Luxury just got a little more pastoral, as LVMH has decided it wants in on your countryside holiday. The luxury juggernaut just snapped up a minority stake in Les Domaines de Fontenille, a charming French hotel group that’s been quietly redefining rustic chic. Translation? The next time you escape to Provence for “a bit of air,” there’s a good chance LVMH will be fluffing your pillow. Here’s all you need to know about LVMH buying a stake in Les Domaines de Fontenille Group.
Who is Les Domaines de Fontenille?
Les Domaines de Fontenille is the cool group of hotels that moved to the countryside and got really into natural wine and antique linens—in a good way. Founded by Frédéric Biousse and Guillaume Foucher, LDF has carved out a niche for laid-back elegance in stunning rural settings. The properties feel more like the dreamiest French country homes than traditional hotels. Originally, it all started in Provence with the original Domaine de Fontenille. This is a 17th-century estate, complete with a vineyard and a restaurant that casually earned a Michelin star.
Since, they’ve expanded across France and into Spain, always sticking to their signature formula. We’re talking thoughtful design, heritage buildings, incredible food, and the kind of service that feels like staying with impossibly stylish friends. Currently, the portfolio includes Les Hortensias du Lac in surfy Hossegor, Les Bords de Mer perched above the Med in Marseille, a chic farmhouse in Menorca, and several other countryside gems, where you’ll want to spend entire afternoons sipping something biodynamic in a linen robe. It’s all boutique, and never boring. The group has become a quiet darling of the Parisian in-the-know crowd.
The Deal
LVMH’s hospitality arm, LVMH Hospitality Excellence, has taken a minority stake in Les Domaines de Fontenille—a move that feels less like a business transaction and more like the beginning of a very stylish friendship. Details are (of course) hush-hush—this is LVMH, after all—but the investment signals the group’s growing appetite for boutique hotels with personality and soul. For Fontenille, this means access to LVMH’s deep pockets and global know-how, without giving up their signature charm. For LVMH, it’s a chance to dip into the slower, earthier side of luxury. And if all goes according to plan, we could be seeing Fontenille-style properties popping up in other quietly glamorous corners of the world. Bottom line: it’s a win-win for anyone who likes their luxury with a little less flash and a lot more heart.
LVMH in the Hotel World
Obviously, this isn’t LVMH’s first foray into hotels. They’ve been building a five-star travel empire under the Cheval Blanc brand for a while now. The group already owns plush palace properties in Paris, Courchevel, St. Barths, St. Tropez, and the Maldives, where everything from your bathrobe to your beachfront is a chef’s kiss. They also own Belmond, the ultra-luxe group behind the Venice Simplon-Orient-Express and some of the most iconic hotels in Europe—hello, Cipriani in Venice and Splendido in Portofino.
Basically, LVMH’s hotel game is already strong. The Fontenille move just adds a little French countryside flair to their portfolio. A bit more slow living, a few more olive groves, and a whole lot of quietly perfect interiors. The message is clear: luxury today isn’t just about big names and big cities. It’s also about thoughtful, local, wildly good taste. And LVMH, as always, is already two steps ahead, with a glass of natural rosé in hand.
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FAQs
Q: Who are the founders of Les Domaines de Fontenille?
A: The founders of Les Domaines de Fontenille are Frédéric Biousse and Guillaume Foucher.
Q: What stake does LVMH hold in Les Domaines de Fontenille?
A: LVMH holds a minority stake in Les Domaines de Fontenille.
Q: What is Les Domaines de Fontenille?
A: Les Domaines de Fontenille is a French boutique hotel group.
