French leathergoods brand Longchamp has announced annual sales of EUR390 million in 2011, up 22% on 2010 and 50% on 2009.

Between 2009 and 2011, sales in southeast Asia grew by 103% and in Greater China this figure was 140%, the company said. More established markets such as the US, Japan and Europe also saw steady sales growth across all product types, driven by strong brand positioning, creative advertising and a healthy tourist market.

Longchamp CEO Jean Cassegrain believes that the success is due to “a clear and consistent vision for our brand alongside sustained investment, wide distribution and a dedication to our craft and product quality. Our commitment to a continuing programme of store openings, as evidenced by the opening of our new Asian flagship La Maison 8 in Hong Kong, increased brand support and inspirational new product lines have all contributed to these positive figures. 

“We have raised the appeal of our French design and savoir-faire among our overseas customers, and these figures prove that they have embraced these qualities. Notably we have seen our sales in Asia continue to rise at a fast pace, where there is a growing middle class with disposable income and an increasing demand for European goods."