Stella McCartney Buys Back Minority Stake from LVMH, Moves Towards Independence

Stella McCartney

On January 27, Stella McCartney announced that she had repurchased the minority stake in her brand previously held by LVMH Moët Hennessy Louis Vuitton. The news was shared in a joint statement from both parties on the opening day of the Paris Haute Couture Week Spring/Summer 2025. The statement highlighted: “This new chapter for Stella McCartney reflects her desire to independently write a new page in her story, following years of close collaboration with the group to strengthen her brand’s foundations and governance.”

Since forming a partnership with LVMH in 2019, Stella McCartney’s brand has prioritized enhancing governance and establishing a strong foundation for future growth.

Achievements Under the Partnership with LVMH

Over the five-plus years of collaboration with LVMH, Stella McCartney has achieved significant milestones, particularly in the area of sustainability. The brand welcomed Amandine Ohayon as CEO, revamped its management structure, streamlined its retail network, and enhanced operational efficiency. Additionally, the brand prioritized research on supply chains and materials, launching innovative projects aimed at reducing environmental impact.

One standout initiative was the collaboration with Veuve Clicquot. Together, they recycled discarded grape stems from Champagne production and repurposed them into materials for luxury accessories and bags. These products debuted on the runway during the Spring/Summer 2024 collection and received widespread acclaim across the industry.

Furthermore, Stella McCartney worked with other LVMH brands to advance the use of sustainable materials. Notably, the “Frayme Mylo Bag” was developed using mycelium, the root-like structure of mushrooms, in collaboration with Bolt Threads. This groundbreaking bag, made from Bolt Threads’ “Mylo,” became a symbol of eco-conscious fashion.

Frayme-Mylo
The “Frayme Mylo Bag,” made from mycelium. Courtesy of Stella McCartney

Pandemic Struggles and Rebound

In 2020, the brand faced significant challenges due to the pandemic, including staff layoffs, salary reductions, and other cost-cutting measures. Stella McCartney herself chose not to take a salary during that year.

However, the brand’s performance gradually improved. By 2022, revenue increased by 23% year-over-year to £40 million, while losses significantly narrowed from £30 million in the previous year to £8.7 million.

Continuing Role as Sustainability Ambassador

Despite the buyback, Stella McCartney will continue to serve as LVMH’s Global Ambassador on Sustainability. She will advise CEO Bernard Arnault and the executive team on sustainability initiatives, contributing to the advancement of sustainability across the industry. This role is expected to go beyond mere advisory duties and play a pivotal part in shaping LVMH Group’s overall strategy.

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