The French luxury giant LVMH, whose portfolio includes icons like Louis Vuitton, Dior (Parfums Christian Dior), Celine, Fendi, Tiffany & Co., Bulgari, Hublot, Moët & Chandon, Dom Pérignon and many more, has announced it is selling the Marc Jacobs brand.
After a sharp rise in popularity in the early 2000s, Marc Jacobs has struggled to maintain momentum in recent years. Now, LVMH is divesting the fashion house to the American brand management company WHP Global, in partnership with G-III Apparel Group.
The deal, valued at approximately $850 million ($425 million each from the two buyers), is expected to close before the end of 2026. Marc Jacobs will continue as Creative Director.
This move comes as the luxury sector — particularly the mid- and entry-level segments — has faced weaker demand globally. LVMH wants to sharpen its focus on its strongest “power brands” such as Louis Vuitton, Dior, Celine and Fendi — a level Marc Jacobs never quite reached within the group.
With over 70 brands in its portfolio, LVMH has been quietly cleaning house. The company has already sold Off-White and its stake in Stella McCartney in recent years. Under Bernard Arnault’s leadership, the strategy is clear: sell non-core assets and reinvest the proceeds into the businesses that drive the strongest growth and margins.
It’s a classic “trim the portfolio” move in challenging economic times — and very typical LVMH. They don’t sell what works perfectly.
Personal reflection
Personally, I believe this could give Marc Jacobs a fresh chance to strengthen its position in the mid-range luxury segment under new owners who actually know how to run licensing and operations.
That said… not a single Marc Jacobs bag has ever made it into my own “bag portfolio,” which currently consists of Chanel, Dior, Louis Vuitton, Prada and Bottega Veneta. These so-called “investments” were all made long before I discovered the stock market.
Had I put the same money into LVMH shares instead, they would probably have tripled by now. Instead, the bags have quietly halved in value in my wardrobe. Classic. At least I have excellent taste… and an expensive lesson in opportunity cost.
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Mrs Dewlar 