LVMH earns 75% of revenue outside Europe
Bernard Arnault noted in his letter that LVMH earns 75% of its revenue outside Europe, justifying his relationships with international heads of state.
Where this was said
Bernard Arnault's revenge letter
At 22:40 · chapter starts 17:24
Le Monde dropped a six-part investigative series on Bernard Arnault — 'The Empire of Bernard Arnault' — depicting palace intrigue at Sunday dinners, whisper networks with heads of state, and five heirs jockeying for succession as Arnault approaches 80. Most CEOs would have lawyered up or played the victim. Arnault published a three-page open letter titled simply 'Merci.' It opens with him reading the series 'between two cups of tea' while his WhatsApp-alerted children ask whether they should now curtsy to him. He told them 'hello, sir' would be sufficient. Everyone laughed. [1] — Shaan Puri "Le Monde ran a 6-part investigative series on Bernard Arnault, calling him the 'last royal family of France.' His response was a 3-page ope…" 17:55 From there, the letter dismantles each accusation with elegant precision. The 'whisperer to every president' charge? He pleads guilty — listing five American presidents, three British prime ministers, and noting that a company earning 75% of its revenue outside Europe probably should be talking to world leaders. The tax breaks? He lists €200 million to Notre Dame, €50 million to mathematics research, 220,000 employees (40,000 in France). And the closing line: he compliments Le Monde's crossword — 'excellent' — while inadvertently damning the article itself. Shaan and Sam agree: the move is using humor to become more likable, not just more defended, turning a hit piece into a net-positive brand moment.
Bernard Arnault's Masterclass in PR Judo
Le Monde ran a 6-part investigative series on Bernard Arnault, calling him the 'last royal family of France.' His response was a 3-page open letter that started with 'Thank you.' Using humor, humility, and precision, he demolished every accusation while making himself more likable — a template every CEO should study.
Bernard Arnault employs 220,000 people
LVMH under Bernard Arnault employs 220,000 people globally, including 40,000 in France — facts Arnault pointedly listed in his rebuttal letter to Le Monde.
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