Ruffini returned to Italy and, under the guidance of his mother, launched New England, a brand that combined Boston preppy style with Italian quality. In 2000, Ruffini sold his stake in New England and set himself the ambitious task of revitalizing one of the brands with a rich history.
And he got that opportunity in Moncler. Like Canada Goose, Moncler had great potential to become a leading high-tech brand. The company's founders were granted patents to create frost-resistant outerwear using thermal down. In addition, the brand boasted a rich history - it had long produced clothing for explorers and French Olympic skiers.
However, in 2003, the company was on the verge of bankruptcy. Ruffini had worked there since 1999 as creative director. According to the
Wall Street Journal, Ruffini and his partners acquired the brand "for next to nothing," and he took over as CEO in 2003.
From there, Moncler's transformation from a maker of Olympic ski jackets to a luxury fashion brand began. You can see Ruffini's strategy in the graphic below. It is simple and consists of just two steps (three if you are starting from scratch). This strategy allows you to focus on the bottom line and be flexible.