SMCP Sales Surge 2.5% in Q3 2025 Amid Global Expansion

UPDATE: SMCP has just announced a 2.5% increase in Q3 2025 sales, reaching 294 million euros, driven by a robust full-price strategy and significant growth in the U.S. and EMEA regions. This surge highlights the company’s effective global expansion efforts, particularly in key markets such as Asia and Europe.

Latest results reveal that while SMCP faced challenges in Asia, including an 8.8% drop in sales due to ongoing network adjustments, the company is witnessing a revival in its physical stores. “The positive momentum observed in the first semester was confirmed in the third quarter,” said CEO Jean Guichot. “I am particularly proud of our performance in America and EMEA, where growth remains very strong.”

In Asia, despite closing 65 stores in China last year, SMCP is beginning to see a turnaround with mid-single-digit growth in store performance during the quarter. Guichot highlighted that the shift from mass-market to accessible luxury is starting to resonate positively with consumers.

Meanwhile, the company’s full-price strategy is paying off globally, reducing the average discount rate by three percentage points compared to 2024. “We have continued across all regions to strengthen the desirability of our brands, enabling us to maintain our full-price strategy,” Guichot added, emphasizing the confidence SMCP has as it approaches year-end amid market uncertainties.

Sales in Europe rose by 8%, although France experienced a slight decline of under 1%, attributed to the ongoing political and economic turbulence in the country. Despite these challenges, SMCP’s physical stores showed resilience with a rebound following the 2024 Olympic Games in Paris.

As part of its growth strategy, SMCP has expanded its presence in new markets, including its first store in Georgia and expansions across the Balkans and Egypt. The company is also set to partner with Samsung Group in South Korea, allowing for broader distribution of its luxury brands starting with the spring 2026 collections.

Overall, the latest data shows a 3.2% like-for-like growth across all regions, fueled by strong physical store performance. SMCP continues to upscale its brands, focusing on premium materials and enhanced marketing strategies, with notable collaborations and presentations at high-profile events like Paris Fashion Week.

Looking ahead, SMCP’s strategic maneuvers in Asia and other emerging markets will be critical as the company seeks to offset challenges while capitalizing on growing consumer interest. Observers will be keen to see how the full-price strategy evolves and impacts sales as they move into the critical holiday season.