The latest financial results paint a clear picture: While Hermès’s revenue on the American continent rose by 15 percent in the first half of the year, it increased by only 2 percent in Asia (excluding Japan). As demand in traditional strongholds such as China has noticeably slowed and the U.S. has emerged as a bright spot—accounting for nearly half of all new millionaires in 2025—the company is pushing for greater geographic diversification of its U.S. market.
Instead of expanding solely in major cities like New York or Beverly Hills, Hermès is increasingly opening boutiques in upscale American suburbs and smaller cities such as Wilmette, Short Hills, Nashville, and Austin. The goal is to be as close to customers as possible. The stores are deliberately located near where the clientele lives—for example, in open-air shopping centers, in former industrial buildings, or right next to upscale dining options—to facilitate spontaneous visits while running everyday errands or walking the dog.
When it comes to design, the brand places great emphasis on individuality and a sense of home: Each store is designed by the same Parisian architecture firm, yet differs completely from all previous stores and visually adapts to the local architecture—for example, with Spanish Revival elements, dragonfly motifs, or red brick. Decorated with photographs and works of art from the family collection—often featuring horse motifs—the boutiques are intended to offer a cozy atmosphere that regularly invites regular customers to stop by for a coffee or a glass of champagne. At the same time, all leather handbags—such as the coveted Birkin Bag—are strictly manufactured in France by family decree to preserve their customary exclusivity.
I’m not quite sure yet what to make of this—whether the concept fits with Hermès. What do you think?