Hermès Raised Prices Again. Here's What It Means for Your Closet.

First, the Numbers

Hermès started 2026 the way it usually does: with a price reset. On January 1, the house adjusted prices globally, and this time, Canadian shoppers felt it most. Increases ranged from 9% to 15% depending on the bag, likely a currency correction after the CAD's recent wobbles against the USD and EUR.

In the U.S., prices climbed 3.8% to 10.3%. The Birkin 25 in Togo went up just over 6%, now landing at $13,500 USD. The Birkin 30 rose about 7.2%. Europe saw 2.7% to 10% jumps, while the UK averaged 4.8%. But Canada? That 9% to 15% range puts us at the top globally.

The Lindy family took the biggest hit. In Canada, the Lindy II mini jumped from C$19,100 to C$21,900, a 14.7% increase. Australia saw similar moves, with the Lindy 26 climbing 14.5%.

This isn't new territory for Hermès. U.S. shoppers already saw two increases in 2025: a 6% to 7% bump in January, then another 5% in May to offset tariff costs. The 2026 move just continues the pattern. Steady, compounding, annual.

Ten Years of Quiet Gains

Let's zoom out for perspective. The Birkin 25 in Togo cost $9,400 USD back in 2016. By January 2026, it hit $13,500. That's $4,100 more over ten years, or about 44% growth total.

Here's how it climbed:

2016: $9,400
2020: ~$10,800
2023: ~$11,400
January 2025: ~$12,700
May 2025: ~$13,000 (tariff bump)
January 2026: $13,500

That's not inflation doing the work. Scarcity meets sustained demand, year after year.

The Kelly followed a similar path. The Mini Kelly 20 in Epsom went from $10,500 to $11,400 (up 8.6% from May 2025). The Kelly 25 in Togo rose from $12,600 to $13,700, an 8.7% increase.

For Canadian shoppers, these U.S. figures are the starting point. Factor in the 9% to 15% regional adjustment, and a Birkin 30 that might have been C$14,000 in early 2025 could now be C$16,000+ depending on leather and hardware.

Why Hermès Keeps Doing This (and Why It Works)

The increases aren't random. They usually reflect a mix of rising material costs, higher labor expenses, currency shifts, and yes, long-term brand strategy built around scarcity.

Each Hermès bag is handcrafted by a single artisan over several hours using premium leathers. Costs naturally climb. But the deeper play is this, pricing reinforces exclusivity and protects brand value over time. Hermès famously caps annual production increases at 6% to 7%. By keeping supply tight and prices rising, the house maintains its position at the very top of luxury.

Then there's the 2025 tariff story. In April, Hermès announced it would raise U.S. prices in May to fully offset President Donald Trump's 10% universal tariffs on European imports. Even though those tariffs were paused for 90 days for many countries, Hermès moved forward with the increase anyway, setting a precedent for the luxury sector.

The result? Those gentle 2% to 3% annual increases are gone. We're now in an era of 5% to 10% jumps, with some models seeing even steeper climbs depending on region and demand.

What This Means for Resale (Hint: Good Things)

If you're holding Hermès, this is where it gets interesting. When retail prices climb, resale prices typically follow. There's usually a brief window after each retail bump before the secondary market fully catches up, but the direction is clear: up.

The long-term data backs this. Over the last decade, Birkin bags have appreciated 92% on the pre-loved market. That's more than double Hermès' retail price increase of 43%. In 2025 alone, Hermès dominated luxury handbag resale, with the Kelly Mini II seeing a 282% increase in value, the Sellier Birkin at 183%, and the Constance at 137%.

Translation? Your pre-loved Hermès just got more valuable.

Smaller models like the Birkin 25 and Mini Kelly 20 II lead the secondary market. Neutrals and pastels consistently sell for the highest prices. Condition, provenance, and original packaging (box, dust bag, receipt) further boost resale value, especially for collectors focused on long-term appreciation.

Now for some context. According to Bernstein Research's Secondhand Pricing Tracker, the average resale premium for Birkin and Kelly bags has fallen from 2.2 times original value in 2022 to 1.4 times as of late 2025. That sounds alarming, but it's really just normalization after pandemic-era spikes. The market isn't collapsing; it's stabilizing. Hermès still maintains a 138% average value retention, far outpacing other luxury brands.

