Identity Crisis At Lvmh?

A retail push may muddy the luxury-goods maker's image

For decades, Parisians have shopped for everything from lingerie to hardware at La Samaritaine, a vast department store overlooking the Pont Neuf on the Seine's Right Bank. But the 130-year-old landmark is about to get a makeover. LVMH Moet Hennessy Louis Vuitton has taken a controlling $200 million stake in La Samaritaine and plans to renovate it as a luxury emporium stocked with upscale brands such as Fendi and Christian Dior.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.