Maje‘s Strategic Growth: A Conversation with CEO Elina Kousourna

Published
September 30, 2025

In a landscape where the fashion industry often grapples with economic uncertainties, Maje, a prominent player in the accessible-luxury womenswear sector, has reported a notable sales growth of nearly 3% in the first half of 2025. Under the leadership of CEO Elina Kousourna, who took the helm in 2023, the brand is not only navigating these challenges but is also redefining its identity and market strategy.

A New Vision for Maje

Kousourna, who previously led the menswear label Fursac, has spent the last two years meticulously refining Maje’s brand identity. As she prepares to unveil the Spring-Summer 2026 collection in Paris, Kousourna reflects on the brand’s evolution and the strategic initiatives that have contributed to its recent success.

“Our momentum is strong,” Kousourna stated during an interview with FashionNetwork.com. “We kicked off the season with a lot of energy, bringing together our European store managers for the first time since the pandemic. This gathering generated enthusiasm and a renewed sense of purpose.”

Understanding the Growth

Maje’s growth comes at a time when many brands are struggling. Kousourna attributes this success not merely to luck but to a well-thought-out strategy that aligns the brand’s offerings with customer expectations. “We have significant exposure in department stores, and while many brands are suffering, we are gaining market share,” she explained.

The brand’s stylistic evolution has resonated with customers, allowing Maje to carve out a unique space in a crowded market. “Fashion is about magic and creativity,” Kousourna noted, emphasizing the importance of aligning various elements of the brand to create a cohesive identity.

Reaffirming Brand Identity

Maje, which celebrated its 25th anniversary recently, has undergone a rebranding process to clarify its core values. Kousourna collaborated closely with the brand’s founder, Judith Milgrom, to revisit the essence of Maje. “It was time to state who Maje really is and what it stands for,” Kousourna said.

The brand’s founding principle, as articulated by Milgrom, was to empower women to embrace their femininity in professional settings. This ethos remains central to Maje’s identity today, as Kousourna aims to balance femininity with a grounded vision of life that avoids elitism.

A Focus on Quality and Versatility

Kousourna’s strategy involves a shift towards a more structured collection that emphasizes quality over quantity. “We’ve moved away from a whimsical universe to focus on businesswoman silhouettes and eveningwear,” she explained. This approach not only enhances the brand’s offerings but also allows for greater creativity within defined parameters.

The versatility of Maje’s products is another key aspect of its appeal. Kousourna envisions a modern woman who seamlessly transitions from work to social events, and the collections reflect this lifestyle. “Each piece features distinctive details that cater to a confident woman who is not afraid to attract attention,” she said.

Adapting to Global Markets

As Maje expands its footprint internationally, Kousourna is keenly aware of the need to adapt offerings to different markets. “We are fortunate to have teams in various regions that provide valuable feedback,” she noted. This localized approach allows Maje to cater to diverse customer preferences while maintaining brand coherence.

In a global market where consumption is under pressure, Maje has positioned itself as a relevant player in the accessible-luxury segment. Kousourna believes that the brand’s commitment to quality and transparency justifies its pricing strategy, even as competitors engage in aggressive discounting.

The Full-Price Strategy

One of the most significant shifts under Kousourna’s leadership has been the focus on full-price sales. “Our growth is driven by full-price sales, which is rewarding for both the brand and its products,” she stated. This strategy not only enhances the brand’s image but also fosters a more honest relationship with customers.

Kousourna emphasized the importance of quality in justifying prices, noting that 80% of Maje’s styles are made from certified materials. “We are committed to transparency, and our customers appreciate the value that comes with it,” she explained.

A New Store Concept

In addition to refining its product offerings, Maje is also reimagining its retail spaces. The brand is set to unveil a new store concept, the first of which will open on King’s Road in London, followed by a location in Paris. “We want our stores to be living spaces where every detail expresses the brand,” Kousourna said.

This new concept aims to create an inviting atmosphere that resonates with customers, enhancing their overall shopping experience. The design, led by Valériane Lazard, focuses on elements that convey femininity, comfort, and sensuality.

Navigating Challenges and Future Ambitions

Despite the uncertainties surrounding the SMCP Group’s shareholding, Kousourna remains focused on Maje’s roadmap. “We are committed to delivering on our brand’s vision, regardless of external factors,” she stated.

Looking ahead, Kousourna is ambitious about Maje’s future. “We need to multiply our ambitions and cultivate sincerity in our approach,” she said. With plans for further international expansion and a commitment to quality and customer engagement, Maje aims to solidify its position as a desirable brand in the competitive fashion landscape.

Conclusion

Under Elina Kousourna’s leadership, Maje is not just surviving but thriving in a challenging market. By focusing on brand identity, quality, and customer engagement, the company is poised for continued growth. As it embarks on this new chapter, Maje exemplifies how a thoughtful approach to fashion can resonate with consumers and drive success in the ever-evolving retail landscape.