The brand, which bears the logo of a jockey on a racing horse, enjoyed a powerful rebound in 2010 with sales up 23.5 p.c at current change charges and a notable enchancment in profitability, Chief Executive Jean Cassegrain advised Reuters.
This yr, growth will return to historic ranges after diving to 4 % in the course of the stoop of 2009, he said.
"In 2011, our gross sales ought to improve considerably, above 10 p.c," Cassegrain, grandson of the corporate's founder, stated in an interview. "The principle factor holding again our growth is our production means. It isn't straightforward to rent and prepare craftsmen."
Longchamp plans a one-off advert featuring Moss on prime-time French TV this Sunday to help raise its profile and attract employees, Cassegrain said. Encouraging staff to work extra hours was another option to resolve production employees issues.
Bernard Arnault, founder and CEO of luxurious group LVMH, said final month its Louis Vuitton brand additionally confronted employees shortages and was investing in new manufacturing facilities.
Based in 1948, Longchamp is likely one of the last remaining unbiased family-owned leather-based items makers in France with a world presence. It takes its identify from the horse racing course simply outside Paris along which its founder appreciated to walk.
The brand, which estimated in September that sales would exceed 300 million euros ($416.6 million), generated income of 321 million last year, against 260 million in 2009. Gross sales growth at constant currencies was 21 percent.
Longchamp's progress was corresponding to that of purse maker Hermes (HRMS.PA), whose income rose 25.four p.c last 12 months, or 19 % at fixed currencies.
Longchamp targets a extra affordable luxury section than Hermes, with luggage costing 200-600 euros. Hermes leather-based bags often start at 1,000 euros and might attain eighty,000 euros.
LVMH's fashion and leather-based goods division, which incorporates other Longchamp rivals such as Celine, Fendi and Loewe, posted a 20 percent bounce in gross sales in 2010, or thirteen % like-for-like.
Longchamp also competes with Richemont's Lancel and U.S.-based Coach, which lately entered Europe.
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Two-thirds of Longchamp's luggage are made in France and the opposite third is made in Morocco, Tunisia, China and Mauritius.
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