Top 10 Brands Ranked by Turnover – Key Takeaways

Research evidence excerpt

Top 10 Brands Ranked by Turnover – Key Takeaways

UpdateM#3 – Vuitton: still the largest and most profitable luxury brand, but the gap at

the top with Chanel has nearly closed. Vuitton remains the largest brand on every

measure, but its estimated turnover has fallen for a second consecutive year, down

roughly -6% to €20.8bn (after a -1.5% decline in 2024), with EBIT down a sharper -

13% to €9.5bn. Chanel brand's turnover is down -1% to €16.2bn (see below). The

more interesting comparison is in total retail sales: we estimate that the Chanel

brand (€20.7bn) now trails Vuitton (€20.8bn) by just €0.1bn, down from a €0.6bn

gap in 2024 and a much wider gap in 2023. If Vuitton's DTC-heavy retail base keeps

contracting while Chanel's holds up better, Chanel could plausibly overtake Vuitton

on this specific metric as soon as 2026 (credit-card data point to a relatively flat

turnover year over year for Vuitton in 1H26, vs. a c.+10% increase for Chanel). That

said, Vuitton should remain the clear leader on turnover and profit this year, given

its far higher margin structure, a function of its 100% DTC channel mix and heavy

reliance on leather goods.

#4 – Chanel: the second-largest brand. Chanel Group's turnover was down -1% in

2025 to €17.0bn ($19.3bn). Between 2016 (the first year for which Chanel's

consolidated accounts are publicly available) and 2025, Chanel Group's turnover

expanded by +9% CAGR in euro terms to €17.0bn. We estimate that the Chanel

brand accounted for ~95% of Chanel's consolidated turnover in 2025, which also

includes brands such as Eres, OrleBar Brown and Goossens, and manufacturing

activities such as Desrues Metier d'Art, Maison Michel, etc. This implies that Chanel

brand's turnover stood at €16.2bn, making it the second-largest brand after Vuitton.