Yves Hanania’s Post

Longchamp’s long-anticipated move into fragrance marks a strategic evolution for the brand On July 22nd, 2025, Longchamp signed an exclusive fragrance license agreement with Interparfums, extending through December 31, 2036, with the first launch slated for 2027. Historically, the company has been cautious about diversifying beyond its core leather goods business, a focus that proved wise. After years of volatility, Longchamp’s revenues peaked at over €800 million post-COVID, confirming the strength of its model. Today, the brand is well-positioned in the sweet spot between accessible luxury players like Tory Burch, Coach, or Michael Kors, and pure luxury houses that have made their handbags inaccessible for many through significant price increases, often 30% to 50% or more. Entering the crowded fragrance market will require careful differentiation. Longchamp has a unique opportunity to build on its playful and recognizable identity, particularly through its iconic Le Pliage, which could inspire personalized editions or collectible bottles, just as the brand has done with the bag itself. The challenge will be to strike a balance between commercial appeal and olfactive creativity, steering clear of generic mass-market scents while avoiding the elitism (and pricing) of certain niche brands. A great fragrance needs to be desirable, memorable, and aligned with the brand’s values: Parisian chic, freedom, and joy. This new chapter could prove to be a smart extension, if executed with the same discipline and flair that have defined Longchamp’s recent successes. Paul Roberts as an active expert what is your thoughts? #LuxuryMarketing #FragranceIndustry #BrandStrategy #AccessibleLuxury #Longchamp #OlfactiveIdentity #LePliage #LuxuryTrends #BrandExpansion #BrandEcosystem #BrandDiversification