The containment measures imposed in China lead the sales of Chanel, Burberry and Richemont, while the United States remains a still carrier market.
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The figure amazed. Chanel unveiled, Tuesday, May 24, having reached $ 15.6 billion in turnover in 2021, or 14.5 billion euros. The luxury house took advantage of a surge of 49.6 % of its sales to erase the horrible year of 2020 during which its activity had unscrewed by 18 %, to stand at 8.3 billion euros . The group held by the brothers Alain and Gérard Wertheimer surpassed the activity of the 2019, pre-Pandemic. Thanks, in particular, to very strong price increases, its profitability exceeds 170 % that of 2020, to $ 5.46 billion in operating profit. Its net income crosses the $ 4 billion mark, up 68 % over the last financial year compared to 2019.
“Despite the difficult context of 2021, our results highlighted a strong demand from our customers,” said Philippe Blondiaux, Chanel financial director, by press release. In 2021, the house founded by Gabrielle Chanel had, it is true, continued to invest to support the notoriety of the brand: the envelope devoted to its promotion then reached $ 1.8 billion, or 32 % more than In 2020.
What will he be in 2022? The group’s financial director promises that the year will be “a new year of significant investment”. They will exceed a billion dollars. And more than 3,500 people will be hired at Chanel this year. In Paris, the brand has just reopened its jewelry store in Place Vendôme, after a year of work. And the parades of the collections drawn by Virginie Viard again benefit from an extraordinary theatricalization. After Dubai, the models of the claw flew for Monaco, on May 5, to present the 67 silhouettes of the Cruise collection.
closed doors
However, several markets may worry the luxury house which employs 28,500 employees and operates 523 shops worldwide. The brand cut the bridges with Russia. Just like its competitors. Since March 4, Russian Chanel stores have been closed. In China, the brand cannot use all of its commercial network, given the confinement imposed by the Chinese administration to combat the propagation of the coronavirus. The brand specifies in the world that 35 of its Chanel perfume and beauty products shops are currently closed. Just like five of its sixteen fashion and jewelry stores. In April, the brand suffered a decline in “two -digit” activity.
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