Paris, 26th November 2019

MAD, leading consulting firm in the luxury sector is pleased to announce the integration of 1889, a Paris based agency specialized in “experientialization” of
luxury client relationships.

MAD, leading consulting firm in the luxury sector is pleased to announce the integration of 1889, a Paris based agency specialized in “experientialization” of luxury client relationships. MAD has acquired a majority stake in 1889, reinforcing its leadership in the client relation consultancy for luxury maisons.

1889 has seen impressive growth since it was founded by Aurélie de Royer and Thomas Mesmin in 2016 and operates with a team of ten luxury specialists. The agency provides 2 complementary services:

/ 1889 Experience: consultancy service to conceive, create and operate unique and exclusives client and staff experiences.

/ 1889 Travel France: one of the top 3 incoming travel agencies focused on luxury travel and experience for an international clientele of HNWI.

« We were the first to deliver client experience strategies for luxury maisons 10 years ago. All our practices, whether Strategy and Organization, Executive Search or Learning, have as the starting point the deep understanding of the evolution of luxury clients and the consequent impact on the business. With the creation of unique and exclusive experiences for HNWIs 1889 adds an additional and practical knowledge of the luxury clientele » said Delphine Vitry, Co-Founder of MAD.

« We are extremely proud today to welcome 1889 – in a short two years’ time Thomas and Aurélie have succeeded in attracting the most well-known luxury maisons by developing a value proposition that is highly complementary to our business. A more operational and significant asset for MAD to go even further in decoding the clients of our clients » added Jean Révis, Co-Founder of MAD.

« We are delighted to join the MAD family to accelerate the 1889 expansion. We had known for a long time that our two companies had strong complementary skills and commercial synergies. The timing seemed particularly appropriate after two years of very strong growth for 1889. Beyond their obvious in-depth knowledge of the sector, MAD’s international dimension immediately seemed to be a major asset for our development » said Thomas Mesmin, Co-Founder of 1889.

« This is a very important milestone for 1889 that should enable us to continue our development for our two divisions under optimal conditions. Beyond the purely business aspect, we also very quickly embraced the culture and human values of MAD and its team. » added Aurélie de Royer, Co-Founder of 1889.

The integration of the 1889 agency reinforces MAD’s position, which now counts a team of 50 consultants and specialists of the luxury sector.

About MAD

MAD is a leading consulting firm with an expertise spanning 10 years and a multi-cultural team of 40 consultants, uniquely positioned to enable the luxury sector, its maisons and people to shine to their full potential.

Founded in 2009 as the perfect alliance between luxury executives and consulting experts, MAD was built on the conviction that the constant evolution of the luxury clientele creates unprecedented and enthralling challenges. To address the required transformation, MAD delivers bespoke strategic and operational expertise with an agile and collaborative model.

Our holistic capabilities portfolio combines strategy, organization, executive search and transformation learning to secure that the projects we lead are deeply implemented.

Our clients include leading global luxury groups, independent brands, private equity funds as well as start-ups.

We are proud of our international culture combining a global perspective with deep regional understandings of the luxury sector, with a specific focus on China, where MAD collaborates with both international maisons and leading local retailers.


Monika Esprit
Marketing | Business Lead