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Left: Longchamp begins trading at Paris Orly Airport in 1961; Right: Longchamp’s boutique at the airport in 2012 | |
French leathergoods and clothing house Longchamp celebrated 50 years at the forefront of the duty free market during the 2012 TFWA World Exhibition in Cannes last month.
The house began its relationship with the world of air travel in 1961 at newly opened Paris Orly Airport and has maintained its presence in the duty free world ever since, the company explained.
“Longchamp has continuously reinforced its links with travel and stayed close to the travellers of today, no matter where they are in the world. Innovation and craftsmanship come together in Longchamp products that enhance those traveller’s journeys and the ingenuity of the house’s designers make travelling even more pleasurable,” it said.
Longchamp’s duty free sales have increased in line with its growth across over 100 countries worldwide, the company reported.
Especially popular is its Le Pliage line, alongside a wide variety of luxury luggage and leathergoods sold through a combination of exclusive Longchamp stores, department stores as well as multi-brand shops, airports and airlines.
The company’s travel retail strategy puts a larger focus on opening exclusive boutiques and bigger shop-in-shops, aimed at enhancing the control and quality of the brand’s presence.
“Duty free outlets are especially important for those travellers who already know and love Longchamp,” the company said. “In addition, they have a valuable role in younger markets, such as China, Russia, Brazil, and other emerging markets like southeast Asia and the Middle East where these stores provide a valuable and popular destination for those moving through airports more regularly.”
Jean Cassegrain, CEO of Longchamp and grandson of its founder, said of the anniversary: “Duty free and wide-ranging travel destinations are woven into our history and have played a major part in our success as a global brand. We are proud to have become a leading brand within duty free and one that travellers seek out when they are on the move.”
To mark the brand’s 50 years in duty free, Longchamp held a cocktail party at its newly renovated store in Cannes during the TFWA show last month.
2011: “a very positive year”
Longchamp had a very positive year in 2011, the company reported, with + 22% sales growth, thanks to the success of the new Balzane line.
Consolidated turnover grew to €390 million in 2011. The turnover breakdown by country/region was: France 35%, Europe/Africa/Middle East 31%, Americas 12% and Asia 22%.
All areas contributed to these excellent results, with sales climbing +14% in France, +30% in Europe, +23% in Asia and +26% for the Americas.
The rise of Longchamp’s manufacturing capacity in France and abroad made it possible for the brand to face a growing demand, it noted.
The first semester of 2012 saw the launch of the leather version of the Le Pliage bag and the introduction of a new communication platform it calls the “creative movement”, which positions the brand as an international luxury house.
This semester also saw a +18% upswing in the company’s turnover.
New prestigious openings are set to take place in New York, London, Dubai, Hong Kong and São Paulo (also see below for details).
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Longchamp CEO Jean Cassegrain celebrates the new store opening in São Paulo |
New store opens in São Paulo
In other news, Longchamp celebrated its most recent store opening in São Paulo, Brazil.
An opening ceremony took place on 6 November 2012 at the latest store, at the JK Iguatemi Mall, in the presence of Longchamp CEO Jean Cassegrain.
The glamorous event marked Longchamp’s growth and commitment to both Brazil and São Paulo, after recent openings at the Iguatemi Mall and JK Iguatemi Mall last May and June, joining its historic store in Cidade Jardim Mall, the company said.
The JK Iguatemi store is the latest expression of Longchamp’s global store design concept created by renowned architect Eric Carlson and his Carbondale agency.
The 80sq m new store aims to create a distinctive experience for customers and visitors. Throughout the interior, the importance of light is interpreted through the use of glass, most strikingly in the 5.5 metre-high mirrored ceiling which reinterprets the brand’s LM motif.
Glass and reflective surfaces are also used creatively, alongside matte effects on the walls and other vertical surfaces of the store, as they join other design details to reflect the essence of Longchamp’s elegance. The materials chosen – wood, lacquer, glass and leather – and the attention to detail reflect Longchamp’s tradition of craftsmanship and creativity, Longchamp said.
During the opening celebrations, Cassegrain welcomed famous Brazilian figures such as world-renowned model Carol Ribeiro, actress and model Laura Neiva, actress Mayana Moura and model and TV presenter Isabella Fiorentino, along with a large crowd of Paulistanos and Paulistas.
“Brazil is an increasingly important market to Longchamp and sales are increasing rapidly, with an estimated doubling of sales in 2012,” said Cassegrain.
“This new flagship store marks an important milestone in our relationship with Brazil, which began in 2008 when we first opened here in São Paulo.
“Our women customers are looking for a French elegant bag that combines quality, creativity and a twist of fun. They are likely to be professional and well-travelled, and they want to see the products that they buy abroad in stylish stores at home. They want to look good, keep up with trends and to own bags that fit in with their own lifestyle.”
About Longchamp
Longchamp was founded in Paris in 1948 by Jean Cassegrain, and is still owned and run by the Cassegrain family. Longchamp’s luggage, handbags and accessories have a worldwide reputation for craftsmanship, creativity and design and are complemented by shoes and ready-to-wear collections. Longchamp owns more than 236 boutiques worldwide and is available worldwide at 1,800 points of sale. It has 2,200 staff.
The group has 18 distribution subsidiaries (France, Monaco, Belgium, Luxembourg, Switzerland, Germany, UK, Ireland, Spain, Portugal, Italy, US, Brazil, China, Hong Kong, Taiwan, South Korea and Japan).
New store openings took place this year in Milan, São Paulo, Bangkok and New York.
