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The Pronovias Group has developed its own culture, which can be summarised in 10 basic values

Pioneers/innovators: The Group was the first to design and manufacture bridal gowns under the “prêt-á-porter” concept, which already existed in the fashion world but had never been transferred to bridal fashion. It innovated by creating a franchise concept during the 1970s that had never been used before for bridal distribution purposes. It was the first Group to develop its own chain of stores in a fragmented world market in which distribution had been characterised by independent stores. It was a pioneer in internationalisation.