Dior deploys its luxury logistics (and that changes everything…).
Luxury is no longer just about the boutique. With a new 26,000 m² center, Parfums Christian Dior aims to transform its logistics into an engine of customer experience. A direct response to the explosion of e-commerce and the increasingly precise expectations of buyers.
Dior sets down roots in Aube to accelerate growth
Scheduled for completion by 2026, this site in the Parc Logistique de l’Aube, near Troyes, is the fruit of a strategic partnership with ID Logistics. It will complement Dior’s existing activities at Saint-Jean-de-Braye (Loiret). The aim is to absorb a steady rise in volumes linked to online sales, particularly on European markets.
Designed according to a low environmental impact model, this logistics center will be more than just a warehouse. It embodies a new vision of the luxury goods value chain, where quality, speed and personalization are central.
Logistics becomes an art of living
In this new hub, orders won’t just be prepared – they’ll be sublimated. Laser engraving, the addition of tassels, handwritten messages, premium packaging: so many finishing touches previously reserved for physical boutiques, now possible remotely. A major shift in prestige retailing.
Around a hundred employees will be trained in both technical requirements and the Dior world. Because here, every gesture must reflect the DNA of the House. The objective? Execution aligned with the brand’s values, to guarantee impeccable service.
Responding to global demand
This logistical deployment accompanies Dior’s solid performance in 2024, hailed by LVMH. Buoyed by its iconic fragrances – Sauvage, Miss Dior, J’adore – as well as its Forever line, the brand has confirmed its global appeal. By improving its logistics, it is strengthening its competitiveness while reaffirming its demand for consistency.
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