LVMH Brands


Fendi is a luxury fashion house that was founded in Rome in 1925 by Adele and Edoardo Fendi. Since that time, Fendi has become known for craftsmanship and innovation while remaining true to its Roman roots. The company specializes in fur, leather, ready-to-wear, shoes, perfumes, eyewear, watches, and other accessories.

In 1999, LVMH and Prada joined forces to take a 51% stake in Fendi in a deal reportedly worth $850 million. Two years later, LVMH purchased Prada’s 25.5% stake in Fendi for $262 million to take control of the company.

This was during the Luxury Wars years.


Belvedere is a Polish rye vodka brand that was founded in 1993. The company initially produced vodka in a distillery constructed in 1910 before the first import was sent to the United States in 1996. Belvedere’s vodka contains zero additives in accordance with specific regulations and is also certified kosher.

LVMH acquired a 40% stake in Belvedere owner Millennium Import Company in 2002 with the stake increasing to 100% in 2005. Under LVMH’s direction, Belvedere was named the Vodka Producer of the Year for the third consecutive year at the 2017 International Spirits Challenge.

Officine Universelle Buly

Officine Universelle Buly is a French beauty brand that was founded in Paris in 1803 by Jean-Vincent Bully. Bully used his expertise and talent to create the Vinaigre de Toilette cosmetic vinegar which served as a skin tonic, cure-all, and deodorant. The product was popular with fashionable and affluent Parisians in the nineteenth century.

Officine Universelle Buly was revived in 2014 by Ramdane Touhami and Victoire de Taillac who had a passion for sharing France’s beauty care heritage. The company is a relatively recent acquisition for LVMH, having only been acquired in 2021. However, LVMH previously invested in the company via its minority investment arm in 2017.


LVMH touts Woodinville as “one of the top craft distilleries in America” and “more than just a whiskey.” The company was started in Woodinville, Washington state, and makes artisanal, small-batch brown spirits. 

Woodinville does not have a storied history like some other LVMH brands and was instead started in 2010. The company exists because two friends had a dream to make the world’s best whiskey with traditional bourbon production methods in a craft environment.

LVMH’s acquisition of Woodinville in 2017 marked the company’s first entry into the American whiskey market. The details of the deal were undisclosed.


Moynat is a Parisian maker of luggage and suitcases that was founded by Octavie and François Coulembier in 1849. The company rose to prominence with the automobile revolution and is named after Pauline Moynat, the first woman to bring feminine flair to the male-dominated luxury trunk-making industry.

The rights to Moynat were acquired by LVMH in 2010 after the brand had sat idle for over 40 years. CEO Bernard Arnault was swift to reawaken Moynat with stores in Paris, London, and Hong Kong. True to tradition, the company mostly focuses on making one item at a time and much of the stitching is done by hand.


Glenmorangie is a Scottish maker of single-malt whisky since 1843. The distillery is considered a pioneer in the industry, combining traditional practices with innovation and using the tallest stills in Scotland.

LMVH acquired Glenmorangie in 2004 for around £300 million which represented a 6% premium on the company’s then-market capitalization. In the process, it outbid compatriot Pernod Ricard. 

Since the acquisition, LVMH has turned the Scottish whisky into a global sensation without diminishing the quality of the whisky itself. This was facilitated by an updated label and the ability of Glenmorangie to leverage LVMH’s extensive distribution network. The company has also made investments in extra stills to increase production.


Kenzo is a fashion brand that was founded in Paris in 1970 by Kenzo Takada. The first boutique opened in Galerie Vivienne, with the company becoming known for a mix of prints, refined colors, and exuberant but cultured and optimistic creativity. There are now 122 stores around the world in 28 countries.

LVMH acquired Kenzo in 1993 for around $80 million. At the time, the company noted that it would enable its Louis Vuitton division to establish a strong position in fashion and accessories.

Loewe Perfumes

Loewe Perfumes is a botanic scent maker that released its first fragrance in 1972. The company is part of the Spanish luxury fashion house Loewe which also specializes in clothes, leather products, and other accessories.

Since its inception, Loewe Perfumes has created several iconic perfumes for men, women, and the home. The Botanical Rainbow, for example, comprises nine fragrance families inspired by nature, while the Home Scents range captures the essence of a vegetable garden.

LVMH purchased the rights to Loewe’s international distribution in 1986. It then acquired the remaining 70% of the company in 1996 for an undisclosed sum.


Hublot is a luxury watchmaker that was founded in 1980 by Italian entrepreneur Carlo Crocco. Headquartered in Switzerland, Hublot managed to establish a foothold in the competitive watch market with a blend of traditional watchmaking techniques, unconventional materials, and cutting-edge technology.

Crocco sold Hublot to LVMH in 2008 for an undisclosed sum. Post-acquisition, Hublot complemented other watch brands under the LVMH stable. These include TAG Heuer, Zenith, and collections from jewelers such as Fred, Chaumet, and De Beers. 

Le Parisien

Le Parisien is a general interest news media brand that is read by around 18 million people across various formats each month. Le Parisien’s mission is to provide quality, unbiased information that covers a vast range of subjects. 

The brand started life as Le Parisien Libéré in 1944 after the liberation of Paris in the Second World War. The name was shortened to Le Parisien in 1986 with the publication at the time a regional daily newspaper. In 1994, it started to be distributed around the country and became known as Aujourd’hui en France.

