Chanel to open private boutiques for its most exclusive customers

In a bid to increase its exclusivity and thank its best customers for their undisputed loyalty, Chanel will open private boutiques for them.

The decision was taken after the fashion house‘s revenues soared by up to 50% and 23% by 2021. This rapid growth could result in saturation of its main boutiques, so Chanel has decided to open private boutiques for its most loyal and expensive customers.

According to Philippe Blondiaux, CFO, watches and jewellery are the items that have been driving sales this year. On the other hand, fragrances and beauty products have suffered some decline. And despite the constant threats brought about by the Russian-Ukrainian conflict and the closure of shops in China, Chanel remains confident that it “will be able to deliver a solid performance and healthy growth this year.”

Despite this, the French luxury giant continues to reject the idea of selling clothes or watches through the online boutique. “We do not and will not sell fashion or watches online. Exclusivity remains a top priority. Our main concern is to protect our customers and, in particular, our pre-existing customers. We will invest in highly protected boutiques to serve customers in a very exclusive way.”