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Why Victoria Beckham is celebrating her first profitable year after 17 years as a brand

The eponymous fashion designer and former Spice Girl’s brand has posted profitable sales for the first time since its inception in 2008.

The road to success in fashion can be long. Even when you’re an international star, you’re married to another international star. Even when your name is Victoria Beckham. The eponymous designer founded his brand in 2008. And only this year, in 2024, he shows a profit for the first time. It posted a 52% increase in revenue in 2023 to around 107 million euros, up from 69 million in 2022. And its adjusted EBITDA, meaning earnings before interest, taxes, depreciation and amortization, is positive, hence profitable.

Let’s put the numbers aside and take the story back to its beginning. Seventeen years ago, the former Spice Girls singer made her fashion debut with a small, minimalist collection that was discreetly presented at New York Fashion Week. It is composed of costumes that are still strongly influenced by the spirit of his friend and mentor Roland Mouret. The trend then moves towards a stretchy, tight and slightly oppressive plunging neckline. Then the Englishwoman slowly transformed into a true creator. He expands his offer. He gets rid of his inspirations, asserts himself and finds his own style. It now offers elegant, fluid, luxurious fashion, but without the frills and with a strong focus on cuts.

A sketch from Victoria Beckham’s spring-summer 2025 fashion show. (Paris, September 27, 2024).
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Finding her influence in fashion design, Victoria Beckham is also discovering herself as a businesswoman. He makes mistakes, learns, surrounds himself and makes decisions that finally bear fruit. After several quickly sold-out collaborations with Estée Lauder, she decided to launch a beauty line in 2019. Instead of relying on an industry giant, he launched under his own name and collaborated with one of the best noses in perfumery, Jerome Epinet, and one of the biggest stars in cosmetics for his products, the internationally renowned Professor Augustinus Bader. doctor and researcher, has his own brand of care.

When it comes to fashion, it is also changing its strategy by strengthening the link between its fashion shows and commercial collections. However, if success in respect is achieved very quickly, it is not the same for finance. Despite good sales, debts are piling up. In 2013, Victoria Beckham launched her online sales website and opened her first store in London. In the same year it also doubled its turnover, which at the time was over £30 million.

In 2017, private equity firm Néo Investment Partners took a stake and injected £30 million. The following year, the brand recorded a loss of 11.2 million euros, or 2.2 million euros more than the previous year. The team is strengthened by more than recognized profiles. Ralph Toledano, former president of the French Federation of Haute Couture and Fashion (FHCM), has been appointed chairman of the board of directors, and Marie Leblanc de Rainy, former head buyer of Printemps, has been appointed director general.

Model Uu presents a silhouette from Victoria Beckham’s Resort 2025 collection
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With this new direction, the brand continues to evolve, launching a line of bodywear and leather goods in 2022. It will also double its turnover to around 107 million euros in 2023 and grow for the third year in a row. So striking a balance today is a real turning point for the house, which is currently showing at Paris Fashion Week, another sign of recognition.

“It’s a huge achievement,” said the designer Harper’s Bazaar , as she prepares to receive the 2024 Women of the Year Entrepreneurship Award. The company has been through so much in seventeen years, ups, downs, restructuring, it’s been a real journey. So to finally be able to say we’re profitable is something I’m very proud of because it’s not an easy industry and it’s getting harder and harder.” Victoria Beckham has succeeded in this difficult challenge of transitioning from singer to artistic director, over time, but above all with talent, sidestepping any question of legitimacy.

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Source: Le Figaro

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