Bernard Arnault fulfills his dreams of luxury travel and takes over the legendary brand

Luxury has long since "stepped off" from elegant boutiques and boarded... the train. For this reason, Bernard Arnault, head of the LVMH empire, has just obtained the option to take full control of the legendary Orient Express.

LVMH has just secured an option to buy the iconic Orient Express brand, according to the latest reports from Skift. As part of a strategic partnership announced last year, the holding company has already acquired a half stake in Accor and an option to fully acquire it by 2027. This strategic shift is a response to the needs of young consumers and the reality that luxury is no longer just a handbag with a logo, but an entire narrative about travel and authenticity. Could this rebound?

Orient Express, luxury train interior / Shutterstock_1680717565.jpg

According to a report by Eventbrite and Sotheby's Institute, over 56% of Millennials and Gen Z say they prefer to spend money on experiences over material goods. Meanwhile, a Bain & Company analysis shows that while the luxury goods market may be shrinking, the luxury experiences segment—travel and dining—is growing rapidly.

Orient Express, the iconic logo of the luxury train / Shutterstock

The Orient Express is a symbolic brand. Who hasn't dreamed of a luxurious journey on the iconic train ? Let's face it, it's a train synonymous with elegance, mystery, and a journey that leaves no one indifferent. LVMH could transform it into a lifestyle center combining fashion, hotels, yachts, and trains in one—just like it does with the Belmond brand.

Belmond already operates the Venice Simplon–Orient‑Express train. By acquiring the entire Orient Express brand, LVMH will avoid communication confusion.

Moreover, it's a chance to emerge from the crisis. LVMH's recent financial results aren't encouraging – the brand reported a 22% drop in profits . Given the changing market and rising consumer expectations, where luxury is perceived as an experience, this new acquisition could prove to be a bull's-eye.