to gradually sell the Giorgio Armani brand.

According to Reuters, the company’s CEO, Giuseppe Marsocci, is already preparing a business plan and appointing two advisers to oversee the sale process.

Under Armani’s will, the sale of the first 15% of the group’s shares is to take place within 12–18 months of his death.

This stake is planned to be divided into three equal parts. This format could allow several strategic partners to be brought on board simultaneously at the initial stage of negotiations.

Who could buy shares in Giorgio Armani

Among the priority buyers, Giorgio Armani named the French luxury group LVMH.

The will also mentions two commercial partners of the fashion house – cosmetics manufacturer L’Oréal and EssilorLuxottica.

According to La Repubblica, the advisers selected by the company’s CEO are to oversee the sale process and, in the near future, present a five-year development strategy for Giorgio Armani to potential investors.

What is known about the brand

According to Forbes, Giorgio Armani’s fortune stood at $11.8 billion.

His company generated around €2.3 billion in revenue annually.

Giorgio Armani remains one of the few major independent luxury fashion groups in Europe.

Control of the brand was centred around the founder himself and his management system.

Armani was considered a “style icon”. He personally oversaw many aspects of the brand’s operations – from fashion collections and advertising campaigns to the models’ hairstyles before shows.

Why the will attracted attention

Journalists noted that the explicit instructions to sell Giorgio Armani and the mention of French corporations contradicted the designer’s long-standing position.

Previously, Armani had opposed the dilution of his stake and the company going public.

The designer led a private life and had no wife or children.

What is known about other changes at major brands

On 20 March, OnlyFans owner Leonid Radvinsky, originally from Odessa, died of cancer. He was 43 years old, and his fortune was estimated at at least $3.8 billion.

The new beneficiary of the company behind the OnlyFans platform is the late founder’s wife – lawyer and venture capitalist Kateryna Chudnovska.

Also, at the end of 2025, the Prada Group officially acquired Versace, which was facing serious financial difficulties.

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