Hermes defies luxurious gloom due to booming demand for its costly Birkin purses
Hermes once again outperformed its luxury peers amid strong demand for its pricey accessories.
The Birkin bag maker’s sales rose by 9.8 per cent to £3.57billion over the last three months of 2025 as wealthy US shoppers splashed out.
The French company’s bags – which are a favourite of celebrities such as Maura Higgins – helped drive sales.
Business was boosted by signs of improvement in the Asia-Pacific region, where sales rose 8 per cent. It gave investors hope that a downturn is abating after years of weakness.
Hermes boss Axel Dumas said he was seeing ‘some positive things’ in China, and he was ‘neither declaring victory, nor worried’.
Hermes’ exclusivity has been helping to draw in rich customers as its more iconic products, such as the Birkin, cannot be bought new online and have a high resale value.
Bag lady: Birkin bags – which are a favourite of celebrities such as Maura Higgins (pictured) – helped drive sales at French luxury goods firm Hermes
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