The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The brand has yet to turn a profit after more than a decade in operation, but it was back on a growth trajectory ahead of the pandemic, according to accounts published Thursday.
Its revenue increased 7 percent to £38.3 million ($52.6 million) in 2019, compared with a 16 percent sales decline in 2018. Operating losses for the fashion division also narrowed slightly to £11.9 million, a 5.5 percent improvement on the previous year.
However, the company continued to lose money, pointing to costs related to the launch of its beauty line. The accounts showed a net loss of £16.6 million in 2019, widening from £12.5 million in 2018.
The group, which installed Marie LeBlanc de Reynies as its new CEO in September 2019, said it was finally on a path to profitability before the pandemic hit. But Covid-19 provided an unexpected roadbump in the brand’s turnaround plans.
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To help mitigate the economic pressures of the crisis, the company received a £9.2 million cash injection from shareholders — part of which was used to pay off a £6.1 million bank loan in April. In response to the crisis, Victoria Beckham also implemented a hiring freeze, and, in September, the fashion brand restructured to help streamline the business and boost efficiency.
The company said it did not expect Brexit to have a “significant impact” on the group. Meanwhile, its new beauty brand has performed “strongly” this year according to the brand.
Hermes saw Chinese buyers snap up its luxury products as the Kelly bag maker showed its resilience amid a broader slowdown in demand for the sector.
The group’s flagship Prada brand grew more slowly but remained resilient in the face of a sector-wide slowdown, with retail sales up 7 percent.
The guidance was issued as the French group released first-quarter sales that confirmed forecasts for a slowdown. Weak demand in China and poor performance at flagship Gucci are weighing on the group.
Consumers face less, not more, choice if handbag brands can't scale up to compete with LVMH, argues Andrea Felsted.