In 2013, Ruffini took the company public, and its value shot up to $3.6 billion; with a reported 32 percent stake, he became a billionaire overnight. But business faltered the following year, after an Italian television show aired footage of inhumane methods used in Eastern Europe to collect goose down. Animal-rights activists called for a boycott of Moncler products and, despite the fact that representatives promptly demonstrated that the company used only humanely acquired goose down, share prices took a tumble. Moncler responded by issuing transparency updates on the provenance of its materials and opening its own certified down-preparation centers. In 2015, despite the global economic slowdown, sales rose once again. A store opened with fanfare in Tokyo—filling the Ginza district with emoticons—and a new American flagship is opening this month on New York's Madison Avenue.