WHP Global has acquired LVMH's majority stake in Marc Jacobs, with G-III Apparel Group co-owning the brand. Jacobs stays as founder and creative director.
Partnership and Financial Moves
G-III Apparel Group, which took over Donna Karan from LVMH in 2016, will operate Marc Jacobs' global direct-to-consumer and wholesale businesses. WHP Global, handling licensing, remains silent on financials, while G-III's investment is about $500 million.
LVMH has been divesting from other brands recently, selling its minority stake in Stella McCartney in January 2025 and Off-White to Bluestar Alliance earlier.
WHP's Expanding Fashion Portfolio
WHP Global has been bolstering its fashion portfolio, acquiring Rag & Bone in 2024 and Vera Wang in 2025. The Marc Jacobs acquisition is a major addition, marking WHP's significant step in luxury fashion.
"The acquisition of the Marc Jacobs brand from LVMH marks a defining moment for WHP Global," said Yehuda Shmidman, founder, chair, and CEO of WHP Global.
WHP collaborates with G-III because it does not manage operational aspects like stores and manufacturing.
Bridging Brand Disparities
The integration of Marc Jacobs' accessories, licenses, and runway shows is a priority. The brand's runway shows remain a highlight, but its collections are rarely seen outside elite events. The recent collection's wearable shift indicates a pivot.
Marc Jacobs Beauty is set to return, having been featured in recent shows and celebrity appearances.
Balancing Brand Accessibility
Analysts suggest Marc Jacobs should position itself at the premium end of accessible luxury. While maintaining its creative legitimacy, it should avoid over-indexing on accessible products to preserve fashion authority.
Store expansion should be strategic, with selective standalone openings and premium wholesale placements.
Leveraging Nostalgia and Forward Thinking
Marc Jacobs' influence and nostalgia are valuable assets. WHP aims to capitalize on this while appealing to a new generation. The brand's Heaven sub-brand, targeting younger consumers, illustrates this approach.
Future marketing strategies should incorporate social media and celebrity collaborations to engage new audiences.
Source: https://www.vogue.com/article/a-to-do-list-for-marc-jacobss-new-owner
