Since its start as a merchant of cashmere, vicuña, linen and merino fabrics, Loro Piana expanded to design knitwear, leather goods, footwear, fragrance and related accessories.

Its core branding includes the Loro Piana family signature and coat-of-arms, depicting a European beech tree, a golden eagle, and two diagonal Stars of Italy, framed by flower thistles.

After taking the lead of the company in the 1960s, Franco Loro Piana, grandson of Pietro, started to export high-quality fabrics to Europe, America and Japan.

[4] As of July 2022, Loro Piana distributes its products in Europe, North America, the Middle East, China, South Korea, Indonesia and Japan.

[11] The company reached an agreement with the government of Peru and local villages in the Andes in 1997 to only source vicuña fiber from living animals raised in the area.

[14] In March 2024, Bloomberg News criticised the company's compensation agreements with local vicuña wool communities for being insufficient and ineffective in combatting subsistence farming.