Hermès CEO Axel Dumas is making it clear: he’s not thrilled about seeing brand-new Birkin bags pop up on resale platforms.
Speaking during a second-quarter earnings call, Dumas expressed concern that resellers are undermining the luxury brand’s relationship with its genuine clientele. “Sometimes we have false customers come to our stores to buy them, to resell them, and they prevent us from serving our real customers,” Dumas said. “That is a real cause for concern for us.”
He added candidly, “I pull a face, and I’m not happy. It doesn’t put me in a good mood.”
The Birkin, Hermès’ iconic handbag named after British actress Jane Birkin, has long been seen as a symbol of exclusivity and craftsmanship — with price tags starting above $10,000. But its scarcity has also made it a target for resale profiteering and counterfeit replicas. Earlier this year, even a $78 Birkin lookalike from Walmart went viral on TikTok.
While some resellers try to cash in on limited-edition bags, experts like vintage luxury authenticator Koyaana Redstar caution it’s a gamble. “A lot of people want to resell at or above retail, but we often have to offer them less. They’re disappointed,” Redstar told Business Insider.
Despite Dumas’ frustration, Hermès remains a standout in the luxury sector. The company reported €8 billion ($9.13 billion) in revenue for the latest quarter — an 8% increase year-over-year — even as rivals like LVMH report declines.
Hermès shares, however, dipped 4.5% in after-hours trading Wednesday and are down roughly 2% year-to-date.
Business Insider reached out to Hermès for comment, but the company has yet to respond.
