Celine, the luxury label owned by LVMH, has seen a significant boost in sales under the creative direction of Hedi Slimane. Despite the challenges posed by the pandemic, Celine has thrived, with Slimane’s ready-to-wear lines, leather goods, and perfume collections garnering tremendous success.

Although specific sales figures have not been disclosed, analysts estimate that Celine’s total sales exceed €1 billion. Accurate sales data for Celine S.A. was obtained by FashionNetwork.com, confirming the success of Slimane’s vision for the brand. In 2021, Celine S.A. achieved a revenue of €728 million, demonstrating consistent growth since 2018, apart from a decline in 2020 due to the Covid-19 crisis.

When Slimane initially introduced his distinctive sexy-rock style, it faced criticism after his first shows. However, he successfully adapted and won over buyers by infusing a Parisian bobo-chic spirit into his collections. This approach revitalized the brand and attracted a younger, more fashion-forward customer base.

Slimane’s impact on Celine goes beyond the creative aspect. He completely transformed the label’s visual identity, rebranding it with a new logo and removing the accent in the name. He personally captured many of the advertising campaigns and redesigned the interiors of Celine’s stores. The number of Celine points of sale worldwide has increased to 178, including monobrand stores, shop-in-shops, and corners, with Paris alone having 10 stores. The company’s workforce has also significantly grown from 404 employees in 2017 to 675 in 2021.

In addition to expanding the brand’s reach, Slimane introduced Celine’s first men’s line, which received positive feedback from retailers. He also launched a high-end perfumery collection and a line of luxury leather goods, combining artisanal craftsmanship with his creative vision. These additions elevated Celine’s brand image and expanded its product range.

LVMH had set a goal of doubling Celine’s sales within five years when Slimane was appointed. Although the pandemic disrupted this plan, Celine’s French company is on track to achieve it. Before Slimane’s tenure, Celine S.A. generated approximately €400 million in revenue. Sales reached €494 million in 2018, €611 million in 2019, and decreased to €409 million in 2020 due to the pandemic. However, in 2021, Celine S.A. saw remarkable revenue of €728 million, representing a 78% increase compared to the previous year.

In terms of sales distribution, Celine’s export sales reached €564.5 million in 2021, experiencing an 81% growth. Sales in France also grew by 67% to €162.9 million, with Celine’s French stores witnessing a 21% increase to €74.3 million. Online sales saw exceptional growth, soaring by 143% in 2021 to €40.3 million.

Based on these strong performance indicators, experts predict that 2022 will be Celine’s most successful fiscal year to date. With Hedi Slimane’s creative direction and innovative strategies, Celine has cemented its position as a powerhouse in the luxury fashion industry.

Here are two useful links to learn more about Celine’s success under Hedi Slimane’s creative direction:
1. Business of Fashion: LVMH’s Celine Drip: Will Hedi Slimane’s Gambit Pay Off?
2. Vogue: The Making of a Megabrand: Inside Hedi Slimane’s Radical Strategy for Celine