SMCP Sales Surge 2.5% in Q3 Amid Global Expansion and Strategy Shift

UPDATE: SMCP has just announced a 2.5% increase in sales for Q3 2025, driven by a robust full-price strategy and expansion into key markets. This surge brings total revenues to 294 million euros, highlighting a significant boost in the U.S. and EMEA regions.

This growth comes at a critical time as the company navigates a complex economic landscape. “The positive momentum observed in the first semester was confirmed in the third quarter,” said CEO Guichot. She expressed pride in the strong performance in America and EMEA, where growth remains resilient despite challenges in France.

In France, sales dipped by just under 1% year-over-year, attributed to ongoing political instability, particularly in September when budget negotiations stalled. However, physical store performance saw a rebound following the 2024 Olympic Games in Paris, demonstrating resilience.

Notably, Asia faced hurdles with an 8.8% decline in organic sales, impacted by the closure of 65 stores in China due to a strategic realignment. Despite these challenges, Guichot noted a return to like-for-like growth in China, with sales improving in the quarter.

“Our efforts are beginning to bear fruit, with a return to like-for-like growth in our physical network,” Guichot stated.

Looking ahead, SMCP has partnered with the Samsung group to distribute its brands in South Korea, starting with the spring 2026 collections. This strategic alliance is expected to bolster the brand’s presence in the lucrative Asian market.

Across the board, SMCP is focusing on maintaining its full-price strategy, successfully reducing its average discount rate by three points compared to last year. “We have continued across all regions to strengthen the desirability of our brands,” Guichot emphasized.

In Europe, overall sales climbed by 8%, showcasing the effectiveness of the brand’s upscale positioning. The company opened its first point of sale in Georgia and expanded operations in the Balkans and Egypt to offset the downturn in China.

As SMCP approaches the end of the year, it remains cautiously optimistic. “We have confidence in our ability to sustain this trajectory,” Guichot concluded, despite the uncertain market conditions.

With a like-for-like growth rate of 3.2%, the company continues to see positive contributions from its physical stores, indicating a successful recovery from recent challenges.

For stakeholders and consumers alike, SMCP’s strategic decisions and performance in the coming months will be pivotal in shaping the brand’s future in the global market.