Since its first 2002 spring-summer collection, the brand’s operations have developed significantly to include shoes and accessories lines.

In collaboration with YSL Beauté, the brand developed its fragrance business: the first fragrance "Stella" launched in 2003 met with considerable success and was followed in 2006 by the launch of "Stella in Two".

 

2007 saw the launch of "Care by Stella McCartney", the first luxury organic skincare line, thus reflecting its commitment to protect the environment. In addition, the license partnership with Adidas for women’s sportswear was extended and Stella McCartney has started working with Bendon to develop and market the "Stella McCartney" lingerie line. Furthermore, a few distribution and franchising agreements have been secured to improve the brand penetration in certain Asian markets, through the opening of several mono-brand stores. The brand posted positive operating income for the first time in 2007.