Victoria Beckham’s fashion business has identified the Middle East as its second-biggest geographical priority after the US, as the designer’s label enters a new phase of growth following years of losses.
In an interview with the Financial Times, Beckham and her newly appointed fashion CEO Sybille Darricarrère Lunel outlined plans to expand the business across new product categories and international markets.
Darricarrère Lunel, who joined the company last year from Christian Dior Couture, said the US was a major focus, with the brand having opened in Miami and preparing to open a New York store on Mercer Street in September. “The Middle East is our second priority after the US,” she said.
The regional focus comes as the luxury sector faces a more challenging environment, with brands under pressure to demonstrate authenticity while remaining relevant to increasingly selective consumers.
For Victoria Beckham, the strategy involves expanding beyond its established strength in dresses and gowns. These accounted for about a third of fashion sales last year, while the company is now increasing its focus on knitwear and outerwear. Shoes and leather goods have also been identified as significant growth opportunities, with the Sloane bag scheduled to launch in September.
Darricarrère Lunel said authenticity was a key advantage for the brand at a time when luxury consumers were becoming more questioning of what brands represent. “We have never tried to press reset on our look or designer,” she said, pointing to Beckham’s continuing role in shaping the label.
Beckham said finding the right price point had also been crucial to the fashion business’s recovery. “Being really in tune with what people want to spend was a turning point for us,” she said.
The strategy follows a significant financial turnaround. Victoria Beckham Holdings is expected to report a 15 per cent increase in revenues to £129.8 million for 2025, up from £112.7 million in 2024. Operating profit reached £7.3 million, compared with a £1.6 million loss the previous year.
The company’s beauty business is also expanding rapidly. Victoria Beckham Beauty now has about 300 retail doors across 15 markets, compared with just three when Lauren Edelman, its current CEO, joined in 2023.
Beckham said the wider business had “recovered” and was now growing at a “sensible pace”. After two decades, she added, consumers no longer viewed the label simply as a celebrity brand.
