In 2024, Visonà grows and attracts luxury customers.

The Italian industry magazine La Conceria published an article by Mara Visona on some of the results of the development of the Italian market of bags and leather goods.

In 2024, Visonà grows, attracts luxury customers, and supports subcontractors

Luxury brands are increasing prices but reducing volumes. Meanwhile, Visonà is growing its turnover and providing work to subcontractors left behind by designer labels. This reflects a broader trend in the leather goods market, which in 2024 saw the rise of brands with a lower profile than luxury houses but offering exceptional craftsmanship. But these growing companies offer excellent artisan quality products. One such company is the bag maker Visonà.

Mara Visonà, co-owner of the Vicenza-based Visonà, tells us more about it.

Buy less, but better

Visonà, a brand of the company founded in 1959 by Plinio Visonà, closed 2024 with a turnover of 6 million euros, up from 2023. “One of our strengths,” explains the founder’s daughter Mara Visonà, who now runs the company with her brother Davide. “It’s the quality of the forged leather that gives the bags their strength and reliability. And that’s what sets our products apart.”

But beyond the product, the materials and the fittings, there’s another factor that contributed to the good sales figures for our leather goods last year. “Luxury has driven up prices, so the consumer who might have bought two designer bags a year now buys one luxury bag. And for other things, they turn to brands that are less prestigious than designer but offer high-quality products, like Visonà,” says Mara.

Help for suppliers

The Venetian brand, thanks in part to its sales growth, has given work to local contractors who have run out of orders from luxury brands. This protects their production chain, which is often the same one that luxury goods production can rely on again if the economy recovers. “What will happen in 2025? I hope the 2024 trend continues,” says Mara Visonà.

At Mipel, the atmosphere was less tense than a year ago, thanks in large part to buyers who were more decisive in their purchases. “We grew abroad first, and now we are growing in Italy. But we are also investing in Japan. And at the exhibition we received good feedback from new markets, including Eastern Europe and Indonesia. The online channel is also working well. There we sell products at full price and never discount them to protect retailers”, - concludes Mara Visona.