Prune
Prüne is an Argentine fashion accessories brand, operated by GAX S.A., that designs and retails leather handbags, footwear, accessories, jackets, ready-to-wear apparel, and travel goods through 60+ owned stores across Argentina, Chile, and Uruguay plus the prune.com.ar e-commerce platform, targeting fashion-conscious consumers in the Southern Cone.
- Company typePrivate
- Founded1999
- HeadquartersBuenos Aires, Argentina
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Prune does
Prüne is an Argentine fashion accessories retailer operating under the legal entity GAX S.A. (CUIT 30-70840291-1), headquartered at Gurruchaga 861 in Buenos Aires. The company designs, manufactures (implicitly through its supply chain, though not explicitly disclosed), and distributes a multi-category assortment centered on leather goods: handbags and shoulder bags (Carteras), footwear (Zapatos), accessories (Accesorios, including belts, scarves, wallets, charms, eyewear, and jewelry), jackets and coats (Camperas), and ready-to-wear apparel (Ready to Wear). The assortment has been extended with a Travel Collection of luggage and carry-on bags and a co-branded GÄNG X PRÜNE streetwear line.
The commercial model is a vertically integrated direct-to-consumer fashion brand that sells through owned channels only. Distribution combines approximately 60+ owned physical retail stores — concentrated in major Buenos Aires shopping malls (Alto Palermo, Abasto, Alcorta, DOT Baires, Devoto, Unicenter, Alto Avellaneda) and regional Argentine cities (Rosario, Córdoba, Mendoza, Salta, La Plata, Tucumán, Mar del Plata) plus Chile and Uruguay — with the prune.com.ar e-commerce storefront. Andreani provides nationwide last-mile delivery and pickup-point services. Pricing is denominated in Argentine pesos, with items ranging from approximately $15,000 to $300,000 ARS and structured around 3 interest-free installments standard and 6 interest-free installments for purchases above $150,000 ARS, with free shipping above $180,000 ARS.
The brand targets fashion-conscious men and women seeking quality leather goods and coordinated outfits, positioning itself on craftsmanship and material quality rather than technology differentiation. Marketing runs through Instagram (@pruneoficial), TikTok (@pruneoficialok), Facebook, YouTube, LinkedIn, email newsletter (offering a 15% first-purchase incentive), and WhatsApp Business for service. The company holds 1,001-5,000 employees, has no parent company or institutional investors disclosed in the source data, and operates as a privately held Argentine public limited company with privacy compliance certified under Argentine Law 25.326 on Personal Data Protection.
Prune firmographics
Firmographics- Name
- Prune
- Legal name
- GAX S.A.
- Website
- https://prune.com.ar
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Prüne is an Argentine fashion accessories brand, operated by GAX S.A., that designs and retails leather handbags, footwear, accessories, jackets, ready-to-wear apparel, and travel goods through 60+ owned stores across Argentina, Chile, and Uruguay plus the prune.com.ar e-commerce platform, targeting fashion-conscious consumers in the Southern Cone.
- Ownership category
- akta.pro rank
Prune industry classification
Industry- Product category
- Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (3159), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Footwear, (No Rubber) (3140), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Luxury Leather Goods & Handbags (CRAKAFAB)
- akta.pro secondary industries
- Luxury Accessories (Belts, Scarves, Hats, Small Leather Goods) (CRAAAFAE), Luxury & Designer Footwear (CRAAACAI), Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL), Luxury Scarves, Gloves & Cold-Weather Accessories (CRAKAEAF)
Keywords
Where Prune is headquartered
LocationHeadquarters
- HQ city
- Buenos Aires
- HQ country
- Argentina
- HQ region
- Latin America
Offices11 records
Markets served
Prune business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Product Sales: Prüne generates revenue through direct sales of fashion accessories, leather goods, footwear, ready-to-wear clothing, and travel products. Sales occur through e-commerce and physical retail locations across Argentina, Chile, and Uruguay.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard pricing with installment options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Prune product offering
Product offeringCore offering
Prüne manufactures, designs, and distributes its own fashion accessories, leather goods (handbags, wallets, belts), footwear, ready-to-wear clothing, jackets/coats, and travel products. Products are sold through an owned e-commerce platform and approximately 60+ physical retail locations in shopping malls across Argentina, Chile, and Uruguay.
Product overview
Prüne is an Argentine fashion accessories brand owned by GAX S.A. that operates as an e-commerce platform and retail chain. The company's product portfolio centers on leather goods and fashion accessories, organized into five core categories: Carteras (handbags and shoulder bags), Zapatos (footwear), Accesorios (accessories including belts, wallets, scarves, jewelry, and eyewear), Camperas (jackets and coats), and Ready to Wear (clothing including blazers, pants, shirts, and tailoring pieces). The offering is complemented by Gift Cards, a Travel Collection featuring luggage and travel bags, and the GÄNG X PRÜNE collaboration line. The e-commerce platform supports multiple payment methods including major credit cards, Mercado Pago, and MODO, with shipping via Andreani throughout Argentina.
Differentiator
Problem solved
Functional benefit
Brands
- GÄNG X PRÜNE: A collaborative brand collection featuring bags, footwear, apparel, and travel accessories.
- Prüne AR
Products and services
- Carteras (Handbags and Shoulder Bags)
- Zapatos (Footwear) Footwear line including boots (botas), sneakers, ankle boots and moccasins (abotinados y mocasines), borcegos, and dress shoes, sold to individual consumers.
