lvmh may soon say goodbye to some of the brands most famous of their portfolio. As reported by the Financial Times, the group led by Bernard Arnault he would be studying one of the renovations most significant in its nearly 40-year history. The plan would include the possible sale of several assets, including the brand Marc Jacobs, the share held in Fenty Beauty – Rihanna's brand – and the American wine producer Joseph Phelps Vineyards.
In Paris the title LVMH rose 1,15% to 450 euros per share, a sign that the market appears to be positively interpreting greater cost discipline and a more focused strategy on its core brands.
LVMH focuses on cost containment and core brands
This possible turning point marks a change relevant in the strategy by Bernard Arnault, who built LVMH through a long series of acquisitionsSince 2000, the group has completed approximately 206 transactions, including symbolic acquisitions such as Tiffany in 2020 for approximately 16 billion dollars and Bulgari in 2011 for 3,7 billion euros.
Today, however, the context has changed. From 2023 the luxury market shows signs of slowdown, influenced by the contraction in purchasing power of "aspirational" consumers and the sharp price increases applied by the major fashion houses. In this scenario, even the group's strongest brands such as Louis Vuitton e Dior have recorded less dynamic growth than in the post-pandemic period.
The group's goal is now preserve the margins and focus investments on brands more profitable and resilientThe strategy appears to be geared toward greater portfolio selectivity, with a review aimed at distinguishing high-growth assets from those considered less strategic.
The divestments already initiated by LVMH in recent months
The potential sales transactions could be worth several billion euros and are part of a thorough review of the group's portfolio. This is not an isolated move: in the last 18 months, LVMH has already completed several resignations, including the sale of Off-White, the sale of the company's operations in China retailer Dfs and the reduction of the 49% stake in the brand Stella McCartney.
At the same time, according to rumors, other non-core assets are also under observation. In the beauty sector, brands such as Make Up For Ever e Fresh, in addition to the same share in Fenty Beauty. Even the division Moët Hennessy is reportedly evaluating possible disposals of underperforming businesses, including Eminent rum and other assets of the wine portfolio.
At the moment the French group has not released any official comments on the rumours published by Financial Times.
Hugo Boss confirms the crisis in the luxury sector
The difficulties of the luxury sector also emerge from the results of hugo boss In the first quarter of 2026, the German group recorded a 9% drop in sales to 905 million euros, while net profit attributable to shareholders fell 52% to 17 million euros. The slowdown in global demand, economic uncertainty, and costs associated with the new "Claim 5 Touchdown" strategy, with heavy investments in marketing, operational review, and brand relaunch, weighed heavily. Despite the sharply declining financial statements, the market reacted positively: Hugo Boss shares rose 1,38% thanks to the confirmation of the 2026 outlook and signs of recovery in the Asia-Pacific region, back on the rise after difficult months.
