Premium sneaker brand Autry has appointed Danilo Piarulli as its new Chief Executive Officer, tasking the industry veteran with scaling its direct-to-consumer business and international footprint.
Piarulli joins Autry after 13 years at Golden Goose, where he most recently served as Chief Consumer Officer and an executive member of its board of directors.
He began his career in finance at companies including PwC, before moving into fashion at Geox. In 2013, he joined Golden Goose, where his responsibilities expanded from his initial role as Chief Financial Officer to cover business development, brand strategy and international markets.
“Danilo has already demonstrated his ability to contribute to the transformation of a sneaker brand into a global company. Having the right skills is one thing; having successfully navigated that complexity before is another,” said Roberta Benaglia, Chairwoman of Autry and CEO of Style Capital.
“He combines strategic vision with a highly operational mindset and a strong focus on execution, from processes and people to control and disciplined growth. His deep understanding of the premium lifestyle fashion market and his experience across different stages of a company’s development make him the ideal leader for Autry as we continue to strengthen the organization, expand retail with discipline, preserve the selectivity of our distribution and further develop the brand internationally.”
Since Style Capital acquired a controlling stake in Autry in 2024, the business has reached €150 million in revenue, supported by wholesale, digital sales and its developing store network.
Piarulli’s appointment adds a CEO to oversee the next stage of that expansion, including the planned growth of its international store network.
Founded in Texas by footwear specialist Jim Autry in 1982, the brand became known for its Medalist tennis shoe and US flag logo. It was inactive for almost 20 years before being revived by Italian entrepreneurs in 2019.
Direct retail becomes a priority
Autry opened its first UK store in May 2025, with the 2,600 sq ft flagship at 61-63 Beak Street in London’s Soho marking a shift towards direct consumer engagement.
The brand now looks to build on its 12-strong store network, which stretches across Europe and Asia, with further international expansion. The United States, South Korea and Japan markets are marked as priority locations.
Piarulli said: “The brand has exceptional fundamentals: a compelling product proposition positioned within a protected and attractive price segment, and significant potential to accelerate internationally.”
“The opportunity now is to translate those strengths into an increasingly powerful brand universe and narrative, one that speaks directly and empathetically to consumers and builds genuine emotional connection around authentic values.
“As Autry evolves from a product-led success story into a truly global brand, the natural strategic response is clear: getting closer to the costumer through direct-to-consumer development.”