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Photo of Prarthana Prakash
Prarthana Prakash
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Prarthana Prakash was a Europe business reporter at Fortune.

andy jassy
Success
Amazon’s sweeping RTO mandate might end up being more lax in Europe than in the U.S., report says
By Prarthana PrakashJanuary 9, 2025
an aircraft landing in nuuk, greenland
Politics
Donald Trump’s Greenland ‘fetish’ is spooking Europe—though this isn’t his first time, nor is he the only U.S. president to have tried it
By Prarthana PrakashJanuary 8, 2025
Axel Dumas
Retail
Hermès boss doesn’t like the company being compared to archrival LVMH, which once tried to buy the Birkin bag maker
By Prarthana PrakashJanuary 8, 2025
Mark Read, CEO of WPP.
Success
Global ad giant WPP issues sweeping RTO mandate for its 114,000 staff, calling them back to office 4 days a week
By Prarthana PrakashJanuary 7, 2025
a busy shopping street
Retail
The golden Christmas period was a huge boost for the U.K.’s biggest supermarkets Tesco and Sainsbury’s. But 2025’s storm clouds are brewing
By Prarthana PrakashJanuary 7, 2025
Stefano Cantino
Retail
Gucci will need to make a comeback under its new CEO—and it won’t be the first time for the languishing Italian luxury brand
By Prarthana PrakashJanuary 6, 2025
L’Oréal revealed its Cell BioPrint device at CES 2025.
Lifestyle
L’Oréal is launching a device that’ll tell you exactly what your skin needs (and doesn’t) so you don’t ‘audition’ products
By Prarthana PrakashJanuary 6, 2025
donald trump on the phone
Tech
Europe stunned the world with its ‘regulatory tsunami’ last year—but AI and Trump will add new snags in 2025
By Prarthana PrakashJanuary 3, 2025
person pouring beer from a tap
Lifestyle
Social stigma still overshadows 0.0 drinks for Gen Z, even as Diageo, Heineken, and AB InBev bet big on alcohol-free options
By Prarthana PrakashJanuary 3, 2025
Bernard Arnault, Ana Botín and Sharon White
Features
The people we think shaped European business in 2024
By Prarthana Prakash, Alex Wood Morton, Oliver Smith and Ryan HoggDecember 30, 2024
Tourism has become a dirty word. But 2025 could be the year vacationers stop being the villains, experts predict
Features
Tourism has become a dirty word. But 2025 could be the year vacationers stop being the villains, experts predict
By Prarthana PrakashDecember 27, 2024
a selection of mcdonald's products in a collage
Features
How McDonald’s has kept Europeans hooked by fusing an American fast-food staple with local delicacies
By Prarthana PrakashDecember 27, 2024
Photo of oil pumps
Politics
Russia’s multibillion-dollar revenue stream may soon grind to a halt, thanks to Ukraine. Its ripple effects could hit Europe
By Prarthana PrakashDecember 24, 2024
a picture of erno rubik holding a rubik's cube
Features
Rubik’s Cube is still selling millions after 50 years. Here’s how the old-school toy is keeping up with Gen Z’s digital shift
By Prarthana PrakashDecember 20, 2024
slabs of butter stacked at grocery stores
Retail
Poland is selling 1,000 metric tons of frozen butter to tackle inflation
By Prarthana PrakashDecember 19, 2024
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Success
Ex-PepsiCo CEO Indra Nooyi worked from midnight until 5 a.m. as a receptionist to pay for her Yale degree—and she says ‘respect went up’ because of itplaceholder alt text
By Preston ForeJuly 6, 2026
AI
Shark Tank's Kevin O'Leary says if he were 25 today, he'd chase these two booming opportunities in the world of AIplaceholder alt text
By Marco Quiroz-GutierrezJuly 5, 2026
Personal Finance
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By Joseph HostetlerJuly 6, 2026
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