The Luxury Partner
Leading luxury consulting firm
Paris · Shanghai
Since
2009
MAD: The Luxury Partner in the Client Age
Our mission
Since 2009, we have been partnering with luxury Maisons, hospitality players, travel retail operators, malls and department stores in their strategic and operational transformation — from our offices in Paris and Shanghai, across the world.
Our ambition
To be the go-to partner for luxury decision-makers seeking excellence from strategy to execution.
Our unique approach: Magic & Logic
Magic & Logic is our way of working: a deeply analytical and business-driven approach, in service of an industry where dream, creativity and emotion are never negotiable.
Our practices
MAD Strategy is our strategic and operational consulting practice for the luxury industry. We align strategy and execution on your most critical challenges: client experience, omnichannel transformation, CRM, distribution, organisation — and artificial intelligence.
MAD Academy is our transformational learning practice, dedicated to the luxury industry. A true business partner that drives change and performance directly within your sales teams, managers and trainers — enabling the accelerated rollout of your strategies.
MAD Talent is our executive search practice, dedicated to identifying and recruiting the finest luxury talents. Integrated within the MAD group, it brings a unique understanding of Maisons, their strategic challenges and their cultures.
Our key figures
2
offices: paris & ShangHai
17
years of activity
+60
consultants of 6 nationalities
+200
luxury customers
+3,000
MissionS in luxury INDUSTRY
Our business sectors
Fashion & Leather Goods
MAD supports numerous players in the Fashion and Leather Goods sector across our five areas of expertise (Brand, Offer, Client, Distribution, People & Organisation). Omnichannel distribution issues hold significant importance (retail deployment strategy, retail concept, omnichannel integration, customer experience, retail performance, retail organization, etc.).
Watches & Jewelry
MAD supports key players in the Watches and Jewelry sector across five expertise areas (Brand, Offer, Client, Distribution, People & Organisation). Our expertise enables us to assist both mature actors in retailization and those transitioning towards a retail model.
Beauty
MAD engages in Beauty with strategies in supply strategies, service innovation and customer experience, distribution strategies, transition to D2C, winning over HNWI, integrating brands at the group level, brand (re)launch, and Wellness strategies. MAD also supports other Luxury players diversifying into beauty.
Wines & Spirits
MAD supports major players in the Luxury Wines and Spirits sector in developing their strategies. In this sector, MAD's key focuses are primarily on Brand Elevation and Direct-to-Consumer (D2C) distribution strategies.
Automobile
MAD supports major players in the Luxury automotive industry in developing their strategies, which often still rely on a wholesale dealership model. Key considerations include customer experience and clienteling strategy in this context, and relevant product diversification for often iconic brands.
Hospitality
As product-based luxury and hospitality converge, MAD guides leaders in the hotel industry in their strategic thinking about their brand, offerings, positioning, experience, and customer service, equipping them to excel in the luxury universe.
Malls & Departments Stores
Across all continents, MAD assists malls and department stores in their elevation towards Luxury. Our expertise applies to both future projects (strategic framing, positioning, offer strategy, experience strategy, brand strategy, zoning, leasing strategy, etc.) and existing projects (assessment, retail performance, strategic repositioning, etc.).
Financial Institutions
MAD assists financial institutions in their investment strategies in the Luxury sector, covering M&A strategy, due diligence, and operational support.
Our expertises
Brand
Because a brand is the most valuable asset of a house, MAD supports its clients in both the creation or updating of brand platforms and in securing the integrity of their brand during diversification strategies, offer extensions, or external growth.
Offer
The luxury industry is primarily a supply-driven market. MAD assists brands in optimizing product assortments, analyzing their positioning, and their diversification strategies on an international scale. For distributors and specialized malls, we define their brand strategies.
Client
Putting the customer back at the heart of the strategic equation has always been the reason MAD exists. We support the Houses on the definition and execution of their customer strategies: customer journey (using an omnichannel approach), CRM strategy (customer segmentation, customer activation, contact plan), VICs strategy (acquisition, development, retention).
Distribution
Our expertise in distribution caters to both brands with a strong retail maturity (network strategy, new concepts, omnichannel integration, customer experience, commercial performance, organization, and enablers, etc.) and players looking to evolve their model (wholesale elevation strategy, retailization, and D2C acceleration).
People & Organisation
People issues are strategic in the luxury industry. Organization and employer branding missions are led by MAD Strategy, while MAD Academy designs holistic and innovative learning approaches, and MAD Talent supports our clients with C Level recruitment.
Digital & IA
In the age of no-channel and artificial intelligence, digital is fundamentally reshaping luxury business models. MAD guides Maisons through this transformation: omnichannel client experience, organisational agility, and AI integration as a driver of competitive advantage — without ever compromising brand identity
