Why CHANEL Is So Special: Independence Through Family Ownership
Have you ever wondered what makes CHANEL so unique?
If you’re someone who loves fashion, you’ve probably thought about it at least once. There are countless stories to explore—Coco Chanel’s life, the iconic bags, her surprising return as a designer at the age of 70 (reportedly triggered by her anger at the return of ultra-feminine silhouettes popularized by Christian Dior at the time).
But today, I want to look at CHANEL from a different perspective:
CHANEL’s independence and long-term vision, sustained by family ownership.
An Independent Brand in a World of Luxury Conglomerates
Unlike many luxury brands that are part of giant multinational conglomerates like LVMH or Kering, CHANEL remains independent.
It is still owned and managed by the Wertheimer family, who have longstanding ties to Coco Chanel herself.
In today’s fashion industry, this is incredibly rare.
While being part of a conglomerate comes with certain advantages—like shared resources, efficiency, and profit maximization—it also carries risks: being forced into licensing deals, or bearing the burden of loss-making brands within the group.
CHANEL’s independence allows it to maintain its creative philosophy and brand identity without being swayed by external pressures.
The Invisible but Powerful Presence of the Owners
Have you ever seen the owners of CHANEL?
I haven’t. In fact, I never even thought about it.
We often see photos of LVMH’s owner, but CHANEL? Not so much.
Coco Chanel never married and had no children, so there was no heir to inherit her empire. That role was taken on by the Wertheimer family, and their leadership has allowed CHANEL to operate in a very distinctive way.
Their approach is based on trust—trust in the creative directors and in the people on the ground.
Long-Term Vision Creates Creative Freedom
The Wertheimer family’s leadership style is unique in the world of luxury business.
They don’t chase short-term profits. They believe in the people they work with. They accept “inefficiencies” when needed, viewing them as investments that support long-term vision.
I once had a friend whose business was acquired by a publicly traded company. At first, he was excited to share his dreams for the future with his new partners. But a few years later, he confessed that long-term vision had become irrelevant—everything was about short-term results.
CHANEL, in contrast, takes time as a partner in its decision-making. That’s rare and precious in today’s fast-paced world.
A Special Agreement with Karl Lagerfeld
Even when Karl Lagerfeld, CHANEL’s legendary creative director, proposed ideas that went against the company’s direction, his vision was honored.
It’s said that the Wertheimer family had a special agreement in place to support Lagerfeld’s creative freedom—even if it meant going against internal policies. That kind of relationship can only exist in a privately owned, independent company.
The Restaurant on Top of CHANEL Ginza: A Symbol of Philosophy
One striking example of CHANEL’s unique approach is the restaurant on the top floor of its Ginza flagship store in Tokyo—Beige Alain Ducasse Tokyo.
I once read in a book that CHANEL Japan’s president, Richard Collasse, said:
“CHANEL is the most luxurious brand in the world. That’s why, to offer the highest level of joy and experience to our clients, a restaurant is essential.”
Inspired by that philosophy, I treated myself to afternoon tea at Beige Alain Ducasse Tokyo.
(Photos from that visit are included in this blog.)
The afternoon tea is served in the restaurant’s serene lounge area. What left a lasting impression on me were the photographs displayed around the room—beautiful, artistic images focused on hands.
These were the hands of artisans—the people who support CHANEL with their craftsmanship.
I felt that this space was designed not just to offer fine cuisine and service, but to share CHANEL’s values—its respect for quality, tradition, and human touch—with those who visit. It invites empathy and understanding of the brand’s deeper philosophy.
Luxury isn’t just about glamour or price tags. It’s the story, the spirit, and the craftsmanship behind it that truly move us.
If you have the chance, I highly recommend visiting this extraordinary space and experiencing a moment of elegance and joy.
👉 Beige Alain Ducasse Tokyo – Official Website
In the End, CHANEL’s Uniqueness Comes from Its Values
Of course, CHANEL’s beauty and iconic designs are undeniable.
But once you start looking at the brand’s business philosophy, you realize just how truly different it is.
Staying true to their values, resisting trends, and placing trust in people—
CHANEL teaches us that fashion isn’t just about what we wear, but how we live.
What brands inspire you—not just in style, but in spirit?
Reference Book:
“The Strategy of Chanel” Edited by Shinya Nagasawa, Written by Kana Sugimoto / Toyo Keizai Inc.
