Golden Goose has named Giorgio Belloli its chief consumer officer, installing the former Burberry and Farfetch executive to run global channel development at the Italian luxury brand as it posted a 15 percent revenue gain to 380.4 million euros in the first half of 2026.

The Milan-based label confirmed the appointment on Tuesday. Belloli succeeds Danilo Piarulli, who departed earlier this year to become chief executive of Autry.

Belloli arrives directly from Burberry, where he spent three years as chief digital, customer and innovation officer, joining around the time creative director Daniel Lee took the design helm. Before that, he built a decade-long track record at Farfetch from 2013, rising to chief commercial and sustainability officer under founder José Neves. Earlier posts included management roles at Kering-owned Alexander McQueen, Hussein Chalayan, and the Prada Group across Miu Miu, Prada and Helmut Lang.

What does the role cover?

Belloli will lead global market and channel development, define strategic direction and governance for the brand's international footprint, and run CRM, digital channels and omnichannel strategy.

CEO Silvio Campara framed the hire as a repositioning from product brand to cultural platform: "I always define myself as chief emotional officer rather than chief executive officer, and I found in Giorgio Belloli the right person to support me in leading the shift from a global product brand into a cultural brand, with a strong emphasis on people and communities."

Campara added that Belloli "will scale co-creation and make our stores even more experiential for consumers," positioning the new CCO as the architect of an "omnipresence" strategy spanning physical retail, digital and community-led formats.

How is the brand performing commercially?

Golden Goose reported strong growth in the six months ended June 30, 2026, with revenues up 15 percent at constant currency to 380.4 million euros versus 342.1 million euros a year earlier. Second-quarter sales climbed 19 percent, driven by direct-to-consumer acceleration and double-digit gains across all regions.

The retailer operates 230 stores globally, with recent openings in Athens, Rome and Istanbul. In 2026, Golden Goose launched its first European Younique Caffé in Milan's Brera district, complete with a listening bar, and rolled out "Frutteria Golden," a seasonal concept inspired by Italian fruit markets. The concept debuted at Selfridges' Corner Shop in London before moving to resort locations in Naples and Forte dei Marmi over the summer.

What sits behind the ownership change?

In June 2026, Hong Kong-based HSG closed its investment in Golden Goose to take the majority stake. Temasek and its wholly owned asset manager True Light Capital joined as minority investors, while Permira remained a strategic minority shareholder. The new cap table gives the brand backing from both Asian and European capital pools as Belloli takes the consumer remit.

What does Belloli see as the mandate?

"Joining Golden Goose is an exciting opportunity to contribute to the brand's next phase of global growth as a cultural brand," Belloli said. "Golden Goose is evolving into a platform where product shifts into experiences, and stores become collaborative spaces for self-expression. We are now ready to bring this vision to scale."

With a digitally trained operator, an activist majority backer in HSG, and double-digit top-line growth behind the hire, the next test of Belloli's omnichannel blueprint will arrive with the brand's H2 2026 trading update and the rollout pace of its experiential formats outside Europe.