SMCP Reduces Discount Rates Amid Sales Shifts
Shoppers may find fewer markdowns as the brand adjusts its global pricing strategy following a 2-point discount cut.
Updated on Oct. 22, 2026 in Economic Indicators
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SMCP reported total sales of €888 million for the first nine months of 2026, including €291 million in the third quarter. While the group saw growth in America and EMEA, overall performance was tempered by a sales decline in France.
Why it matters
The mixed results reflect broader consumer spending challenges in specific regions, such as France, where a store network contraction has weighed on revenue. A reduction in discount rates suggests a strategic shift that could influence future pricing for shoppers.
SMCP recorded €888 million in nine-month sales through September 2026, with an average discount rate lowered by 2 percentage points compared to 2025. This reflects a shift in retail strategy across the group's 1,586 global points of sale.
The players
SMCP
An international apparel company that operates 1,586 global points of sale.
The details
SMCP manages its retail network through targeted adjustments to discount levels and geographic development. The decline in France resulted from both a weaker consumption environment and the closing of store locations, including BHV-SGM corners. Conversely, the group continues to pursue growth through expansions like its recent entry into the Armenian market.
Timeline
November 2025: Closure of BHV-SGM corners in France.
First nine months 2026: Company recorded €888 million in sales.
Q3 2026: Company recorded €291 million in sales.
October 22, 2026: Publication of nine-month sales results.
February 18, 2027: Publication of full 2026 results.
Money Landscape
Retailers are currently navigating a complex global environment marked by shifting consumer demand and geographic variance. SMCP's performance highlights the ongoing struggle to balance store network optimization with the push for organic growth in key international markets.
The group's 2-point reduction in average discount rates means shoppers may see fewer deep markdowns than in the previous year. You should monitor how these pricing strategies influence your favorite brand's sales events throughout the upcoming holiday season.
The takeaway
Retailers are increasingly moving toward more selective discounting to manage profit margins in a challenging climate. Check the discount policies of the stores you frequent regularly to determine how your personal shopping budget may be affected by these industry-wide price shifts.
What happens next
The company expects to publish its full-year 2026 financial results on February 18, 2027.
Further reading
For more information on retail performance, visit our Economic Indicators section.
More information
View the latest SMCP financial documents and webcast for detailed performance data.
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Do you prefer that retail brands maintain full prices rather than offering deep discounts?
