Hermès Axel Dumas: Birkin Execling Market Flge “doesn’t make me feel good mood”

The head of the luxury brand expressed his frustration with the re -sale market that appeared in the collection handbag, and informed the investors during the second quarter profit call to buyers on Wednesday who buy ARM dessert just to raise its price for its negative sale.

“Sometimes, we have false clients who come to our stores to buy them, to resell them, and prevent us from serving our real customers, and this is a real reason for anxiety for us,” Dumas said.

“Therefore, I am not happy at all to see this development of new bags sold on the used market,” he added. “I pulled a face, and I am not happy, and it does not make me feel a good mood.”

The Birkin bag, which can manage buyers at least $ 12,000 and up to six numbers, was worn by a group of celebrities such as Cardi B and Victoria Beckham, with fortification, making the coherent status symbol. in Q2 2025, informed Hermes 9 % sales stumblingThis is largely due to the continuation of the popularity of Birkin, Kelly and Konets bags, which helped them overcome Luxurious.

While the desired situation of the bag has strengthened Hermes sales, it has also been encouraged to an active transverse market for the bag. Because of the production of the limited bag and Hermès Featured standards So that they are allowed to buy the element, the sellers jumped into a public auction of bags. The cost of reselling Birkin can be able to greatly beyond the price of stickers, comfortably The doubling of the cost And some measures, Excellence S&P 500 and the price of gold.

Berkin’s original bag, which was owned by the late British actress and singer Jin BirkinSell earlier this month at Sotheby’s Paris for Cold 10 million dollars.

Hermes did not respond immediately luckRequest to comment.

Tradition is the ethics of compliment forms

Dumas can view the purchase behavior for sale by Dumas as an “opportunistic advantage” of the brand, according to Marie Drichol, an arrow analyst that focuses on luxury retail sale.

“He looks at the product and the brand as something more than one commodity,” said Darskol luck. “In its essence, it is believed that these art pieces are the product of someone’s imagination, a person’s work, work, and some of the best Hermes can do. I think some of them have taken their own life.”

Dumas has always been calling for the constant uniqueness of Birkin. Last year, Wal Mart Lookalike launched – or “deceive” the bag For $ 78, which quickly emptied retail shelves. Hermès CEO told investors in February It was “angry” Through the popularity of murderous copies, although he said he understood consumers who did not buy “Wirkin”, believing that it was the real deal.

Dumas said: “Making a copy like this is completely eliminated – it steals the creative ideas of others.”

However, the uniqueness of the luxury brand has attracted the anger of some shoppers, including two agents in California who Lay a lawsuit against Hermes in 2024When calling for the company participating in the “anti -competition” practices by asking the potential Berkeen buyers to establish themselves as “worthy” of “worthy” of help products.

While some luxurious brands Like Gucci and Balinisa Drskol said he participated more with the accredited resale market to attract new customers, which is likely not to be Hermes. There is still a constant demand on the bag, and therefore, a little reason for Hrams to disturb the mystery that I worked hard to create.

“You will have to get longer, a kind of romantic meaning, such as engaging with someone before crowning the wedding night,” she said. “You just have to postpone the satisfaction.”