PARIS (Reuters) – LVMH aims to hire 25,000 people under 30 years of age by the end of 2022, the French luxury behemoth said on Wednesday, as it accelerates recruitment to meet brisk demand for high end goods.

Recent months have seen rapid growth in the European luxury sector. This is due to stores being reopened after closures and people using money that they saved from confinement to purchase expensive products.

LVMH is more than able to recover business from pandemic interruptions. It reported that its first half of sales increased 11 percent organically in July compared with the period before the crisis. This was due to high demand for accessories and clothing from Dior and Louis Vuitton.

The company’s focus on recruiting younger staff comes as it seeks to bolster the popularity of its brands with younger consumers, weaving streetwear styles like cargo pants and sneakers into its luxury fashion collections.

Chantal Gaemperle is the director of Human Resources and Synergies at LVMH. She said that this year’s target hiring rate will increase by around 20% compared to past years.

This group will use a number of techniques to attract younger employees, including using LVMH’s company training institute, which is specialized in design, craft, and sales. The group plans to increase its training in areas like pastry baking, winemaking, and expand the reach of teaching abroad, including Italy, Spain and Germany.

LVMH has opened an online public training platform. It claims it has formed partnerships with underprivileged regions in France in order to hire high school students as apprentices. While the organization stated it expected to give 2,500 long term contracts in France and 5,000 internships, they did not specify the geographic breakdown.