Longchamp is reaping the benefits of a 20% sales increase, partly thanks to what its CEO calls greedflation in the luxury sector. “We have gained from consumers questioning whether it is really normal to sell a handbag for GBP 3,000”, Jean Cassegrain told WWD. Longchamp grew by 45% in 2023, 20% in 2024, and continues to record strong sales growth in 2025.
Enjoying its +20%
“Our business has been very strong over the past three years. We project a joyful, positive and optimistic image, whereas many brands tend to be colder and more monochrome”, Cassegrain explained. Pricing has also played a role. Although Longchamp’s own prices have risen — “due to inflation, not greed”, as he insists — the brand has gained ground from the far steeper price hikes imposed by rivals. As a result, a segment of consumers abandoned by international luxury houses has sought out alternatives.
The channels
Whereas 40 years ago the French brand’s sales relied heavily on wholesale, today direct retail is driving revenues. “The main advantage of wholesale is that it introduces the brand to a different clientele who might walk into those shops, but for us it is still crucial to maintain full control of the message from start to finish”, said Cassegrain. He confirmed that Longchamp’s positive momentum is continuing into 2025. Contributing to the strong performance is a strategy of taking Longchamp around the world through initiatives and events. “We must do everything possible to stand out in a very competitive environment. Events have become a significant way of communicating”, noted the CEO. One particularly promising market, he added, is the Middle East — especially as many consumers there were “educated” in Europe, and in London in particular.
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