New Product Development: The Benetton Group

Abstract

Benetton, known for its colorful clothes, is truly a global company that had grown within 30 years (founded officially in 1965) from a small family business into a € 5 billion² business divided in three distinctive areas: First, the Benetton Group, with the traditional core business with the main brand United Colors of Benetton, second, Benetton Sport-System that had been integrated into the Benetton Group in 1997 and third, 21 Investimenti under the umbrella of the Benetton Edizione Holding. 69% of the Benetton Group shares were held by the Edizione Holding that was equally owned by the family founders (Luciano and his sister Giuliana and the brothers Gilberto and Carlo). The Benetton SpA, the most known part of the company, has been integrated into the Benetton Group in the mid 1980’s.