LVMH acquires stake in Polène, Parisian brand featured in Emily in Paris
A new generation of young fashion brands is having a major growth these last years, partially linked to the international success of hit series such as Netflix ‘Emily in Paris’. This has not escaped the eye of the biggest French luxury group, LVMH, who has confirmed acquiring a minority stake in Polène Paris.
Two stores in Paris, an in-store corner in Le Bon Marché, two points of sales in Seoul, Tokyo and New York. These key-retail places have expanded the notoriety and sales of Polène since their debut in 2016. Founded that year by siblings Elsa, Antoine and Mathieu Mothay, Polène started with a small atelier in the 11th arrondissement of Paris, with their iconic Numéro Un.
Easily recognisable by its sensual lines and structured shape, thirteen collections of bags followed, alongside products like micro bags, belts and lately, a jewellery line. Overall, Polène bags are characterized by their clean lines, understated elegance, and attention to detail.
Inspired by iconic style figures such as Madame Gras, Madeleine Vionnet and Mariano Fortuny, the brand has differentiated itself by their delicate curves and minimalist design, practical for everyday use. Made in Ubrique, Spain, their understated style evokes perfectly the quiet luxury trend and the refinement à la française, that greatly seduces the Asian and American market, both key players to the luxury sector.
Through L Catterton, LVMH investment fund, Bernard Arnault family office has confirmed his presence as minority stakeholders, replacing Otium Capital, the former main investor of the brand.
So, does this means that Polène bags price will go up?
Not in the near future, but our guess in the long term is yes. It is a common practice in the premium and luxury brands of big corporates to rise up their price range almost yearly, in an attempt to keep desirability, reposition themselves amongst competitors and evade inflation.
Our take is that the Polène universe could see an expansion in other categories in the next few years: ready-to-wear, shoewear (a big classic for leather brands), eyewear and a leather goods men line. With LVMHs financial support, this is largely possible now.
Should I invest in one? Or is it too late?
Better late than never. Polène bags are definitely still a good investment. Even is the price has gone up since 2016, they are still great value for money. In a market where leather goods from luxury brands have an average mark up of €2500 for a shoulder leather bag, a Polène piece has definitely an advantage with their €380 CYME and €390 NODDE bags.
At that price point, only brands like Jacquemus have managed to seduce the market at that level.
So, short answer is, yes! Invest in a Polène bag, if you can.
Where can I live the retail experience and brand universe of Polène?
There is nothing like home, and Polène store in Paris perfectly reflects the Parisian and minimalist design spirit of the brand. With points of sales in New York and Seoul, the brand is set to open new stores in London and Hambourg in 2025.
If you are still curious, take a look at the visit the Polène Paris store with our founder, Adriana Seminario.
