Company profile
- Industry
- Luxury goods
- Founded
- 1987
- Headquarters
- Paris, France
- Ownership
- Publicly traded; controlled by the Arnault family
Profiles are auto-generated and infrequently updated.
Decisions on record
3 verified Decision Cases on LVMH, and the casebook each one belongs to.
| Fork date | Decision type | What LVMH chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2019 | Adjacency Expansion | Close renegotiated deal | in H1 2025 revenue fell 4% and profits plunged 22% (2025) | Read the story → | Adjacency Expansion Casebook → |
| 2021 | Moat Anatomy | Close at renegotiated price | high-jewelry revenue quadrupled and operating profit doubled (2024) | Read the story → | Moat Anatomy Casebook → |
| 2022 | Founder Doctrine | Lock ownership, leave leadership open | large holders demanded clarity on the succession plan outright (2026) | Read the story → | Founder Doctrine Casebook → |
Run one of these yourself
The decisions LVMH faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Business ModelThe Pricing Model ChangeWhat does changing how you charge cost before it starts paying?See the pack →Growth & PortfolioThe Adjacency ExpansionWhen does the business next door belong to you?See the pack →People & ControlThe Founder ControlWhat does holding control cost you, and what must it be worth?See the pack →
The analyses
The Pricing Lens · Business Model
Louis Vuitton Raises Prices in Downturns Because the Price Itself Is the Product
A €3,000 handbag marked down to €2,000 doesn't sell one bag cheaply - it quietly tells every customer the bag was never worth €3,000. That's why Louis Vuitton runs no sales, no outlets, and no discounts, ever, and raises prices in a downturn. For a luxury house, the price isn't on the product. The price is the product.
7 min
The Adjacency Expansion · Growth & Portfolio
LVMH Looks Like a Master Plan. Its Own CFO Says It Wasn't.
The legend says Bernard Arnault founded LVMH and assembled a luxury empire by design. He didn't found it, and there was no design - his own CFO calls the acquisition strategy 'purely opportunistic.' The genius was the capture, not the blueprint.
7 min
The Founder Doctrine · People & Control
LVMH's Succession Contest Is a Leash: Arnault Can Hold the Top Job Until Age 85
Bernard Arnault locked LVMH to his bloodline for 30 years and put four of his five children on the board. Yet the one job that matters has no heir named - and he can hold it until age 85. The 'beauty contest' isn't a transition. It's a leash.
8 min
The Moat Anatomy · Moat & Competition
LVMH's Moët Dates to 1743 and Still Fell 9% — the Moat Is Who Controls the Story of Age
Everyone thinks luxury's moat is heritage - the older the house, the deeper the protection. But LVMH's oldest maisons, Moët (1743) and Hennessy (1765), posted a -9% organic decline in H1 2024. Age didn't save them. The real moat is who controls the story of age.
8 min
The Moat · Moat & Competition
LVMH's 2024 Numbers: Profit Down 14%, and a Real Moat Narrower and More Physical Than the Myth
The legend says LVMH is protected by heritage and brand magic. The 2024 numbers say otherwise: profit fell 14% to €19.6 billion on revenue that declined roughly 2% to €84.7 billion, and the margin slipped from 26.5% to 23.1%. The real moat is narrower — and far more physical — than the mythology.
8 min
Tools to try
- Ansoff move finderFramework: Ansoff Matrix
- Business model canvas builderFramework: Business Model Canvas
- Change readiness checkFramework: Kotter's 8-Step Change Model
- Five Forces scorerFramework: Porter's Five Forces
- SMART goal builderFramework: SMART Goals
- SWOT builderFramework: SWOT Analysis
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