Thierry Hermès founded his saddlery in 1837 on rue Basse-du-Rempart in Paris, specializing in the manufacture of harnesses and saddles for the great European stables. To this day, the House remains a family-owned company, listed on the stock exchange but controlled by the Hermès heirs via the Émile Hermès holding company. Axel Dumas has been managing director since 2013. Production of the Birkin increases by only 6-7% a year – a deliberate strategic decision to maintain scarcity.
From saddlery to carré de soie
The first Kelly bag was made in 1935 – worn by Grace Kelly on the cover of Life in 1956, it took its definitive name. The Birkin was born in 1984 from a conversation between Jane Birkin and Jean-Louis Dumas on a plane from Paris to London. The silk square, introduced in 1937, has been available in over 2,000 different patterns since its origins.
The architecture of Hermès rarity
Hermès distributes exclusively through its own boutiques – no presence on multi-brand platforms. Iconic bags (Birkin, Kelly, Constance) are not available by direct order. Prices increase every year, regardless of market conditions. This distribution architecture has been documented as one of the most studied desirability management models in business schools.
Hermès at Luxsure
Luxsure has been documenting Hermès since 2008: leather goods, silks, perfumes, watches, art of living and strategic analyses of the House.
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