Yves Salomon is a luxury brand that has gained recognition for its technologically-advanced fur products. In recent years, the brand has experienced remarkable growth in the era of understated elegance. As a result, Yves Salomon has expanded into new product categories, including ski sports and footwear. Additionally, the brand has seen rapid growth in its menswear segment.
In October, Yves Salomon made a significant move by unveiling its first dedicated menswear shop-in-shop inside Le Bon Marché in Paris. The brand also sells menswear in Harrods in London. The response to their menswear collection has been overwhelmingly positive, with menswear already accounting for 15% of the brand’s total sales. The ambitious goal is to increase this percentage to 30% within the next three years.
The decision to enter the menswear market was largely influenced by the increasing popularity of women’s fur-lined parkas among men. Yves Salomon recalls with amusement the challenges they faced in meeting the demand for these parkas, specifically in terms of sizing and sleeve length. Men’s love for fur has been evident in recent fashion shows, with influential figures like Pharrell donning fur coats. Recognizing this trend, Yves Salomon has transitioned from being solely a fur brand to a luxury brand that offers a full range of ready-to-wear garments made from various luxurious materials, including cashmere, silk, leather, shearling, and fur. Consumers have responded positively to this shift, allowing the brand to witness a significant increase in sales.
While the brand faced a dip in turnover during the pandemic, it has managed to rebound strongly. Sales have already increased by 15% in the first three quarters of this year, reaching over €50 million. A significant contributor to this growth has been the brand’s e-commerce sector, which has experienced a remarkable 65% growth and now accounts for nearly 20% of the brand’s total business. In addition to their official website, Yves Salomon also sells its products through major e-commerce platforms such as Mytheresa, Net-a-Porter, Matches, and 24S. The brand’s flagship stores are primarily located in Paris and London, where their best-selling products include cashmere coats, shearling garments, leather pants, skirts, and down jackets.
What sets Yves Salomon apart is their commitment to being a quiet luxury brand, with a strong focus on craftsmanship and special skills rather than chasing trends. The brand’s furrier heritage dates back to the 1920s in Paris, and throughout its history, Yves Salomon has collaborated with renowned designers. Their dedication to innovation is evident in their revolutionary techniques, such as reducing the weight of coats and experimenting with fur knitting and intarsia. Moreover, Yves Salomon places a strong emphasis on sustainability, actively engaging in initiatives such as recycling fur offcuts and collaborating with small traditional communities.
As an international brand, Yves Salomon boasts 13 owned stores, three “winter stores,” and a significant online presence. With over 350 sales points worldwide, the brand recognizes the power of e-commerce in increasing exposure. Opening a multitude of standalone stores may not be feasible, which makes their online presence invaluable. It is worth noting that the global production of quality furs has seen a decline in recent years due to animal rights campaigns and the impact of the COVID-19 pandemic on fur farms. Yves Salomon sees this decline as an advantage, ensuring that fur remains exclusive and not mass-produced.
In conclusion, Yves Salomon’s expansion into new product categories, commitment to sustainability, and focus on craftsmanship have driven its growth in the luxury market. With its dedication to quiet luxury and unwavering commitment to innovation, the brand is well-positioned for continued success in the future.
(Useful links:
1. Official Website
2. Vogue: Yves Salomon Fashion Shows)
