European Expansion


After nearly 20 years of working together across Europe, Underline joins the Principle Group to become Principle Italy, and further strengthens Principle’s European presence.

Underline Acquired by Principle to Become Principle Italy

The Principle Italy team

Michele Bonello, founder of one of Principle’s longstanding European partners, Underline, will take a seat on the Principle Global Board as CEO of Europe, whilst Cristian Delledonne will take a leading role in the future senior team as COO of Europe.

Principle CEO Victoria Woodings commented on the acquisition: “Triangulating the EU - US - UK with an important focus on new markets such as China, India and Africa, will give us the opportunity to grow our own global brand, and to be a reference point for the market and our customers.”