The Canadian Story

Canadian buyers and sellers face unique dynamics right now. First, the CAD has weakened against the USD and EUR over the past few years. Hermès likely implemented those steeper 9% to 15% regional adjustments to maintain global price parity.

Second, cross-border shopping just got less attractive. U.S. tariffs on European goods mean Americans are paying more at retail, narrowing the price gap that once made cross-border trips worthwhile. Add duties, GST/HST, and conversion fees, and domestic resale platforms like Reluxify become significantly more appealing.

Third, the Canadian luxury market is experiencing modest growth. Projections show a 3.35% annual growth rate from 2025 to 2029. But here's the counterpoint: Canadian luxury apparel sales are projected to rise 4.5% to 6.1% in 2025, marking one of the strongest years since before the pandemic. The market isn't dying. It's maturing. Buyers are prioritizing investment-grade pieces over trend-driven impulse buys.

For sellers, this means authenticated, well-documented Hermès pieces with original packaging are moving quickly. Buyers want assurance they're getting the real thing, which is where platforms with robust authentication (like Reluxify's Entrupy partnership) matter most.

Which Bags Saw the Biggest Jumps

Not all Hermès bags appreciated equally. Here's what happened:

Winners: Small Sizes and Quota Bags

Birkin 25: Jumped just over 6% in the U.S. to $13,500. Canadian retail likely exceeds C$15,000+.

Mini Kelly 20: Up 8.6% to $11,400 USD. A pristine Mini Kelly 20 can sell for more than a Birkin 30 on the resale market.

Kelly 25: Rose 8.7% to $13,700 USD.

Lindy family: Hit hardest globally. Canada's Lindy II mini jumped 14.7%.

Moderate Increases: Everyday Styles

Picotin Lock 18: Saw the highest single increase in Australia at 15.4%, with Singapore at 11.1%.

Kelly Messenger: Increased 8.9%.

HAC A Dos PM in Togo: Climbed 8.7%.

Smallest Increases: Entry-Level Canvas

Garden Party 30 (+1.8%), Neo Garden 23 (+2.0%), In-the-Loop 18/23 (+2.1 to 2.2%), and Herbag Zip models (+2.7 to 3.9%).

The pattern is clear. Hermès is aggressively pricing high-demand entry-level leather goods (Lindy, Picotin) while keeping canvas and utilitarian styles more accessible. For resale, smaller leather quota bags remain the blue-chip investment.

If You're Selling

Wondering whether to sell now or wait? Here's what the data suggests.

Sell now if:

• You own a Birkin 25, Mini Kelly, or Kelly 25 in neutral tones (black, etoupe, gold, craie).
• Your bag is in pristine or store-fresh condition with original packaging.
• You purchased pre-2024 and can capitalize on the full appreciation curve.
• You're looking to upgrade or liquidate before potential market softening.

Hold if:

• You own exotic leathers (crocodile, ostrich, lizard). Some crocodile pieces have appraised for over ¥10 million JPY (~$90,000 CAD).
• Your bag is a rare colour or special order (HSS, limited edition).
• You're treating it as a long-term asset (5 to 10 years).
• You genuinely love and use it. Resale value isn't everything.

How to maximize your return:

• Get authenticated. Reluxify can help you authenticate your purse with near 100% accuracy.
• Include all original packaging. Dust bags, boxes, receipts, and authenticity cards can boost value by 10% to 20%.
• Time it right. There's usually a brief window after each retail adjustment before the resale market fully catches up. Selling immediately after price increases captures peak demand.
• Use RAI for instant quotes. Reluxify's AI-powered tool factors in current market trends, condition, and regional demand for transparent, data-driven valuations.
• Document provenance. Original receipts, service records, and spa documentation add credibility and value.

If You're Buying

Navigating the new pricing landscape? Here's how to be smart about it.

Shop resale first. With retail prices at all-time highs and Canadian increases hitting 9% to 15%, authenticated pre-loved pieces offer immediate value. Secondary market prices for Hermès Kelly bags typically follow boutique price increases, though there's often a 6 to 12 month lag. That lag is your window.

Prioritize domestic platforms. Avoid duties, conversion fees, and cross-border hassles by shopping platforms like Reluxify. Canadian authentication, CAD pricing, and free domestic shipping mean no surprises at checkout.

