Birkin bag maker Hermes to raise prices after Q4 sales boom

Birkin bag maker Hermes to raise prices after Q4 sales boom

The 17.5% uptick in purchases underscores high end shoppers' resilience despite economic challenges.

Sales for Hermes in the three months ending September totalled €3.36 billion, exceeding the forecasted 14% growth. (AFP pic)
PARIS:
Birkin bag maker Hermes said it will raise prices this year after sales jumped 17.5% in the fourth quarter of 2023, demonstrating the resilience of high end shoppers despite economic headwinds.

Sales for the three months to the end of September totalled €3.36 billion (US$3.62 billion), up 17.5% at constant foreign exchange rates. That was ahead of expectations for 14% growth, according to Visible Alpha consensus estimates.

The company plans to lift prices by between 8% and 9% this year globally, executive chairman Axel Dumas told reporters on Friday.

One of the most consistent performers in the luxury goods industry, Hermes has a track record of outpacing rivals when economic conditions deteriorate, thanks to its classic designs and careful management of production and stocks, which helps maintain the label’s aura of exclusivity.

Handbags like the coveted US$10,000 plus Birkin model are affordable only for the wealthiest shoppers — who are typically the more immune to choppy economic conditions.

Hermes will pay a €4,000 bonus to each of its over 22,000 employees worldwide, the company said.

Stay current - Follow FMT on WhatsApp, Google news and Telegram

Subscribe to our newsletter and get news delivered to your mailbox.