Luxury group LVMH champions environmental efforts at 8th CIIE

As the eighth China International Import Expo unfolds this week, the French luxury group LVMH has taken the stage with a strong focus on sustainable development.

The group's seven iconic maisons — Bulgari, Christian Dior Couture, Parfums Christian Dior, Guerlain, Hennessy, Louis Vuitton, and Tiffany & Co — are showcasing how sustainability and creativity go hand in hand.

Visitors are seeing Dior reusing atelier materials in artistic ways, Guerlain pushing eco-innovation with refillable products, and Tiffany & Co sharing its Love for Our Oceans program in China. Each of them shows how environmental responsibility is now at the heart of the group's CIIE participation this year.

Hennessy, the renowned cognac house with a 166-year history in China, stands out for its environmental efforts and unwavering confidence in the Chinese consumer market.

Charles Delapalme, Hennessy president and CEO, shed light on how the brand aligns its long-term vision with sustainability, balances commercial goals with cultural resonance, and deepens its roots in China during an interview.

Sustainability is not just a buzzword for Hennessy but a "key pillar" of its long-term strategy — a commitment reflected in its global and local initiatives. Delapalme emphasized that Hennessy's environmental work spans the entire value chain. A standout project is its global forest regeneration collaboration with Reforest' Action, which has caused tangible effects in China.

"In China alone, we've planted more than 2.5 million trees in Inner Mongolia and Guizhou, and restored 1,092 hectares of forest ecosystems," Delapalme said. These efforts not only boost local biodiversity but also contribute to global climate goals, embodying Hennessy's belief that responsibility and craftsmanship go hand in hand.

For LVMH as a whole, the focus on sustainability at the CIIE underscores the group's dedication to aligning luxury with planetary health — a priority that resonates deeply with China's growing eco-conscious consumers. And each of its maisons is bringing this to life in tangible ways.

For example, in Yunnan, Guerlain supports the Tianzi Reforestation Program, helping to restore more than 20,000 native orchids and protect biodiversity. Tiffany & Co launched its Love for Our Oceans initiative in China with the Mangrove Conservation Foundation of Shenzhen, working to restore mangrove wetlands and strengthen climate resilience.

"This year marks the group's sixth participation in CIIE. Beyond that, CIIE is much more than a trade fair. It's really a place to imagine the world of tomorrow, a place where we can build a better planet, living in peace and harmony. It's about looking ahead together, and that's something that resonates deeply with us," said Marc-Antoine Jamet, general secretary of LVMH Group.

The group's story with China goes back to 1859 when Hennessy first entered the market. Now, with more than 27,000 employees, and 1,400 stores in China, LVMH views the market as a global luxury powerhouse and a driver of innovation.

Jamet said that for LVMH, China is not just important; it's a place that sets the pace for the global luxury industry.

"What makes this market so fascinating today is its youth and its digital energy. Most of our clients are under 35 and everything moves at the speed of digital, from payments and e-commerce to social platforms and storytelling," Jamet said.

In this regard, the group will keep on investing in the Chinese market, not only to grow its footprint, but to offer richer and more inspiring experiences. The Louis in Shanghai, Dior's Miss Dior: Stories of a Miss exhibition, or Hennessy's House of Hennessy in Sanya are examples of that.

"If you can win the hearts of Chinese clients — who are the most demanding, connected, loyal and informed on the planet — you can win anywhere in the world," Jamet said.