After Blazy's success, Chanel will raise its prices again The increase will be approximately 3% overall
The Blazy-mania is real. Yesterday, Chanel released its 2025 annual results, demonstrating that the few months of creative direction by Matthieu Blazy have made sales soar in the second half of the year. Of course the growth is not explosive: revenue grew by 2% to 19.3 billion dollars compared to 2024, operating profit by 5%, but cash flow grew by 44%, establishing that the brand is in a very strong financial position. What better opportunity, then, to raise prices a little more?
A couple of months ago, Purse Blog had already calculated that Chanel bag prices had risen between 2.6% and 4% starting from April. And speaking with BoF, the brand’s managers said that «they plan to limit themselves to contained price increases this year, in line with inflation, like last year, when prices increased overall by 3%, with a 2% rise for the fashion sector». A less aggressive increase than those seen in the past, but one that testifies to the brand’s willingness to move ever higher in the Olympus of ultra-luxury. But what led to the brand’s growth?
Chanel flies in America
The choice of New York for the Métiers d'Art show in December was not accidental. The USA were in fact Chanel’s fastest-growing market in 2025, with sales up 7.2%. Growth was slower in Europe, where sales rose 2.5%, while they fell by 0.8% in the Asian region, including China. It is precisely there that Chanel has invested heavily: several boutiques have been opened throughout Asia and especially in China and Japan, the Plaza 66 project in Shanghai has been completed, and in November Espace Gabrielle Chanel was inaugurated in the same city, which is the first public library dedicated to contemporary art in mainland China.
The strongest categories were fashion, with a special mention for the Chanel 25 bag (the one from the campaign with Margot Robbie’s clones), while both the fragrances and beauty section had great success, which saw the opening of 25 stores and the launch of a dedicated app. Other successes were achieved by the jewellery and watches department with the Coco Crush jewels and the Première Galon and J12 Bleu collections cited as the most successful. And these too are all categories on which the brand has invested heavily for the future.
Record investments
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To grow one must invest in oneself and Chanel has really spared no expense in terms of new strategic spending. In 2025 Chanel allocated a total of 2.395 million dollars to support brand activities and the engagement of existing clients and spent 1.449 million dollars in capital expansion such as new boutiques, factories and so on. We have already mentioned the opening of more than forty new boutiques distributed across Asia, the Middle East and Mexico and the completion of important retail projects including Plaza 66 in Shanghai, as well as interventions in Hong Kong, Las Vegas, Toronto and Fukuoka.
The brand has also invested in a new perfume factory in France, inaugurated last February 2026, and continued work on the new global headquarters at Berkeley Square in London, which will be inaugurated before the end of the year. In addition, the brand spent over 700 million dollars to acquire historic suppliers specialized in high-level materials and savoir-faire, thereby strengthening the entire production chain. Finally, the brand launched NEVOLD, a new entity dedicated to the circularity of textile and natural leather materials, and continued to invest in research and development on new production techniques, ingredients and open innovation through the CHANEL Open Lab.
