How did Phoebe Philo’s brand reach GBP 32 million (around EUR 37 million) in revenues just two years and two months after its launch? And how did it manage to triple turnover in 2025? Results that are all the more striking given that they were achieved at a time when the luxury sector was experiencing a slowdown.
Phoebe Philo triples revenues
According to financial statements filed in the UK at the end of 2025, the brand reported revenues of GBP 11.2 million in 2024 and estimates that it will reach GBP 32 million (EUR 37 million) in 2025. In other words, Phoebe Philo has tripled its revenues. This is despite the fact that 2024 closed with a loss of GBP 24.38 million — a normal occurrence for brands in their early years. The label, in fact, was launched on 30 October 2023.
How can a fashion brand with no physical stores and that has never staged a runway show grow so impressively? Some factors are immediately apparent. First and foremost is the designer’s established legacy and her deeply considered approach. Her minimalist aesthetic fits perfectly with the “quiet luxury” trend. Hypebeast also points out that, thanks to LVMH’s minority stake and the presence of Delphine Arnault on the board, the brand can also rely on the support of luxury’s top management.
The drivers behind the growth
Behind these results, however, lie a number of strategic choices. Chief among them is the decision to sell directly to end consumers through its own website, thereby avoiding the pitfalls that have hit many e-tailers. In 2024, wholesale accounted for just one third of the brand’s global revenues. According to Ladymax, in its first 18 months of operation the share of repeat customers reached 28%. Phoebe Philo belongs to a select group of brands — including Miu Miu, Alaïa and Brunello Cucinelli — that have offered a credible alternative within luxury, attracting consumers actively seeking something different. In short, Phoebe Philo has chosen to compete through a clear business strategy rather than relying solely on her personal figure and aura. The next challenge will be to turn this sales success into a truly sustainable business over the long term.
Photo: Phoebe Philo
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