UPDATE: SMCP’s Q3 2025 results are in, revealing a 2.5% increase in organic sales, totaling €294 million. The company credits its full-price strategy and robust growth in the U.S. and EMEA for this positive momentum, despite ongoing challenges in Asia.
New reports confirm that SMCP’s focus on brand upscaling and a shift towards a full-price sales approach have taken hold, positively impacting revenues. “The positive momentum observed in the first semester was confirmed in the third quarter,” stated CEO Marie Guichot. She highlighted strong performances in America and EMEA, where growth remains resilient.
However, the situation in Asia remains complex. Sales in the region fell by 8.8%, primarily due to the impact of a network optimization strategy that resulted in the closure of 65 stores in China last year. Despite this, Guichot noted a return to mid-single-digit growth in the physical retail network, indicating that efforts to reposition the brand are beginning to yield results.
In South Korea, SMCP has partnered with the Samsung Group to enhance its market presence. This collaboration, starting with the spring 2026 collections, aims to distribute SMCP’s brands alongside luxury names like Balmain and Jacquemus.
Europe posted an 8% increase in sales overall, though France saw a slight decline of under 1% due to a complex political and economic environment. The company reported a rebound in physical store performance following the 2024 Olympic Games in Paris, despite digital sales being affected by the full-price strategy.
SMCP’s like-for-like growth reached 3.2%, supported by a strong performance in physical stores across all regions. The group is expanding its footprint, having recently opened its first store in Georgia and made strides in the Balkans and Egypt.
The luxury retail landscape is shifting, and SMCP is adapting by reducing its average discount rate by three points compared to 2024. Guichot expressed confidence in sustaining this trajectory in an uncertain market, emphasizing the brand’s desirability.
As SMCP heads into the end of the year, all eyes will be on its ability to maintain this growth amidst ongoing challenges in key markets. The company’s strategy to upscale brands and leverage partnerships like that with Samsung will be crucial in navigating these complexities.
Stay tuned as SMCP continues to refine its approach and adapt to the changing retail environment.
