Victoria Beckham's fashion and beauty business has reported a surge in sales, with revenues exceeding £100 million for the first time. The label, founded by the former Spice Girl, achieved £112.7 million in sales for 2024, a 27% increase from the previous year, marking its fourth consecutive year of growth.
The brand's beauty division, which includes makeup, skincare, and fragrance, was a key driver, led by the best-selling Satin Kajal Liner eyeliner, priced at £32. The company says one unit is sold every 30 seconds on average. In fashion, best-sellers included midi-length and gown-style crepe dresses, as well as tailored items in bold colours inspired by the founder.
Despite the strong sales performance, operating losses widened to £1.6 million in 2024, up from £215,000 in 2023. The company has not posted an operating profit since its inception in 2008. However, EBITDA grew to £2.2 million from £1.8 million, indicating improved underlying profitability.
Chief executive Sybille Darricarrere Lunel, a former Dior executive who took the helm last month, described 2024 as a 'pivotal year' marked by strategic investment and rightsizing to position the business for long-term, profitable growth. She noted that strong consumer demand came 'despite a challenging market environment.'
The Victoria Beckham brand is sold in 230 stores across 50 countries, including Selfridges and Harrods in the UK. A Netflix docu-series following the businesswoman is set to launch this autumn, chronicling her journey from pop star to fashion mogul.
