Saint Laurent Signals Ambitious Growth Under Kering Umbrella
Saint Laurent, the luxury House known for its enduring Parisian chic, is poised to significantly boost its revenue over the next three to five years. Sources close to the matter indicate that the plan is moving ahead under the ownership and strategic guidance of Kering. The assertion comes from Reuters, which cited company discussions and strategy documents as the basis for the forecast.
Francesca Bellettini, who serves as President and Chief Executive Officer of Saint Laurent, outlined a hopeful roadmap for the brand. She stated that the objective is to lift sales from the current base to a much higher level, with projections suggesting a long-term target that could reach around three billion euros. The year 2016 stood as a reference point, when sales were approximately 1.2 billion euros; the aim now is to more than triple that figure in the coming years while maintaining the label’s signature pedigree.
The growth plan rests on several strategic levers. Saint Laurent intends to broaden its footprint by opening additional stores in key markets, expanding its product portfolio to include eyewear, silk goods, and jewelry, and strengthening its online presence to reach modern shoppers where they browse and buy. Alongside this, the brand will grant more autonomy to the leaders of Saint Laurent’s regional divisions, enabling quicker decision-making and closer alignment with local consumer preferences. The overall emphasis is on delivering a consistent experience for regular customers, while still attracting new clientele with innovative product categories and efficient service. Reuters notes this multi-channel approach as a core element of today’s luxury playbook. — Reuters
Regional performance paints a picture of where demand lies. In 2021, Western Europe accounted for a sizable portion of sales, roughly one-third of the total. The Asia-Pacific region and North America each contributed about a quarter, reflecting strong momentum in both one of the world’s largest luxury markets and the rapidly expanding North American market. Japan held a smaller but meaningful share, highlighting the brand’s reach into diverse consumer bases across the globe. These regional dynamics will likely influence how Saint Laurent deploys store openings, marketing campaigns, and targeted product assortments in the years ahead.
Within Kering’s portfolio, Saint Laurent sits just behind Gucci in terms of brand value, a position that underscores its importance to the holding group’s luxury ambitions. The brand represents a notable portion of sales within the luxury goods category, contributing to Kering’s overall strategy of balancing heritage fashion with contemporary luxury demand. The continued investment in Saint Laurent reflects a broader industry trend where luxury houses intensify product development, expand distribution, and refine customer engagement to sustain growth in a competitive landscape.
Industry observers also point to the evolving role of collaboration and diversification in luxury branding. While the focus remains on core apparel and accessories, established houses increasingly explore adjacent lines and premium experiences to deepen customer loyalty and extend lifetime value. Saint Laurent’s push into eyewear and textiles like silk, alongside jewelry, aligns with this trend, offering additional touchpoints for consumers and opportunities for cross-category storytelling. The brand’s leadership is likely to monitor consumer sentiment closely, adapting both product design and retail strategy to maintain relevance in a fast-moving market.
As Saint Laurent advances its expansion, observers will watch how the balance between brand heritage and modern digital commerce unfolds. The company’s willingness to empower local managers suggests a flexible, customer-first mindset, while the ongoing emphasis on product diversification signals a readiness to respond to shifting tastes and spending patterns. The coming years will reveal how these choices translate into growth metrics, brand equity, and a stronger foothold in the global luxury landscape.
In summary, Saint Laurent is positioning itself for meaningful growth under Kering, leveraging store expansion, new product categories, and a more agile management approach to strengthen its market presence across major regions. The strategic plan reflects a broader industry trend toward multi-channel engagement and enhanced consumer experience, with the potential to elevate the brand to new heights in the years ahead.
— Reuters