Financial Times corrects claim that Dior’s market valuation nearly doubled that of Mercedes-Benz

The Financial Times has corrected a column by Simon Kuper that misstated the market valuation of fashion house Dior, after suggesting it was worth nearly twice as much as Mercedes-Benz.

The clarification, published on October 17, explains that Dior is not a separately listed company and therefore does not have its own market valuation. Instead, the brand sits within the luxury conglomerate LVMH, which owns Dior alongside several other high-end labels.

The original column in FT Magazine had implied a direct comparison between Dior and Mercedes-Benz, a publicly traded company, giving the impression that Dior’s standalone market value could be independently assessed. In fact, Dior’s worth cannot be measured in this way, as its valuation is integrated within LVMH’s overall market capitalisation.

By framing Dior as a distinct market entity, the column overstated its independence and distorted perceptions of its financial scale relative to other global brands.