Aupen reveals a strategic partnership with LVMH Métiers d'Art

Emerging fashion brand Aupen has announced a “first of its kind” partnership with LVMH Métiers d'Art, as part of its plan to completely relocate its production base to France.”

The strategic partnership will allow LVMH Métiers d'Art to provide Aupen, known for its handbags and jewelry, with “advice and access to the best 100%-owned French production facilities, including farms, tanneries and metalworking companies.”

The brand has recently begun developing products with wholly-owned entities of LVMH, including Tanneries Roux and Jade Groupe. The former is the oldest French tannery, founded in 1803, whose clients include Hermès and Louis Vuitton. And Jade Groupe's clients include Chanel and Schiaparelli.

Aupen was founded in November 2022 and already boasts a client list that includes renowned celebrities such as Beyoncé, Taylor Swift, Selena Gomez, Hailey Bieber, Emily Blunt, Emma Stone, Jennifer Lawrence and Kylie Jenner.

The company said its new collaboration “represents an important milestone for [its] Supply chain tour, showing [its] “Dedication to excellence, quality and innovation as it moves its production base to France.”

By leveraging the expertise and network of LVMH Métiers d'Art, it “aims to innovate and redefine industry benchmarks, pushing the boundaries of excellence in the leather goods sector – a bold move for an emerging brand.”

The first pieces from her collaboration with LVMH Métiers d'Art will be launched in January with her Spring 2025 collection.

Aupen is an interesting brand that works as a collective and deliberately does not put any well-known designer in the spotlight.

So with that unusual approach, it's no surprise that he's also taken an unconventional approach to this new development in his business.

In early May, the firm said its design team “took a break” after “having received interest from multiple luxury and private equity groups. Ultimately, we decided to partner with LVMH Métiers d'Art. This partnership does not involve any kind of equity stake, allowing us to remain independent without outside ownership. This also grants us access to the best workshops, a benefit that would have been difficult to achieve as an independent brand.”

The business has not yet restarted and is currently only selling existing designs.

“Over the past two weeks, the Aupen and LVMH Métiers d'Art teams met to finalize the details of our new partnership. We will execute the new plan in the second half of 2024,” he said.

He added that LVMH had been “particularly impressed by Aupen’s rapid traction in the market” and that, in addition to the advisory support, “grant access similar to that enjoyed by LVMH prize winners.”