As a part of its wider management overhaul to stem losses, Italian fashion retailer, Benetton Group has asked Andrea Incontri, Creative Director to quit from his position in the group.

With this move, the company aims to define a management team to support its new director general in a new phase of rationalisation and relaunch. The clothing group named Claudio Sforza as director general in late May to replace Massimo Renon, who had been publicly criticised by the company's 89-year-old founder Luciano Benetton for what he called a ‘100-million-euro hole; during his four years in charge.

Incontri was hired by Renon in July 2022 to rejuvenate the group's collection. He was previously the artistic director of Italian luxury shoe companyTod's from 2014 to 2019.

Created in 1965 in the northeast of Italy, the ‘United Colors of Benetton; went global in the 1980s with its soft wool sweaters and the shock advertising of photographer OllvieroToscani.

However, the company's sales have stagnated since the early 2000s with its net loss nearly tripling to €230 million in 2023.