Brunello Cucinelli Launches AI-Powered Personalized Online Store

Italian cashmere specialist Brunello Cucinelli generated €1.408 billion in revenue in 2025, with retail accounting for 67.3% of sales. Callimacus, developed by the Solomei AI research center, seeks to bring the hospitality and discovery associated with the label’s physical boutiques online. The project is significant because it deploys AI beyond a customer-service chatbot, using the technology to reshape the shopping interface while preserving the brand’s carefully managed luxury positioning.

Brunello Cucinelli unveiled the new e-commerce site on Jan. 21, 2026, initially launching Callimacus in Italy, the United States and the UK, with additional markets planned in the following months. The platform replaces fixed pages and predetermined menus with an AI system that interprets visitor intent and assembles products, text and images in real time to create individualized browsing journeys. The company did not disclose conversion rates, order volumes or the platform’s contribution to revenue at launch.