What: LVMH undertakes strategic portfolio review amid luxury market downturn, considering divestments and restructuring across multiple divisions while closing loss-making operations like 24S and DFS Hong Kong.

Why it is important: The comprehensive nature of LVMH's restructuring demonstrates how luxury groups are being forced to reevaluate traditional business models, prioritising profitability over pure growth while adapting to new market realities.

LVMH is implementing a comprehensive restructuring strategy across its portfolio in response to market challenges. The group is evaluating various strategic options, including a potential Sephora IPO and exploring partnerships for Moët Hennessy. In the beauty division, while Dior Beauty generates 80% of profits, the group is considering options for underperforming brands like Fresh, Benefit, and Make-Up Forever. The company is also addressing loss-making operations, including the closure of 24S, which accumulated significant losses over eight years, and the sale of DFS duty-free retail in Hong Kong. This restructuring reflects Bernard Arnault's strategic vision, particularly evident in the group's approach to online retail, where brands are now focusing on their own e-commerce operations rather than third-party platforms. The changes extend to management, with significant turnover in the beauty division and potential further leadership changes across the organisation.

IADS Notes: LVMH's strategic transformation throughout 2024-2025 reflects fundamental changes in the luxury market landscape. According to The Economist in December 2024, the luxury sector faced its first significant downturn since the Great Recession, with a projected 2% decline. This challenging environment prompted significant organisational changes, as WWD reported in January 2025, when LVMH announced a 2% revenue decline for 2024, leading to comprehensive portfolio review. The company's adaptation continued in March 2025, with WWD covering the strategic reunification of Le Bon Marché and La Samaritaine under single leadership, demonstrating efforts to optimise retail operations. The transformation extended into digital innovation when, as reported by The Wall Street Journal in June 2025, LVMH implemented a comprehensive AI strategy across its 75 brands to navigate market challenges while preserving the luxury experience. However, challenges persisted into Q1 2025, with WWD reporting in April a further 2% revenue decline and a 4% drop in the fashion and leather goods division, underlining the ongoing need for structural changes in response to evolving market conditions.

LVMH closes its online ecommerce website 24S