Elina Kousourna of Maje: Cultivating Team Pride in Full-Price Sales Success
Maje’s Elina Kousourna: "We Need to Succeed in Instilling Pride Among Our Teams in Selling at Full Price"
In the heart of Paris, beyond the bustling streets, lies a vision for luxury fashion that speaks to the empowered modern woman. Elina Kousourna, the dedicated CEO of Maje, is spearheading this journey, fostering a culture that celebrates not just style but also the essence of femininity. As she gears up to unveil the Spring-Summer 2026 collection, she reflects on the brand’s progress and the ambitions that lie ahead.
Harnessing Growth in a Competitive Landscape
Maje, part of the esteemed SMCP Group, reported a notable sales growth of nearly 3% in the first half of 2025. At the helm of this accessible luxury brand, which recorded revenues of €458 million in 2024, Kousourna emphasizes the importance of strategy and teamwork.
Elina Kousourna: “We’re excited about the significant momentum we’re experiencing. Kicking off the season with our European store managers last month energized our teams to embrace the vision ahead.”
This collective enthusiasm is propelling Maje toward a brighter future.
Refined Identity: The Heart of the Brand
Kousourna’s strategy revolves around clarifying Maje’s identity. The brand recently celebrated its 25th anniversary, and she believes it’s pivotal to define what Maje truly represents.
Kousourna on branding: “It was time to articulate who Maje really is and the common threads that weave through our collections. Collaborating closely with our founder, Judith, enriched this process.”
Maje’s mission is about providing versatile, stylish options for women that celebrate their strength and individuality, rather than merely meeting market trends.
Captivating Offerings
Pillars of Style
A shift in Maje’s product offerings reflects broader trends. Kousourna acknowledges that the current collections increasingly cater to dynamic silhouettes suited for business and evening wear, focusing on:
- Sophisticated silhouettes: Elevating everyday pieces with unique details define the Maje touch.
- Versatility: Ensuring that each garment fits effortlessly into a woman’s lifestyle, from day to night.
This refined focus not only enhances the product line but also promotes creativity in design, allowing for more daring expressions within a structured framework.
A Global Approach to Fashion
Kousourna recognizes the need to adapt Maje’s offerings for markets like Asia and North America. Insights from local teams are invaluable in ensuring that Maje resonates with diverse audiences.
Kousourna on market adaptation: “Our retail teams help shape our collections, ensuring regional preferences influence our core offerings while maintaining brand coherence.”
This commitment to understanding the customer landscape reinforces Maje’s relevance on the global stage.
Emphasizing Value in Luxury
Amidst fluctuating consumer landscapes, Maje maintains its appeal through a distinct pricing strategy.
Justifying Price Points
In a fashion world often pulled between fast fashion and exorbitantly priced luxury goods, Maje finds its niche by emphasizing quality:
- Craftsmanship: Over 80% of styles utilize certified materials, ensuring sustainability and traceability.
- Exceptional Service: Investing in trained associates who provide personalized shopping experiences elevates Maje’s brand perception.
Kousourna shares her pride in customers increasingly opting for full-price items, reflecting the brand’s commitment to quality.
Transparent Marketing Practices
The brand’s shift towards minimizing discounts aligns with its growth strategy. Maje focuses on clear communication that reinforces value over mere price tags. By fostering a culture of quality, the perception of luxury transcends price.
Kousourna on retail direction: “Our goal isn’t merely to chase volume but to drive efficiency and create a long-lasting relationship with our customers.”
This commitment is shaping a healthier retail environment, where customers feel empowered in their purchasing decisions.
A Vision for the Future
Innovative Store Concepts
As Maje evolves, new store concepts are being introduced to better reflect the brand’s ethos. Set to launch in locations such as London’s King’s Road and Paris’s Rue Vieille-du-Temple, these spaces aim to serve as more than just retail outlets.
Kousourna explains the concept: “We envision each store as a ‘living space’ where customers feel genuinely welcomed and inspired.”
This immersive experience aims to create lasting connections between Maje and its clientele.
Growth Ambitions Ahead
Looking towards the future, Kousourna expresses a bold vision for the next three years. Maje aims to broaden its reach while remaining authentic, maintaining its status as a desirable brand.
Her closing belief: “With sincerity in our approach, Maje will continue to thrive as a relevant and essential name in the market.”
As Maje strides forward, Kousourna’s leadership promises a transformation that honors the tradition of femininity while paving the way for innovative luxury.
Join us in celebrating the powerful journey of Maje and stay tuned for the arrival of the Spring-Summer 2026 collection. Let your fashion choices reflect the strength and beauty that lies within you. Embrace the spirit of Maje—where elegance meets empowerment.
