UPDATE: SMCP has just announced a significant 2.5% increase in Q3 sales, reaching 294 million euros, driven by a robust full-price strategy and strong performance in the U.S. and EMEA. This urgent news highlights the brand’s ongoing global expansion efforts in key markets, including Asia and Europe.
The latest report confirms that SMCP’s strategy to enhance brand desirability while reducing discount rates is gaining traction. “The positive momentum observed in the first semester was confirmed in the third quarter,” stated CEO Marie Guichot. Notably, revenue growth in the U.S. and EMEA regions is proving resilient despite broader economic uncertainties.
In Asia, where SMCP faced challenges, sales dipped 8.8%. This decline follows the closure of 65 stores in China last year as part of a strategic realignment. However, Guichot noted encouraging signs: “Our efforts are beginning to bear fruit, with a return to like-for-like growth in our physical network.” Store performance in China is rebounding, with mid-single-digit growth reported despite the recent closure of two additional locations.
In South Korea, SMCP has formed a strategic partnership with the Samsung Group, set to distribute its brands beginning with the spring 2026 collections. This collaboration signals a commitment to enhancing market presence in Asia, particularly amidst challenges in the Chinese market.
European sales surged 8% overall, although France saw a slight decline of under 1%, attributed to ongoing political and economic crises. Despite this, physical stores in France have shown resilience, particularly following the 2024 Olympic Games in Paris.
With digital sales impacted by the full-price strategy, SMCP continues to prioritize physical retail growth. The company has also expanded into new regions, recently opening its first store in Georgia and increasing its footprint in the Balkans and Egypt.
The full-price strategy has reduced average discount rates by three points compared to 2024, allowing SMCP to maintain a confident outlook for the remainder of the year. “Building on this progress, we approach the end of the year with confidence in our ability to sustain this trajectory,” Guichot emphasized.
As SMCP navigates these challenges and opportunities, the market will be watching closely for further developments in their strategic plans and regional performance. This news underscores the brand’s resilience and adaptability in a complex retail landscape.
