«So I will ferry the company from Patrizio to Lorenzo»- Corriere.it

Andrea Guerra at 56 starts again from Prada. From mid-January he will become the new CEO of the fashion group led by Patrizio and Miuccia Bertelli. Time horizon 3-5 years and a strategy that envisages the creation of the first Italian luxury group. It was not only Patrizio Bertelli who called him to lead the company, but it was a family decision, also approved by his wife, the stylist Miuccia Prada, and by his eldest son Lorenzo, 34, currently head of corporate social responsibility for the group.

It will be a journey, War confided to the acloser cats. With the task of growing the group and then passing the helm to Lorenzo, who he will continue to carry out his work, at his side because he will no longer have a parent, but an expert manager like Guerra, who in the past has already steered the Eataly group from his father Oscar Farinetti to his son Nicola.

On the other hand, Guerra anticipated this by leaving his formidable French experience at the court of the king of luxury Bernard Arnault, patron of Lmvh, to pursue new, more entrepreneurial projects. Has I have always believed that Italy today is an extraordinary platform, with so many ideas and so much creativity, many generations of young citizens of the world, a fertile ground on which he would have liked to leave his mark. Accompanying companies in the generational transition is a very complicated moment, but also a great opportunity to launch a second generational cycle of the Italian economy, you confessed.

Just a few months have passed since in the spring, after just two years, he decided to leave LVMH, where he dealt with hospitality and was a member of the executive committee. Now the goal of creating the first Italian luxury group. With acquisition or mergers? It’s a journey, he repeats. The destination for note: the desire to build the new generation made in Italy. Touch try to leave a mark.