Skift Take
LVMH will invest to help Accor breathe new life into the legendary luxury brand, leading more quickly to new Orient Express trains, hotels, and ships.
LVMH and Accor said Thursday they had signed a deal to speed up the revival of the Orient Express brand.
The luxury titan’s move came after LVMH separately doused rumors it would plan to open a Louis Vuitton-branded hotel in Paris, suggesting the group isn’t trying to compete head-on with established hotel groups.
LVMH said it would make an unspecified strategic investment in the Orient Express brand, the operating company for hotels, trains, and sailing ships.
The move is important because it could end brand…