LVMH purchased Le Parisien from the media group Amaury in 2015. According to Reuters, the French multinational offered around €50 million to purchase the company and consolidate its media business

Related Visual Resources

Slow Fashion

Slow fashion is a movement in contraposition with fast fashion. Where in fast fashion, it’s all about speed from design to manufacturing and distribution, in slow fashion, quality and sustainability of the supply chain are the key elements.

Patagonia Business Model

Patagonia is an American clothing retailer founded by climbing enthusiast Yvon Chouinard in 1973 who saw initial success by selling reusable climbing pitons and Scottish rugby shirts. Over time Patagonia also became a fashionable brand also for its focus on slow fashion. Indeed, the company sells high-priced clothing items built to last which it will repair for free.

Patagonia Organizational Structure

Patagonia has a particular organizational structure, where its founder, Chouinard, disposed of the company’s ownership in the hands of two non-profits. The Patagonia Purpose Trust, holding 100% of the voting stocks, is in charge of defining the company’s strategic direction. And the Holdfast Collective, a non-profit, holds 100% of non-voting stocks, aiming to re-invest the brand’s dividends into environmental causes.

Fast Fashion

Fash fashion has been a phenomenon that became popular in the late 1990s and early 2000s, as players like Zara and H&M took over the fashion industry by leveraging on shorter and shorter design-manufacturing-distribution cycles. Reducing these cycles from months to a few weeks. With just-in-time logistics and flagship stores in iconic places in the largest cities in the world, these brands offered cheap, fashionable clothes and a wide variety of designs.

Inditex Empire

With over €27 billion in sales in 2021, the Spanish Fast Fashion Empire, Inditex, which comprises eight sister brands, has grown thanks to a strategy of expanding its flagship stores in exclusive locations around the globe. Its largest brand, Zara, contributed over 70% of the group’s revenue. The country that contributed the most to the fast fashion Empire sales was Spain, with over 15% of its revenues.

LVMH Business Model

LVMH is a global luxury empire with over €79 billion ($83 billion) in revenues for 2022, spanning several industries: wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry, and selective retailing. It comprises brands like Louis Vuitton, Christian Dior Couture, Fendi, Loro Piana, and many others.

Kering Business Model

Kering Group follows a multi-brand business model strategy. The central holding helps the brands and Houses part of its portfolio leverage economies of scale while creating synergies. At the same time, those brands are run independently. Kering is today a global luxury brand that made over €20 billion in revenue based on this multi-brand strategy. Within Kering Group are brands like Gucci, Bottega Veneta, Saint Laurent, and many more—the primary operating segments based on luxury and lifestyle.

Kering Brands

Kering is a luxury goods multinational founded in France by François Pinault in 1963. The company, which initially specialized in timber trading, grew via acquisitions and was listed on the Paris Stock Exchange in 1988. Two years later, Kering merged with a French conglomerate interested in furniture, department stores, and bookstores.

Ultra Fast Fashion

The Ultra Fashion business model is an evolution of fast fashion with a strong online twist. Indeed, where the fast-fashion retailer invests massively in logistics and warehousing, its costs are still skewed toward operating physical retail stores. While the ultra-fast fashion retailer mainly moves its operations online, thus focusing its cost centers on logistics, warehousing, and a mobile-based digital presence.

ASOS Business Model

ASOS is a British online fashion retailer founded in 2000 by Nick Robertson, Andrew Regan, Quentin Griffiths, and Deborah Thorpe. As an online fashion retailer, ASOS makes money by purchasing clothes from wholesalers and then selling them for a profit. This includes the sale of private label or own-brand products. ASOS further expanded on the fast fashion business model to create an ultra-fast fashion model driven by short sales cycles and online mobile e-commerce as the main drivers.

Real-Time Retail

Real-time retail involves the instantaneous collection, analysis, and distribution of data to give consumers an integrated and personalized shopping experience. This represents a strong new trend, as a further evolution of fast fashion first (who turned the design into manufacturing in a few weeks), ultra-fast fashion later (which further shortened the cycle of design-manufacturing). Real-time retail turns fashion trends into clothes collections in a few days or a maximum of one week.

SHEIN Business Model

SHEIN is an international B2C fast fashion eCommerce platform founded in 2008 by Chris Xu. The company improved the ultra-fast fashion model by leveraging real-time retail, quickly turning fashion trends in clothes collections through its strong digital presence and successful branding campaigns.

Zara Business Model

Zara is a brand part of the retail empire Inditex. Zara is the leading brand in what has been defined as “fast fashion.” With almost €20 billion in sales in 2021 (comprising Zara Home) and an integrated retail format with quick sales cycles. Zara follows an integrated retail format where customers are free to move from physical to digital experience.

Wish Business Model

Wish is a mobile-first e-commerce platform in which users’ experience is based on discovery and customized product feed. Wish makes money from merchants’ fees and advertising on the platform, and logistic services. The mobile platform also leverages an asset-light business model based on a positive cash conversion cycle where users pay in advance as they order goods, and merchants are paid in weeks.

Poshmark Business Model

Poshmark is a social commerce mobile platform that combines social media capabilities with its e-commerce platform to enable transactions. It makes money with a simple model, where for each sale, Poshmark takes a 20% fee on the final price for sales of $15 and over and a flat rate of $2.95 for sales below that. Its gamification elements and the tools offered to sellers are critical to the company’s growth as a mobile-first platform.

Read Next: Zara Business Model, Inditex, Fast Fashion Business Model, Ultra Fast Fashion Business Model, SHEIN Business Model.

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