The line, which makes up more than half of the designer’s total business, is revving up its ambitions, with new retail partners and a new category launch: fragrance.

This week, Kering’s beauty strategy came into focus when the world’s second largest luxury fashion group announced that it is acquiring the niche fragrance brand Creed at a price close to $3 billion.

Brands including Jacquemus, Tod’s, Isabel Marant, and Victoria Beckham are experimenting with eccentric and absurd CGI marketing campaigns.

Check out this week’s new partners and openings on BoF Careers, the global marketplace for fashion talent.

The brand’s sales have grown by double-digits for the past four seasons, CEO Marie Leblanc said.

The British company will lower average prices for dresses by 40 percent and merge its main Victoria Beckham collection with its diffusion line to

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.

Consumers are rethinking how much they buy, while brands are realising that simply stocking more products does not drive better financial results. Winning companies must reduce complexity and inventory levels by taking a more focused and responsive approach to their assortment.