Even as sneakers have become a staple in luxury fashion, Golden Goose stands out for being a “love brand” that calls its customers “Dreamers”

Taylor Swift, Ben Affleck, and Jude Law are among the legion of celebrity fans of Golden Goose, one of the fastest-growing luxury fashion brands in the world. In the first half of 2024 alone, the company recorded a net revenue of €307 million ($437 million), boasting an increase of 12 percent on a comparable basis to the previous year. 

Founded 24 years ago in Venice, Golden Goose has come a long way since its early days as a local apparel and boots artisan. In 2023 alone, the brand famous for its signature Super-Star sneakers opened 21 new stores globally. And just this October, it debuted its flagship boutique in Singapore at The Shoppes@Marina Bay Sands (MBS) — hot on the heels of its first pop-up-sized shop at Paragon launched two years ago.

Its APAC CEO Mauro Maggioni, who was in town for the opening, tells us more about the brand’s DNA and the future that lays ahead.

What makes Golden Goose so special?

Golden Goose is best known for its iconic sneakers, but what truly defines our brand is the emotional connection we create with our customers. Unlike many luxury brands that focus on trends and appearances, Golden Goose is a love brand — one that deeply connects with customers, not only through exceptional products but also by empowering them to be part of the creative journey. Our core DNA is rooted in offering immersive, people-centric experiences that go beyond just looking good — it’s about feeling good. 

And how does the brand do that?

A standout example is our Co-Creation experience, where clients become active participants in designing their own sneakers, collaborating with our artisans, who are known as “Dream Makers”. This, together with our Co-Action services, offer personalisation and other sustainability-centric options like repair. 

They reflect two growing trends that resonate with today’s consumer, and have helped to strengthen the emotional bond with our community and expand our global reach. This personal involvement fosters strong customer loyalty, reflected in a 50 per cent return rate and a 20 per cent higher retail performance compared to other luxury brands. Our approach resonates especially with millennials and Gen Z, who value authenticity, sustainability, and the opportunity to share their personal stories through our products, building a strong sense of community.

Give us a snapshot of how Golden Goose grew from a local crafter into a global name. 

Golden Goose was founded in 2000 in Marghera, Venice, initially as a ready-to-wear and boots brand, all defined by its distinctive lived-in aesthetic. It wasn’t until 2007 that we launched our first sneaker, the iconic Super-Star, which has since become a symbol of the brand’s identity. 

With a strong innovation engine, Golden Goose continues to broaden its footwear range, introducing two new silhouettes each year and adding 25 new sneaker styles to the Super-Star collection, reflecting the company’s successful diversification strategy.

A key element of Golden Goose’s growth strategy is expanding into ready-to-wear (RTW), boots, and accessories. Loyal customers present a strong opportunity for cross-selling, as 86 per cent of sneaker buyers have either considered or are aware of the RTW line. We are leveraging our successful sneaker strategy as a blueprint to grow RTW, and have recently launched a bag collection tailored to key geographic markets.

Golden Goose found popularity and resonance across the world as sneakers went from cult to luxury. 

After our founding in 2000, we quickly gained traction in the US and Europe. Positioned at the intersection of luxury, lifestyle, and sportswear, we were pioneers in driving the “casualisation” and “sneakerisation” trends within the luxury sector. These trends have continued to influence the industry and have contributed significantly to our brand’s growth.

The craftsmanship behind your offerings is a major draw. 

Craftsmanship and artisanal tradition lie at the heart of Golden Goose. For over two decades, we have showcased our commitment to handmade craftsmanship and supported such skilled individuals, including artisans, tailors, and small local artists. The extensive time and attention invested in crafting a pair of Golden Goose sneakers — over four hours— is emblematic of the brand’s commitment to detail and quality, setting it apart from other brands that generally take a fraction of the time we spend. 

What is your current mood about the luxury industry? 

As a brand we are very optimistic. The overall luxury market is obviously going through some transformation, or I should say, it must go through a transformation. Consumers today are changing their habits and practices; they are going from wanting an accumulation of products to wanting to build memories. 

And therefore your expansion plans have continued into Asia-Pacific.

Asia-Pacific overall represents less than 15 percent of the global business of Golden Goose, while the market itself is much bigger. It’s a huge opportunity for our brand in this region, especially because consumers here understand the chic element of Golden Goose, as well as our less pretentious and more personal offerings. 

In addition to Singapore, Golden Goose is expanding its global footprint with new stores in Southeast Asia, including Malaysia and Bangkok, while the Philippines will follow next year. There are also new shops in China, Japan, India, Mexico, among others. This year, we launched our first Younique Caffe in Bangkok and are excited to introduce this innovative retail concept to more cities worldwide.

Opening stores is the ultimate goal for us, but we don’t want to rush or go for a particular number of stores, that is not the approach that we want. What we want is to create a connection with local communities and to enter into people’s minds, and then to gradually expand the distribution. There is a big opportunity here and not only in terms of the number of stores, but in terms of being a brand that consumers love, not just for sneakers or accessories, but as an overall brand. We are truly committed to building our global community of “Dreamers”. 

How is your MBS store different from Paragon’s?

While both locations will feature our iconic styles, the product selections will be tailored to reflect the unique characteristics of each store. What sets the MBS boutique apart is its distinctive concept and Co-Creation experience. Named Fioreria Golden, which translates to “flower shop” in Italian, it captures the essence of a classic Italian bottega with a vintage ambience that celebrates craftsmanship and authenticity. 

What can we look forward to at this new location?

At the heart of the store is a dedicated Co-Creation corner, where customers can immerse themselves in a flower-themed universe and participate in a unique personalisation experience. Collaborating with our Dream Makers, customers can customise their products with handmade floral creations, applying fabrics, crystals, special laces, and writing unique messages.

The store will feature limited-edition creations alongside our latest men’s and women’s RTW, accessories, and sneakers collections. Additionally, MBS presents our new handbag collection. With geometric shapes and distinctive details like the golden buckle, the Venezia bag reflects the architecture of Piazza San Marco and embodies Venetian elegance. Available in medium and small versions, this functional yet sophisticated bag allows for personalised touches that reflect each customer’s unique style.

The store also hosts the recently launched Forty2 sneaker. Presented for the first time at our Paris event, on September 30 during Paris Fashion Week, Forty2 reimagines 90s style for modern dreamers. Inspired by American basketball’s golden age, its chunky design speaks to timeless fashion, handcrafted by Golden Goose artisans. The sneaker features a double box-like sole with a deconstructed, three-coloured polyurethane structure. The upper blends calf leather and micro-perforated fabric for a tactile experience, complemented by three-dimensional textures on the star and heel tab.