New Guards Group
Retail Luxury Goods and JewelryLombardy, Italy501-1000 Employees
New Guards Group is a Milan-based holding company that manages a portfolio of ten international luxury brands, including Off-White, Palm Angels, Ambush, and Opening Ceremony. The group operates within the retail luxury goods and jewelry sector, coordinating brand strategy, product development, and distribution across its labels with a Made in Italy orientation. Its approach emphasizes community, quality, collaboration, global reach, and speed, aiming to redefine how luxury is conceived and shared. The company is headquartered in Milan, Lombardy, and maintains a substantial workforce. In 2023, NGG launched the NGG++ division to operate the Reebok licenses.