Chanel x Grey Mer: silent shoe domination?
What if footwear were to become Chanel’s new weapon of mass seduction? By acquiring a 70% stake in Grey Mer, a renowned Italian manufacturer, the French fashion house has confirmed its discreet but relentless integration strategy.
A collaboration with Grey Mer turns into a takeover
Grey Mer, founded in 1980 by Luciano Alessandri in the Italian region of San Mauro Pascoli, has been collaborating with Chanel for 13 years on the Studio’s collections. The acquisition of a stake in the company comes not as a surprise, but as the formalization of a strategic relationship.
30% of the capital remains in the hands of the founding family, still involved in management. The amount of the transaction remains confidential, but the intention is clear: to secure production, strengthen the supply chain and guarantee a constant level of high standards.
A targeted investment policy
This acquisition is part of a series of targeted acquisitions: Roveda, Ballin, Gensi Group for shoes; MB&F for watches; Mabi International for leather goods. Chanel is not diversifying: it is strengthening every link in its ecosystem. The company is moving against the tide of a luxury industry that is sometimes too outsourced.
With sales up 16% to $19.7 billion in 2023, Chanel is on the rise. It even overtakes Louis Vuitton in the Brand Finance 2025 ranking, reaching 46th place worldwide.
Also read: AMI Paris invites itself to Cannes… but why now?