- Accesorios (Fashion Accessories) Fashion accessories line including belts (cintos y correas), scarves (pañuelos), wallets (billeteras), charms and keychains (charms y llaveros), pouches (sobres y neceseres), perfumes, cardholders (tarjeteros y monederos), phone cases (portacelulares), jewelry (bijou), and eyewear, sold to individual consumers.
- Camperas (Jackets and Coats) Jackets and coats including leather (cuero) and non-leather (otros materiales) styles, wool coats (lanares), puffer vests (puffers/chalecos), trench coats, and formal overcoats (tapados), sold to individual consumers.
- Ready to Wear (Clothing) Ready-to-wear clothing including knits (tejidos), pants and skirts (pantalones/faldas), tops, shirts and blouses (remeras/camisas/blusas), denim, blazers and vests (blazers/chalecos), and tailored pieces (sastreria), sold to individual consumers.
- Gift Cards Digital and physical gift cards for gifting, available in physical format with 12-month validity and virtual format with 6-month validity, usable online and in store.
- Travel Collection (Luggage and Travel Bags) Luggage and travel accessories including suitcases, carry-on bags, and travel-oriented bags (e.g., ABS/polycarbonate Carry-On with aluminum telescopic handle, TSA lock, and 360-degree wheels), sold to individual consumers.
- GÄNG X PRÜNE (Collaboration Line) Collaborative fashion line featuring bags, footwear, jackets, denim, and accessories, combining GANG's streetwear aesthetic with Prüne's leather goods expertise, sold to individual consumers.
Companies that use Prune
Customer profileSegments2 records
Ideal customer profiles2 records
Prune technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Prune partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- GANGcoreGÄNG X PRÜNE is a collaboration collection featuring co-branded leather bags, footwear, jackets, and apparel. The partnership combines GANG's streetwear aesthetic with Prüne's leather goods expertise to create a unified fashion line.
- OH! Gift CardminorOH! Gift Card is accepted as a payment method at Prüne stores and online. Gift cards have 12-month validity for physical cards and 6-month validity for virtual cards.
- AndreanicoreAndreani is the logistics partner for Prüne's e-commerce delivery throughout Argentina. They handle home delivery and provide pickup point services for online orders.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Prune competitors and assessment
Company assessmentDirect peers
- Akiabara: Argentine women's fashion accessories and leather handbag brand. Directly comparable to Prüne in target customer (fashion-conscious Argentine women), product mix (handbags, wallets, accessories), and omnichannel retail presence in Argentina's main shopping malls.
- Rapsodia: Argentine premium fashion brand offering ready-to-wear, handbags, footwear, and accessories. Closely overlaps Prüne on category breadth, mall-based distribution in Argentina, and aspirational-yet-accessible positioning.
- Jazmín Chebar: Argentine contemporary fashion brand specializing in handbags, shoes, and accessories with strong leather goods identity. Comparable customer base and product positioning to Prüne's Carteras and Zapatos categories.
- María Cher: Argentine fashion brand offering ready-to-wear, footwear, and accessories in similar price tiers to Prüne. Comparable omnichannel model and shopping-mall distribution in major Argentine cities.
- Awada: Argentine leather goods and accessories brand known for handbags and wallets. Most directly comparable to Prüne on leather goods craftsmanship and Argentine mall-based retail model.
Broad incumbents
- Furla: Italian global leather goods and handbag maison. Comparable product category (premium leather handbags and small accessories) to Prüne's Carteras line, but at a higher price tier and with broader international distribution.
- Coach: Global accessible-luxury leather goods and lifestyle brand. Comparable handbags, small leather goods, and accessories categories, but with much larger global footprint and brand scale than Prüne.
- Guess: Global fashion brand offering apparel, handbags, footwear, and accessories. Overlaps with Prüne on multi-category assortment and mall-based retail, but with worldwide distribution and stronger denim heritage.
- Steve Madden: Global accessible footwear and accessories brand. Comparable to Prüne's Zapatos category and accessories line, with similar fashion-trend positioning but US-centric global scale.
Regional players
- Montagne: Argentine outdoor and casual apparel brand. Comparable Argentine market presence and mall-based distribution to Prüne, but focused on outdoor/casual wear rather than leather accessories and ready-to-wear.
Market position
Strengths5 records
Competitive moat3 records
Customer concentration
Prune social profiles
Digital presencePrune compliance and trust
Trust signalCompliance1 record
Prune financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prune leadership team
Management profileNumber of profiles
Prune funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prune M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Prune
What does Prune do?
Prüne manufactures, designs, and distributes its own fashion accessories, leather goods (handbags, wallets, belts), footwear, ready-to-wear clothing, jackets/coats, and travel products. Products are sold through an owned e-commerce platform and approximately 60+ physical retail locations in shopping malls across Argentina, Chile, and Uruguay.
Is Prune a public or private company?
Prune is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Prune founded?
Prune was founded in 1999. It employs 1,001 to 5,000 people.
Where is Prune based?
Prune is headquartered in Buenos Aires, Argentina, in the Latin America region.
How does Prune make money?
One revenue line is on record: retail Product Sales.
Who are Prune's main competitors?
Direct peers on record are Akiabara, Rapsodia, Jazmín Chebar, María Cher and Awada. Broad incumbents are Furla, Coach, Guess and Steve Madden. Montagne is listed as a regional player.
Does Prune have an API?
No public API is recorded for Prune.
What industry is Prune in?
Prune's product category is Fashion Retail. Its primary akta.pro industry code is CRAKAFAB, Luxury Leather Goods & Handbags, with a secondary code of CRAAAFAE, Luxury Accessories (Belts, Scarves, Hats, Small Leather Goods). Its NAICS code is 458110 and its SIC code is 5600.