Astier de Villatte, the renowned Paris-based lifestyle brand, has taken a significant step in its growth journey by selling a majority stake to Vesper, a private equity firm. Founders Ivan Pericoli and Benoît Astier de Villatte will maintain a notable stake and remain at the helm of the brand’s creative direction. The financial details of the deal, however, have not been disclosed, leaving industry observers speculating about the implications of this strategic move.
Founded in 1996 by Pericoli and Astier de Villatte, who were then studying at the prestigious Beaux-Arts de Paris, the brand quickly gained a reputation for its unique ceramics. Astier de Villatte’s signature style combines historically-informed designs with a distinctive aesthetic characterized by black terracotta framed by hand-applied white glaze. This commitment to craftsmanship and originality has fostered a loyal global customer base.
In recent years, Astier de Villatte has focused on expanding its international footprint, with successes including new retail locations in Seoul and Milan, alongside established wholesale relationships with prominent retailers like New York’s John Derian Company. Currently, around 70% of the brand’s revenue is generated outside of France, highlighting its successful globalization strategy.
Astier de Villatte’s diversification extends beyond ceramics, as the brand entered the fragrance sector in 2016. The introduction of a line of eau de colognes later evolved into a broader range, encompassing eau de parfums and home scents. A noteworthy collaboration occurred in 2022 with renowned perfumer Dominique Ropion, resulting in the release of “Three Historical Perfumes.” This collection revived ancient scents from Egypt and the Parthian Empire, as well as a fragrance found among the belongings of 19th-century writer George Sand. Such artistic ventures not only showcase the brand’s creativity but also underline its commitment to connecting history with modern aesthetics.
The flagship store located on Rue Saint-Honoré serves as a creative hub for Astier de Villatte, offering a wide range of products, including home decor, Christmas ornaments, and books. The store’s inviting atmosphere plays a crucial role in attracting customers, thereby enhancing brand loyalty and visibility in the crowded luxury market.
Vesper, the private equity firm acquiring the majority stake, launched in 2018 under the leadership of Pierre-Guillaume Veron, a former investment banker with experience at both Lazard and Audacia. Previous investments by Vesper include notable entities such as the auction house Drouot and the historic chocolatier Debauve et Gallais. This new partnership could signal a significant expansion phase for Astier de Villatte, leveraging Vesper’s resources and network to enhance distribution and marketing efforts.
The collaboration aligns with broader trends within the luxury sector, where brands look to capitalize on growth opportunities through strategic partnerships and innovative adaptations. Influencers and luxury analysts are closely monitoring how this investment will affect the brand’s trajectory and whether it will create a more robust presence in competitive markets.
The decision to retain creative leadership while integrating with Vesper highlights a trend seen across the luxury industry, where founders seek to protect their brand ethos while still accessing the capital required for growth. Maintaining a balance between innovation and tradition is essential, especially as luxury brands navigate direct-to-consumer challenges and evolving consumer preferences.
As Astier de Villatte sets its sights on future growth, the dedication to craftsmanship, the integrity of its creative vision, and an expansion into new markets will be pivotal. This latest move signals that the brand is not merely interested in maintaining its status but rather in carving a larger niche in the global luxury goods landscape.
In summary, the sale of a majority stake in Astier de Villatte to Vesper marks a new chapter for this iconic brand. By prioritizing its creative leadership while aligning with a growth-focused investment partner, Astier de Villatte positions itself to navigate the complexities of the luxury market with renewed vigor and innovative vision.
