Louis Vuitton ventures into luxury writing instruments and customised writing paper

Louis Vuitton, the world’s biggest luxury brand by sales, owned by LVMH, aims to start selling alligator-skin fountain pens, customised writing paper and brightly coloured inks in time for Christmas, industry sources close to the matter told Reuters

Louis Vuitton, which like many of its luxury sector peers is facing slower growth in big markets such as China, will take on world’s leading luxury writing instruments maker Montblanc, owned by rival Richemont Group. “Getting into writing instruments could help Louis Vuitton protect its position at the very high end of the market,” a London-based analyst told Reuters.

The pens, stationery and luxury writing items will first be sold in a new outlet on the boulevard Saint-Germain in central Paris, which is due to open this month after delays. The new Louis Vuitton store in Paris is strategically located between the tourist hotspots Cafe de Flore and Cafe Les Deux Magots, made famous by the philosophers and writers among their clientele in the 1940s and 1950s, and which now award literary prizes every year.  The site will first be used for art exhibitions and cultural events on writing and travel. It will later sell pens and stationery, one of the sources said, adding that Louis Vuitton also wanted to open similar shops dedicated to writing in Tokyo and New York.

Louis Vuitton store, Saint Germain, Paris (existing store – due to be expanded)