Luxury takes off — again.
Private aviation is evolving. And investors are betting big.
L Catterton — the private equity firm backed by LVMH and Bernard Arnault — has just led an $800 million investment in Flexjet, the largest equity raise in private aviation history.
Why? Because demand is rising from tech and crypto entrepreneurs, as well as a globally mobile client base flying longer routes and expecting far more than just a seat in the sky.
Flexjet’s Global Footprint
Flexjet currently owns and operates more than 270 aircraft and 19 helicopters worldwide. They are the only fractional provider offering large-cabin, ultra-long-range business jets like the Gulfstream G650.
The investment will expand their fleet, infrastructure, and reach — including 11 private terminals, a $7 billion aircraft order, and brand collaborations that go well beyond aviation.
Travel as Lifestyle
Flexjet isn’t just about planes. Through FXLUXE, the company now offers curated itineraries that combine aviation with luxury travel and high-touch concierge experiences.
For those who can afford it, flying private isn’t just faster — it’s transformational. It provides control, privacy, and the ability to move both life and business at your own pace.
This signals a bigger shift in luxury:
- Clients are younger, global, and experience-led
- Travel is becoming an extension of lifestyle
- Brand partnerships increasingly shape loyalty and perception
From Brand to Ecosystem
L Catterton has helped grow lifestyle brands like Gentle Monster, Peloton, and Birkenstock. Now, they’re applying that playbook to private aviation — aligning aircraft, environment, and brand storytelling into a seamless luxury experience.
One striking example is Riva Volare, a collaboration between Flexjet and Ferretti Group. This bespoke cabin design for the Gulfstream G650 and Sikorsky S-76 helicopter translates the elegance of Riva yachts — teak accents, aquamarine piping, high-gloss wood, nautical fabrics — from sea to sky.
Lessons for Luxury Leaders
For brand, sales, and CX leaders, the message is clear:
- Experiences are ecosystems
- Product is only part of the value
- Client expectations are rising faster than most brands are prepared for
Private aviation is proving that legacy services can be reborn as luxury lifestyle brands. With investment, imagination, and alignment, even the most functional industries can become emotional experiences.
The open question is: which legacy sector will be next to make that leap?
