Monaco’s SBM plots global luxury expansion inspired by LVMH
Monte-Carlo Société des Bains de Mer has announced an ambitious international expansion strategy aimed at positioning the group as a global luxury brand, while maintaining Monaco as its economic anchor.
Monte-Carlo Société des Bains de Mer (SBM) is preparing an ambitious international expansion aimed at turning the Monaco-based group into a global luxury player, its chief executive Stéphane Valeri announced this week.
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Speaking at a New Year press briefing, Valeri said the strategy draws inspiration from LVMH chairman Bernard Arnault, who sits on SBM’s board.
Like LVMH’s Cheval Blanc hotels, SBM plans to export Monaco’s high-end hospitality model to destinations favoured by ultra-wealthy clients, while keeping the Principality as its economic anchor.
The flagship project is Monte-Carlo One Courchevel, set to open for the 2027–2028 ski season after the transformation of the former Neiges Palace.
Further growth will focus on management contracts rather than property ownership, with advanced talks under way in the Middle East, including Saudi Arabia.
SBM is also planning international restaurant and brand expansions, notably in Dubai, and partnerships at sea through Monte-Carlo Casino operations on Crystal cruise ships.
Despite its global ambitions, Valeri stressed that Monaco remains the group’s priority.
With the Monegasque state as majority shareholder, any international success would directly benefit the Principality’s economy.