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A timeline of Victoria Beckham's path to profit

Chloe Burney
28 March 2023

Earlier this month, it was revealed that Victoria Beckham’s eponymous label has finally turned a profit. TheIndustry.fashion takes an in-depth look at how the 2008-founded fashion and beauty brand made its way into the black.

At the end of 2021, Victoria Beckham's namesake brand saw revenue grow by 13% to £40.9 million, cutting net losses from £8.6 million to £5.8 million. However, it wasn’t until 2022 that the label reported a profit.

In an interview with WWD, brand investor David Belhassen said that annual revenues are up by a huge 42% to approximately £58 million. If it had not been for COVID-19 lockdowns, the brand would have been fully in the black two years earlier, according to Belhassen.

From launching at New York Fashion Week to moving to London, Victoria Beckham has struggled to turn a profit since the company's inception. The brand finally made its way into the black, in conjunction with its first presentation at Paris Fashion Week. Third time proved to be the charm. But, was the boost in sales thanks to the clothes on the runway or the simultaneous beauty campaign?

TheIndustry.fashion examines the peaks and troughs of Victoria Beckham's namesake label, revealing why it took 13 years to turn a profit.

Timeline: Victoria Beckham's history and milestones

2008: Victoria Beckham debuted her first ready-to-wear collection at New York Fashion Week. It consisted of 10 bodycon dresses devoted to quality, cut and fit. Beckham personally presented the collection to a select group of fashion journalists and buyers in a suite at the Waldorf hotel, explaining the construction of every dress numbered in order of creation.

A-listers such as Beyoncé, Jennifer Lopez and Kate Winslet were early adopters of her original form-fitting dresses.

2011: Victoria by Victoria Beckham was launched in September 2011. The companion line was envisaged when Victoria was pregnant with her daughter, with the first collection consisting of vibrant dresses showcasing whimsical details and prints.

In the same year, Beckham wins Designer Brand of the Year at the British Fashion Awards.

2013: The Victoria Beckham e-commerce website launched.

2016: Beckham, who's renowned for her smokey-eye look, released a beauty collection in collaboration with Estée Lauder.

2017: NEO, which specialises in high-end lifestyle brands, purchased a minority stake in Beckham's business for approximately £30 million.

2018: Victoria Beckham named fashion industry veteran Ralph Toledano as Chairman. On announcing his new role, the company said that "together with strategic geographical expansion and realisation of the company's direct-to-consumer ambitions, [its] strategy will involve a rationalisation of costs in order to return the company to profitability."

In July 2018, Victoria Beckham x Reebok hit the shelves. In the same year, the brand celebrated its 10th anniversary by moving its bi-annual fashion show to London Fashion Week from New York.

2019: In October, Victoria Beckham Beauty launched during the COVID-19 Pandemic. Similarly to many luxury houses, Beckham’s newly turned profits are thanks to her make-up line. The beauty empire reportedly made almost £2 million in its first three months and has continued to drive substaincial business growth since.

Victoria Beckham

2020: In January, Beckham partnered with the cult skincare guru Augustinus Bader, whose £225 moisturiser was already incredibly popular in the industry. Their collaborative range sold for a slightly cheaper price point at £107, increasing the accessibility to consumers.

2021: Victoria Beckham Holdings reported a 2020 pre-tax loss to £8.7 million, halving the £16.6 million loss reported in the previous year. The company's sales during the pandemic were the temporary closure of its Mayfair flagship, which lead to a 6% decrease in group sales to £36.1 million.

In the same year, THE OUTNET unveiled a capsule with the company, predominantly created using existing fabrics from the Victoria Beckham archive.

2022: Victoria Beckham presents at Paris Fashion Week for the first time.

In the same year, the company saw a major sales boost thanks to its leather goods. In 2022, the £890 chain pouch bag, recognisable for the gold watch strap links strung across its front, hit stores. It consistently sells out and now has a waiting list.

victoria beckham

Despite adopters engaging with Beckham's signature sleek style from the onset, Victoria Beckham Beauty seemingly has helped take the luxury brand to the next level, finally resulting in a profit.

The make-up label launched at the same time as a global pandemic, with the global impact still present to some degree today. Her dedicated make-up Instagram account now has 780,000 followers who tune in for tutorials on Beckham's signature smokey eye. Unsurprisingly, the £26 Satin Kajal Liner has worked its way into becoming a consistent bestseller.

The Eyewear eyeshadow sticks launched simultaneously with the Paris show this month with a projection featured on the Trocadero, in view of a fully illuminated Eiffel Tower. They are set to account for a quarter of the range’s revenue this March.

Victoria Beckham told the Times: "It’s all falling into place... Being in Paris has really reignited the brand - our first show here was a flag in the sand."


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