LVMH considers selling Marc Jacobs and exiting Fenty Beauty

Luxury giant LVMH, led by Bernard Arnault, appears to be preparing a strategic shift that breaks with decades of expansion based on acquisitions. According to the Financial Times, the group is reportedly considering the sale of assets deemed non-essential, including the Marc Jacobs brand, its stake in Fenty Beauty — the beauty brand launched by Rihanna — and the US winery Joseph Phelps Vineyards. Although there is no official confirmation, the mere rumour has been enough to buoy the market, with a slight rise in the group’s shares in Paris.

This potential move marks an interesting shift in narrative; Arnault, known for building his empire through strategic acquisitions (more than 200 since 2000), now appears to be opting for selective pruning. Deals such as the acquisition of Tiffany & Co. or Bulgari defined an era of aggressive growth, but the current context demands a different mindset. The luxury sector is no longer growing at the pre-pandemic rate, and the aspirational consumer—key in recent years—is more restrained in the face of economic pressure and rising prices.

In this new landscape, the focus has shifted to profitability and resilience. Iconic brands such as Louis Vuitton and Dior remain cornerstones, but even they have seen their growth slow. Consequently, the strategy seems clear: less volume, more precision. LVMH has already given hints in recent months with divestments such as Off-White, the downsizing of Stella McCartney and adjustments to its DFS retail division. Everything points to a portfolio clean-up to strengthen the core of the business.

Sofia Coppola portrays Marc Jacobs as a pop icon beyond fashion.