Agenda-setting intelligence, analysis and advice for the global fashion community.

What’s Next for Tiffany Under LVMH

After Beyoncé campaigns and a sweeping renovation of its New York flagship, CEO Anthony Ledru is planning to push the brand upmarket on multiple fronts, starting with high jewellery.

Tiffany is leaning into high jewellery to reassert the brand's luxury heritage, CEO Anthony Ledru said. (Courtesy)

Robert Williams

06 June 2023

BoF PROFESSIONAL

In the two-plus years since acquiring Tiffany in a $16 billion blockbuster deal, LVMH has gradually revealed its plans to remake the brand from the bottom up. There was the Beyoncé and Jay-Z campaign, the “Lock” fine jewellery collection and the recently reopened flagship designed to please window-shopping tourists and high rollers alike.

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Tiffany, Dior: Understanding the New Model for Luxury Flagships

There are stores, there are flagships, and then there are mega projects like Dior’s Avenue Montaigne, Chanel’s Rue Cambon and Gucci’s Garden that go a step further in driving revenue and creating a lasting impression with shoppers. On Friday after a four-year renovation, Tiffany will make its case to be added to that list.

LVMH’s Tiffany Is on the Right Track

A swift management overhaul, ‘shock and awe’ marketing and new products have contributed to strong momentum since the group acquired the jeweller in January, writes Luca Solca.

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