Focus on investment-grade sizes. Smaller models like the Birkin 25 and Mini Kelly 20 II lead the secondary market for their versatility and rarity. If you're buying for both use and future resale, these sizes offer the best liquidity.

Authenticate everything. Over 41% of buyers remain concerned about authenticity. Only shop platforms with robust verification (Entrupy, Authenticate First, or in-house experts).

Watch for tariff volatility. U.S. buyers faced two price increases in 2025 (January plus the May tariff adjustment). If tariffs escalate or shift, expect further price volatility. Buying authenticated resale insulates you from retail price swings.

Where This Goes Next

If history is any guide, expect 5% to 10% annual increases through 2030. Hermès remains fiercely committed to slow, labor-intensive luxury. Limited supply, high craftsmanship, and sustained desirability mean production increases cap at 6% to 7% annually. Demand consistently outpaces supply.

Over the long term, Hermès Birkin bags have delivered returns that beat gold and, in some cases, approach S&P 500 performance. While the resale premium has cooled from pandemic highs, the brand's fundamentals remain strong: exceptional craftsmanship, controlled scarcity, and cultural cachet that transcends fashion cycles.

For Canadian buyers, this likely means:

• Retail Birkin 25 could approach C$18,000 to C$20,000 by 2030.
• Mini Kelly 20 may exceed C$14,000 to C$16,000.
• Resale premiums will stabilize but remain above most luxury brands.

For sellers, it means your Hermès will likely appreciate 20% to 40% over the next five years if maintained in excellent condition.

How Reluxify Makes It Easier

Whether you're selling to capitalize on appreciation or buying to build your collection, Reluxify makes it transparent and fast.

For Sellers:

• Instant AI quotes. RAI factors in real-time market trends, January 2026 price increases, and regional demand.
• 48-hour payouts. No waiting months for consignment sales.
• Entrupy authentication. AI-based verification ensures buyers trust your listing.
• No hidden fees. Transparent commission structure, no surprise deductions.

For Buyers:

• Authenticated inventory. Every Hermès piece verified via Entrupy.
• CAD pricing. No conversion surprises or cross-border fees.
• Free Canadian shipping. Toronto-based authentication and fast domestic delivery.
• Transparent provenance. Original receipts, packaging, and documentation when available.

FAQ

Will Hermès prices keep going up in 2026?

Yes. Hermès typically raises prices once or twice per year, with major increases in January and potential mid-year adjustments around May or June. Given tariff volatility and currency fluctuations, expect at least one more adjustment in 2026, likely 4% to 7% depending on region.

Should I sell my Hermès now or wait?

It depends on your bag and goals. If you own a high-demand model (Birkin 25, Mini Kelly, Kelly 25) in pristine condition, selling now captures peak post-increase demand before the resale market fully adjusts. If you own exotic leathers or rare colours, holding 3 to 5 years typically yields higher returns. Use Reluxify's RAI tool for a data-driven quote based on current market conditions.

How do I know if my Hermès is authentic before selling?

Reluxify uses Entrupy, an AI-based authentication system with 99.1% accuracy. We verify every Hermès piece before listing, giving buyers confidence and sellers faster payouts. If you're unsure about your bag's authenticity, we can assess it as part of the selling process.

Why are Canadian Hermès prices higher than the U.S. or Europe?

Canada saw increases of 9% to 15% in January 2026, likely a currency adjustment to bring Canadian prices closer to global parity after CAD weakness. Hermès sets regional pricing based on currency strength, import costs, and local market dynamics. When the CAD weakens against the EUR or USD, Canadian retail prices rise to maintain margin parity.

The Takeaway

Hermès' January 2026 price increases weren't a surprise. They were strategic. By steadily raising retail prices while tightly controlling supply, the house reinforces its position as the apex of luxury investment.

For Canadian sellers, this means your pre-loved Birkin, Kelly, or Constance just appreciated overnight. For buyers, it means authenticated resale offers better value than ever.

The resale market will catch up within 6 to 12 months, so timing matters. Whether you're selling to capitalize on peak demand or buying to beat the next wave of increases, the window is now.

Ready to see what your Hermès is worth? Get your instant AI quote and turn appreciation into cash in 48 hours.

Disclaimer: Reluxify is not affiliated with Hermès or any other brands mentioned in this article. We exclusively sell authenticated, pre-loved luxury items.