The French luxury fashion and accessory brand Longchamp recorded sales growth of 20 percent in 2024 and thus set a new record for the independent family business, which has been managed by the Cassegrain family for four generations.
Longchamp achieved growth in all regions and sales channels, with “remarkable increases” in Europe (+33 percent), the USA (+27 percent) and South Korea (+93 percent), the label said on Thursday. The business also developed positively in the Middle East.
In 2024, Longchamp generated 19 percent of its sales in France, 35 percent in the rest of Europe and the Middle East, 13 percent in North and South America and 34 percent in the Asian-Pacific region. This growth led to the creation of 800 new jobs in the past two years, half of which in France.
In addition to the success in inpatient trade, Longchamp recorded significant growth in online business, which increased 30 percent in 2024 and thus doubled within two years. This growth is the result of a comprehensive redesign of the e-commerce platform in 2023. The website records over five million visits per month, says Longchamp.
The luxury label has also strongly invested in its inpatient shops in recent years and has renovated around 300 sales outlets between 2022 and 2024. These modernizations introduced a new concept inspired by the eclectic style of a Paris apartment. This allows the brand to present and upgrade its collection in the middle of contemporary art and furniture. In the past three years, Longchamp has acquired around 200 new works of art from around 60 different artists: in the inside, with a special focus on young and aspiring female talents.