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La Perla Finds New Ownership in Peter Kern, Aiming for Revival
The Former Expedia CEO Takes the Helm of the Iconic Italian Lingerie Brand, Promising a New Era of Luxury and Innovation.
by Michael Lamonaca 25 June 2025
La Perla, the venerable Italian lingerie house synonymous with exquisite craftsmanship and sensual elegance, embarks on a pivotal new chapter. With Peter Kern, former CEO of Expedia, now at the helm as its new owner, the iconic brand is poised for a significant revival. This acquisition signals not just a change in leadership, but a strategic move to restore La Perla’s luminescence in the competitive global luxury market, promising a future that marries its rich heritage with fresh vision and accessibility.
A Legacy Woven in Silk and Lace
Founded in Bologna in 1954 by the visionary corset maker Ada Masotti, La Perla quickly distinguished itself through unparalleled artistry and a profound understanding of the female form. Its reputation was built on creating lingerie that was both luxurious and empowering, utilizing the finest Italian silks, intricate Leavers lace, and meticulous hand-sewing techniques. La Perla transcended mere undergarments, transforming them into wearable art and symbols of refined femininity. This deep-rooted heritage of “Made in Italy” excellence remains the brand’s core strength.
The Challenge and the Opportunity
In recent years, La Perla has faced financial turbulence, a common challenge for many heritage brands navigating a rapidly evolving luxury landscape. The rise of direct-to-consumer models, fast fashion, and new luxury players has intensified competition, demanding agility and a clear strategic direction. Peter Kern’s acquisition, following a period of uncertainty, offers a crucial lifeline and a unique opportunity. His background in technology and vast experience in scaling global brands suggest a pragmatic, data-driven approach to La Perla’s revival, potentially focusing on optimizing e-commerce, enhancing digital presence, and streamlining operations while preserving the brand’s intrinsic luxury DNA.
Peter Kern’s Vision: Blending Heritage with Modernity
Kern’s entry into the world of haute lingerie marks an intriguing pivot for a leader known for his work in online travel. His vision for La Perla reportedly centers on a dual approach: respecting and preserving the brand’s foundational commitment to exquisite craftsmanship and Italian heritage, while simultaneously injecting modern business acumen to expand its global reach and appeal. This could manifest in several ways:
- Digital Transformation: Enhancing the online shopping experience, leveraging data for personalized customer engagement, and expanding digital marketing efforts.
- Strategic Growth: Identifying new markets, optimizing retail presence, and exploring collaborations that align with the brand’s luxury positioning.
- Product Line Innovation: While maintaining core collections, potentially introducing new categories or sub-brands that resonate with contemporary luxury consumers.
- Sustainability and Transparency: Addressing modern consumer demands for ethical sourcing and sustainable practices, aligning with the values of today’s discerning clientele.
The challenge will be to execute these strategies without diluting the very essence of exclusivity and artisanal quality that defines La Perla.
The Future of Italian Lingerie
La Perla’s revival under new leadership is more than just a corporate turnaround story; it’s a significant indicator for the broader Italian luxury fashion industry. It highlights the enduring value of heritage brands and the critical role of strategic investment and innovative leadership in their survival and flourishing. As Kern takes the helm, the fashion world watches keenly to see how this iconic Italian gem will regain its sparkle and continue to define sophisticated sensuality for generations to come.
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