Bernard Arnault, the French billionaire, has intensified acquisitions of shares in luxury conglomerate LVMH. This move came one day after he pledged to increase his ownership stake to a majority level. According to filings with the Paris stock exchange, the European wealthiest individual purchased shares worth approximately €100 million on January 28. This activity followed shortly after LVMH reported disappointing 2025 results and provided a pessimistic outlook, which triggered a stock decline that erased as much as $15 billion from Arnault's personal wealth in a single day, setting a historical record. Documents indicate that through his holding company, he continued to accumulate shares, reaching a total of about 757,000 shares valued at around €407 million by February 4. This wave of buying follows an eight-month period of consistent purchases last year, during which Arnault also bought during market dips. Unlike last year, Arnault has explicitly stated his intention this time, noting that amid strong headwinds facing the luxury sector, he is uncertain whether this action will "satisfy external observers," but he aims to hold more than 50% of the global largest high-end goods group he built over decades. During an earnings call on January 27, he stated, "Our family group holds about 50% of LVMH shares. At the start of the new year, we have the right to increase our stake somewhat. This year we will cross the 50% ownership threshold. That is to say, we will possess over 50% of the equity. We have confidence in our business, and we are demonstrating that with concrete action." Arnault has long focused on strengthening control over LVMH. Since taking leadership in 1989, he has primarily grown the company through acquisitions into Europe's second-largest enterprise by market value, approximately €268 billion. The 76-year-old engineer has also expanded his shareholding strategy at the brand level. Last month, he announced that LVMH invested €1 billion to raise its stake in luxury cashmere brand Loro Piana from 85% to 94%. According to the latest annual report, at the end of 2024, the Arnault family held 49% of LVMH's shares and 64.8% of voting rights. Given that this already affords the billionaire considerable control over the company, the rationale for crossing the 50% ownership threshold remains puzzling. Frederic Genevrier, an analyst at AlphaValue, commented, "It could be symbolic, like adding a flourish. It is also a way to convey an optimistic message." This move coincides with declines in both LVMH's market capitalization and Arnault's personal wealth. Post-pandemic, demand for the company's designer handbags, apparel, wines, and beauty products surged, but it has since softened as economic uncertainties intensified. His wealth is predominantly tied to LVMH rather than diversified investments. According to the Bloomberg Billionaires Index, Arnault's net worth stands at $181 billion, down from a peak of $231 billion recorded in March 2024. Although his wealth has grown since he topped the list in 2022, subsequent gains by technology billionaires, including Elon Musk and Larry Page, have pushed him down to seventh place. So far this year, Arnault has purchased shares through his family's private holding company, Financiere Agache, and Christian Dior SE, a publicly traded entity whose sole business is holding LVMH stock.