中文Longchamp’s Remarkable 2024: 20% Growth Signals Enduring Appeal of French Leather Goods
While many luxury houses struggled with slowing demand in 2024, French leather goods brand Longchamp quietly delivered a standout performance. The family-owned company reported 20% revenue growth for the 2024 fiscal year—a result that underscores the enduring power of well-crafted leather goods and the resilience of family-controlled luxury businesses.
Growth Across Every Region
What makes Longchamp’s 2024 performance particularly impressive is its geographic breadth. Every commercial region and distribution channel contributed to the growth—a rarity in a year when many luxury brands saw stark divergence between markets.
Europe led with a 33% revenue increase. The United States followed with 27% growth. Korea, often an overlooked market in luxury discussions, delivered a stunning 93% surge. The Middle East also performed strongly, with four new stores opened during the year.
Online sales deserve special mention: up 30% globally, and having doubled over two years. For a brand historically associated with physical retail and artisanal craftsmanship, this digital momentum signals successful omnichannel evolution.
A Snapshot of the Business
To understand the scale: Longchamp generated 19% of its revenue in France, 35% in the rest of Europe and the Middle East, 13% in the Americas, and 34% in Asia-Pacific. The company employs 4,245 people worldwide and recruited 800 new employees over two years, half of them in France.
Founded in 1948, Longchamp remains family-owned—a governance structure that has allowed it to prioritise long-term brand building over quarterly earnings pressure. The company’s ability to create jobs at this pace (200 artisans recruited and trained in its workshops in 2024, with similar plans for 2025) reflects both confidence and capacity expansion.
The China Question
There is one notable omission in Longchamp’s 2024 disclosure: China. In 2023, revenue in China surged 84%. This time, the company provided no country-specific results for China—a silence that speaks to the complex operating environment luxury brands now face in the Chinese market.
Whether this reflects a strategic pivot away from China-dependence or simply a choice not to highlight a slowing market, it aligns with a broader luxury industry trend: diversifying geographic exposure as China’s post-pandemic recovery proves uneven.
What’s Driving the Momentum
Several factors appear to be working in Longchamp’s favor. First, the brand occupies a distinctive position: accessible luxury with authentic French leather craftsmanship. In an era of skyrocketing luxury price tags, Longchamp’s relative affordability (compared to Hermès or Chanel) makes it an attractive entry point for aspirational consumers.
Second, the brand has successfully expanded its product range beyond its iconic nylon shoulder bag, introducing leather-heavy collections that resonate with today’s quiet luxury aesthetic. The Kelly-style and structured leather bags have gained traction among younger luxury consumers seeking understated elegance.
Third, family ownership provides strategic patience. While publicly traded luxury conglomerates face relentless quarterly scrutiny, Longchamp can invest in capacity, people, and product development with a multi-year horizon.
A Note of Caution
Longchamp’s 2024 growth rate, while impressive, was below the 44% posted in 2023. This deceleration is part of a broader luxury market normalization after the post-pandemic boom. For Longchamp, the challenge now is sustaining momentum in a more discerning, value-conscious consumer environment.
The Bigger Picture
Longchamp’s 2024 results are a reminder that luxury is not a monolith. While conglomerate-owned brands grapple with the complexities of scale, family-owned houses like Longchamp can combine agility with heritage—a combination that increasingly resonates with consumers seeking authenticity over logo-driven status.
In the leather goods sector, where craftsmanship is the ultimate differentiator, Longchamp’s continued investment in artisan training and French production capacity positions it well for the next chapter of luxury consumption.
Source: Leather International – Longchamp reports growth in 2024 (February 26, 2025)
