SMCP Powers Ahead in 2025 Driven by Americas and EMEA Growth

SMCP, the parent company of accessible luxury brands Sandro, Maje, Claudie Pierlot, and Fursac, has maintained its positive momentum, carrying strong performance into 2025. The group reported robust third-quarter sales growth, primarily propelled by excellent results in the Americas and EMEA regions. While France and the Asia-Pacific region presented more varied outcomes, the overall trajectory remains positive, reflecting strategic efforts across its diverse portfolio.

For the three months spanning July to September, SMCP's group sales reached an impressive 295 million euros. This figure marks a 2.5% increase on an organic basis compared to the 293 million euros recorded in the third quarter of 2024. On a comparable basis, sales growth was even stronger at 3.2%. A key highlight from the group's press release was the sustained positive momentum observed within its physical store network across all regions, notably including the crucial market of China.

Regional performances, however, showed distinct patterns. The Americas and EMEA (Europe, the Middle East, and Africa, excluding France) emerged as the primary engines of growth. The Americas region showcased "excellent momentum," achieving an outstanding organic growth of 10.5%, contributing 47 million euros to the total. This strong performance was particularly driven by price increases and higher sales volumes in the US, alongside Canada's return to growth on a like-for-like basis. Similarly, EMEA demonstrated solid organic growth of 8.3%, generating 110 million euros, bolstered by its effective full-price sales strategy and the dynamism of its partners, especially in the Middle East and Turkey.

Conversely, France, which had reported growth in the first half of the year, experienced a slight organic decline of 0.8%, with sales totaling 97 million euros. The group attributed this dip, particularly in September, to the resilience of sales being affected by the prevailing political and economic environment. The Asia-Pacific region faced a more significant challenge, with sales falling by 10.7% to 40 million euros. This decline was primarily due to the ongoing impact of a network optimization strategy that began implementation in 2024.

Looking at individual brand performance for the quarter, Maje led the group with an organic growth of 4.3%, achieving 115.7 million euros in sales, following its CEO Elina Kousourna's recently outlined strategy. Sandro also posted solid organic growth of 2.2%, contributing 145.5 million euros. However, the "other brands" segment, encompassing Claudie Pierlot and Fursac, recorded a slight downturn of 2.7%. Group CEO Isabelle Guichot emphasized the positive momentum and reaffirmed the strategic pillars, stating, "In line with our strategic plan, we continued our efforts across all our regions to strengthen the desirability of our brands, enabling us to implement our full-price strategy. Above all, these results reflect the commitment of our teams around the world. Building on this progress, we approach the end of the year with confidence in our ability to continue on this path, in a market that nonetheless remains uncertain."

For the cumulative first nine months of 2025, SMCP’s total sales reached 895 million euros, marking a 2.8% organic increase over last year's 879 million euros. During this extended period, all main brands maintained organic growth, with Sandro up 3.2% (448 million euros) and Maje up 3.4% (340 million euros). Regional contributions from France (+1.3%), EMEA (+6.7%), and the Americas (+11.4%) collectively sustained this positive momentum, successfully offsetting an 8.8% organic decline observed in the APAC region.

While the group did not disclose its profitability for the third quarter, CEO Isabelle Guichot underscored the overall efforts to bolster margins. A central component of this strategy is the full-price approach, which the group reported has resulted in a three-point reduction in the average discount rate compared to 2024. Notably, in Asia, SMCP's brands made substantial progress on this front, achieving an impressive 8-point drop in the share of discounted sales, despite some impact on digital sales.

Beyond sales figures, SMCP continues to focus on strengthening brand storytelling and enhancing the customer experience. Its physical store network remains a significant priority, with 1,651 points of sale globally. The group expanded its footprint with new openings, including 11 across Europe, the Middle East, and Africa, and also made an entry into Georgia. Looking ahead, a strategic agreement with Samsung in 2026 is set to facilitate further development and expansion in South Korea.