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The French maison has delivered a strong revenue hike with digital acceleration, disciplined diversification, and broad regional momentum.
Financials
09 February, 2026
Table of contents
In the year when most of the global luxury industry entered a deceleration phase, Longchamp gave one of the strongest performances. Instead of volatility, the brand closed FY2024 (1 January 2024 to 31 December 2024) with around 20% year-on-year revenue growth, enabling its position as an independent, family-led player with resilience and a distinctive operating model. This performance was showcased by the ability of Longchamp to balance the heritage craftsmanship with evolving consumer expectations around longevity, value, and functionality.
The FY2024 results were stated through executive interviews, the Group’s CSR reporting and industry disclosures, displaying continued momentum in e-commerce, direct retail and global markets. Across major geographic regions, Longchamp experienced a broad sales acceleration, reinforced the initiative for long-term brand equity and profitability, and strengthened digital channel performance.
Longchamp’s growth in FY 2024 stood out because it occurred in the backdrop of slowing momentum for many global luxury brands. The company’s 20% revenue growth in the year introduced a trajectory that was already set in 2023, when the house earned $1.125million, leading to around $1.350million. This confirms that its demand remained well-versed across channels and regions.
The brand was a beneficiary of growing consumer fatigue with conspicuous branding and escalating luxury price points. As the aspirational consumers became more selective about what they buy, Longchamp’s positioning (premium-yet-accessible) allowed it to capture a considerable share without diluting its brand equity.
Most importantly, the label has a growth that was not influenced by wholesale dependency or discounting. Rather, FY 2024 performance showcased strong full-price sales, continued traction from signature products like Le Pliage, which remains culturally relevant to the age groups. and a healthy store productivity.
Longchamp had an expansion through diversified geography instead of being reliant on a single market, which acted as the critical factor in the revenue growth. With FY 2023 revenue estimated at around $1.125 million, an approximate 20% turnover hike in 2024 does not seem like a small rebound.
The whole performance was balanced across regions:
Europe continued to act as the stable revenue base, supported by resilient local demand and the recovery of global tourism flows, especially in major capitals.
Asia-Pacific went on to be a key growth engine, with South Korea delivering very strong momentum and China continuing to remain a strategic focus for selective retail expansion and brand building.
The Americas also contributed its fair share, driven by travel-linked retail and flagship locations, leveraging the exposure of Longchamp to tourist and high-traffic urban destinations.
This geographic balance between these regions has reduced the exposure to domestic slowdowns and enabled Longchamp to move forward and earn sales growth even when the conditions of demand varied sharply in the markets.
The omnichannel ecosystem of Longchamp, which combines franchised stores, travel retail, ecommerce, and directly operated boutiques, was in centre stage for the FY 2024 performance.
Direct retail expansion: An international network of over 400 boutiques in the major capital cities and strategy pathways remained to underpin the full-price sales, brand visibility, and customer experience control.
E-commerce growth: Digital sales have increased by approximately 30% in the year, assisted by improvements in logistics, online experience, and overall and correct omnichannel integration.
A feature of Longchamp’s FY 2024 performance is the extent to which it appears more structural than opportunistic.
The house remains family-owned and led, with CEO Jean Cassegrain emphasising a long-term brand stewardship over short-term optimisation continuously. In his interviews with Forbes Australia, Cassegrain highlighted the cruciality of gradual expansion, operational discipline, and preserving creative continuity - the principles that the brand was shaped into in FY 2024. The brand prioritises consistency, operational discipline, and controlled expansion.
From the product's perspective, Longchamp relied on enduring the iconic pieces instead of seasonal fashion cycles, resulting in underpinning demand stability. The iconic Le Pliage bag continues to resonate with different generations, such as Gen Z and value-driven luxury consumers, leveraging durable brand equity. The bag remains central revenue-driven, with its success managed through controlled updates rather than constant reinvention.
The brand benefited from the resilience of accessible luxury as consumers seek quality, heritage, and functionality over ultra-premium pricing. Strategic control over retail and production offers the brand the agility that other conglomerates lacked.
While leather goods remained the core growth driver in FY 2024, Longchamp continued to invest in adjacent categories, including footwear, accessories, and ready-to-wear, expanding its brand universe without losing the core proposition. These categories worked as the image-builder instead of volume drivers, assisting brand elevation and customer engagement.
The fiscal year saw a continued investment in curated assortments and experiential environments, with the brand’s Parisian identity being leveraged and in-store conversion being enhanced rather than focusing on aggressive retail. The focus remained on experience, productivity, and consistency in the markets.
According to Longchamp’s 2024 CSR report, Longchamp SAS planned to advance initiatives for material traceability, supplier engagement, water footprint measurement, and environmental impact reduction. While it did not directly affect the revenue, these investments assist long-term brand credibility and balance with rising expectations on responsible luxury.
FY 2024 validated the strengthening of long-term, family-led strategy in the luxury market, which was marked by increasing volatility. Delivering c. 20% revenue growth on an already billion-dollar base, the brand demonstrated that controlled distribution, product longevity, and disciplined expansion can still generate a great performance without relying on wholesale exposure or aggressive pricing. The year's key achievements included continued productivity across a network of more than 400 boutiques, accelerated ecommerce growth of around 30%, and balanced regional momentum spanning Europe, Asia-Pacific, and the Americas. Investments in sustainability, retail environments, and adjacent categories further leveraged brand enquiry and operational resilience.
By the end of FY 2024, Longchamp had made its commercial foundations and brand equity stronger, going into a subsequent trading cycle with a resilient cost structure, reinforced consumer relevance, and a more mature omnichannel ecosystem. The brand's priorities remain centred on selective geographic expansion, cautious development of adjacent categories, and further digital integration, while preserving Parisian identity and core leather goods franchise.
Cover Image: Grazia Singapore.
Read the full Longchamp report Here.
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