We’ll give you a hint: it’s in the southern United States. Any guesses?
If your mind immediately drifted to Florida, you’re spot on. While our favorite French designer already has boutiques in Miami and Palm Beach, a new Sunshine State location is welcoming Hermès: Orlando, home of Disney and Universal.
Orlando is moving beyond just Mickey Mouse, rides and entertainment toward the high fashion scene, and we have to say we’re excited to see how Hermès fares in the new locale. Moreover, the arrival marks yet another step in the direction of Hermès’ expansion throughout North America.
The 3,800-square-foot H boutique opened at Mall at Millenia (4200 Conroy Road, Orlando) this past Friday, as the Orlando Sentinel reported. An indoor shopping center, Mall at Millenia is a luxury hub in Orlando, a major international tourist destination, with Chanel, Prada, Tiffany, Saint Laurent, Gucci and Louis Vuitton boutiques, among others. Hermès elevates the hub to include the crown jewel of luxury.
And the Orlando spot doesn’t just look like any other Hermès boutique—as always, the brand took a bespoke approach to the design, with Sunshine State-themed decor and tiling evoking Florida palms.
“Besides telling the Hermès story, the store’s design also tells the exceptional legacy of the city,” the Hermès website states. “The façade conveys Florida’s verdant, tropical nature, employing shades of glossy green ceramic tiles which bring the range of Hermes collections to life in an elegant, jewel-like setting.”
There were even a few Orlando-themed pieces for sale at the opening, according to the Orlando Sentinel, including leather goods stamped with “Hermes in Orlando Florida.”
The big H, once only available in major international cities, is clearly branching out. This is Hermès’ 31st boutique in the U.S. alone.
“It’s a whole new market,” said Robert B. Chavez, Hermès USA president and chief executive officer, to WWD. “Our Miami and Palm Beach stores continue to do very well. We see lots of potential in the Florida market.”
“We expect to do very well in this market,” he added. “Orlando’s draw is so global. There are so may Europeans, Middle Eastern and Latin American visitors. It truly draws a global consumer.”
Last May, Hermès opened a boutique in Palo Alto, CA. This year, it will be inaugurating another in the Meatpacking District of NYC and then in East Rutherford, NJ, according to WWD. In addition, the brand recently signed a lease for a flagship store on Madison Avenue, set to open in 2022. As it turns out, with new growth comes new opportunity (for shopping, that is). (Read: Hermès Remains Popular as Ever with Continued Company Growth)
The upshot? Small picture: “scoring” a Birkin when you take your family on a trip to the Magic Kingdom or The Wizarding World of Harry Potter! Big picture: more and more Birkin opportunities across the U.S.—at least geographically. What do you think about it?
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