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A first hospitality project developed by Group Arnault in Courchevel in the French Alps helped define the Maisons Cheval Blanc concept. From its opening in 2006, it quickly became the hotel of choice for the resort’s French and international clientele, and was notably awarded with two Michelin stars.
It therefore appeared as a clear choice to develop LVMH’s natural extension of activities in luxury hospitality with Cheval Blanc, already recognized as bearing the values and the savoir-faire of the Group – exclusivity, creativity, art de recevoir.
An original and innovative growth model based on management contracts, unique within the luxury goods brands.
In 2008, a team was established to develop the Cheval Blanc brand. It oversees the conception of the Maisons and their construction, the choice of their management team, the selection of their partners, the implementation of their sales strategy, and the control of their image. The objective of LVMH is indeed to control the luxury hospitality model it is envisioning, from conception to day-to-day operations.
The business growth model retained is that of the management contract, a unique model in the world of luxury goods brands. With this strategy, LVMH, which owns 100% of “LVMH Hotel Management”, maintains complete control over the concept, distribution, brand and image of its Maisons while minimising capital commitment.
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