The celebrity-founded luxury group has made the region its second geographic priority after the US following a turnaround.
Victoria Beckham has revealed plans to expand her fashion and beauty business in the Middle East after Victoria Beckham Holdings recorded its first annual operating profit since its launch nearly two decades ago.
In an interview with the Financial Times, Beckham appeared alongside the two executives leading the company’s fashion and beauty divisions as they outlined the next stage of its international growth.
Sybille Darricarrère Lunel, who joined as chief executive of the fashion business from Christian Dior Couture in July 2025, told the newspaper that the Middle East was now the company’s “second priority after the US”.
The planned expansion follows a significant financial turnaround at Victoria Beckham Holdings, which encompasses the fashion label established in 2008 and Victoria Beckham Beauty, launched in 2019. It is the first time the group has reported an operating profit following years of losses and regular scrutiny of its finances.
