Hermès stands as the apex predator in the ultra luxury segment, particularly renowned for its iconic handbags like the Birkin and Kelly, which are not merely accessories but significant investments. The brand’s identity is rooted in supreme artisanal quality, exclusivity, and a scarcity model that has fostered immense desirability and strong retention of resale value. This RB report delves into the competitive environment surrounding Hermès’ luxury handbag division, examining both direct rivals and broader luxury players that vie for the same affluent clientele. The objective is to provide a clear understanding of the competitive dynamics and strategic positioning of these brands.
Our Ranking Criteria
This analysis evaluated luxury brands competing with Hermès in the ultra-luxury handbag market using a weighted scoring framework. Brands were assessed across five dimensions: resale value retention (30% weight), exclusivity and scarcity (25%), craftsmanship quality (20%), direct competition alignment (15%), and heritage (10%). Data sources included estimated revenues, Rebag’s Clair Report for resale values, and qualitative assessments of brand positioning.
Each brand received composite scores reflecting their performance against Hermès across factors most critical to ultra-luxury handbag buyers.
Top 10 Hermès Handbag Competitors in 2026
Based on the weighted scoring, the competitors are ranked as follows:
| Rank | Competitor | Ranking Score | Resale Value Retention (%) | Craftsmanship Score | Exclusivity Score | Heritage Score | Direct Competition Score |
| 1 | Goyard | 9.47 | 132 | 10 | 10 | 10 | 10 |
| 2 | Chanel | 9.38 | 105 | 9 | 10 | 10 | 10 |
| 3 | Moynat | 8.82 | 70 | 10 | 9 | 10 | 9 |
| 4 | Delvaux | 8.82 | 70 | 10 | 9 | 10 | 9 |
| 5 | Dior | 8.08 | 80 | 8 | 8 | 9 | 9 |
| 6 | Louis Vuitton | 7.95 | 90 | 8 | 7 | 10 | 8 |
| 7 | The Row | 7.64 | 97 | 8 | 8 | 4 | 9 |
| 8 | Bottega Veneta | 7.56 | 85 | 9 | 7 | 7 | 8 |
| 9 | Fendi | 7.32 | 70 | 8 | 7 | 9 | 8 |
| 10 | Prada | 6.82 | 70 | 7 | 6 | 9 | 7 |
1. Goyard
Goyard is one of Hermès’ closest peers in terms of scarcity and discretion, operating with a famously private, low profile business model that avoids e‑commerce and traditional advertising. The house is best known for its hand‑painted chevron “Goyardine” canvas and bespoke trunks, with a tightly controlled network of boutiques in cities like Paris, London, New York, Tokyo, and Hong Kong, which keeps volumes low and perceived exclusivity high. In the 2025 Rebag Clair Report, Goyard is grouped with Hermès at the top of consigner performance, with certain Saint Louis and Saigon styles regularly trading at or above retail on the resale market.
2. Chanel
Chanel is one of the most powerful competitors to Hermès in the investment‑handbag space, driven by icons like the Classic Flap and 2.55 Reissue. Earlier Clair data placed Chanel’s average handbag value retention at around 63% of original retail, significantly above many luxury peers and supported by repeated double‑digit price increases on flagship models between 2019 and 2024. These pricing moves have pushed some Classic Flap sizes above the $10,000 mark at retail in key markets, with strong parallel demand on the secondary market, making Chanel a key alternative for clients who see bags as long‑term assets as well as style statements.
3. Moynat
Moynat is a niche but potent competitor, targeting connoisseurs who value trunk‑making heritage and extreme discretion over logos. Founded in 1849, the brand was revived in the 2010s under the umbrella of Groupe Arnault, with a careful rollout of boutiques in Paris, London, Tokyo, and other major cities. Its signature bags, such as the Réjane and Gabrielle, feature structured silhouettes and minimal branding, aligning closely with Hermès’ quiet‑luxury positioning. While Moynat does not disclose revenue, it operates on a deliberately small scale with limited production runs, which supports scarcity and strong appeal among collectors looking beyond mainstream luxury giants.
4. Delvaux
Delvaux, founded in 1829, is widely recognized as the world’s oldest fine leather goods house and competes head‑on with Hermès on old‑world craftsmanship and heritage. Over the past decade, Delvaux has expanded from a largely Belgian secret into an international brand, growing to roughly 45 boutiques worldwide and increasing revenue by about 11‑fold between 2015 and the early 2020s, according to industry interviews. Its key models , like the Brillant and Tempête , are characterized by highly structured forms, hand‑finished details, and low‑key branding, making Delvaux a favorite among logo‑averse clients and a serious alternative for those who like Hermès’ aesthetic but want more exclusivity than big French maisons.
5. Dior
Dior has re‑emerged as a major player in luxury handbags, with icons such as the Lady Dior, Saddle, and Book Tote driving strong growth in leather goods. While earlier resale data placed Dior’s average value retention in the 40–50% range, successive design refreshes and the resurgence of the Saddle Bag have helped push its performance closer to the mid‑50s as of 2025, narrowing the gap with Chanel and Louis Vuitton. On the primary market, Dior bags frequently sit in the $3,000–$6,000 price band for core leather styles, positioning the brand just under Hermès in price, but closer in perceived fashion relevance and runway visibility for trend‑driven buyers.
6. Louis Vuitton
Louis Vuitton is one of the few brands that can challenge Hermès on a global scale, brand recognition, and depth of leather‑goods heritage. With more than 460 directly operated stores worldwide and annual revenue for its Fashion and Leather Goods division exceeding €20 billion in recent years, Louis Vuitton dominates volume at the top end of the market. On the resale side, Rebag data has historically shown average value retention of around 63% for Louis Vuitton handbags, with limited‑edition Monogram and collaborations often achieving significantly higher ratios , sometimes trading above retail when supply is constrained. This combination of mass awareness, historical trunk heritage, and occasional scarcity makes Louis Vuitton a key competitor for aspirational Hermès clients who want recognisable status pieces with solid resale potential.
7. The Row
The Row has rapidly become one of the most important “quiet luxury” competitors in the ultra‑high‑end handbag space, especially among fashion‑forward, logo‑averse clients. The Row is highlighted as joining Hermès and Goyard in a select group of “unicorn” brands whose bags can resell close to or above retail, driven by tightly controlled supply and minimal branding. Slim shoulder bags, half‑moon silhouettes, and oversized leather totes , often priced in the $3,000–$5,000 range , have become street‑style staples, giving The Row a unique position: contemporary in age, but already performing like a heritage house in resale behavior and client loyalty.
8. Bottega Veneta
Bottega Veneta is a key competitor in the craftsmanship and design‑innovation space, having rebuilt its brand identity around leather artistry and contemporary shapes. Known for its intrecciato weave and logo‑light philosophy, Bottega Veneta saw its average resale value retention jump from around 28% to 38% in a single year after a major creative reset, according to earlier Clair data, reflecting renewed demand for styles like the Cassette, Jodie, and Pouch. Retail pricing typically spans the $2,500–$5,000 range for core leather bags, keeping Bottega Veneta directly in the consideration set for clients comparing high‑craft alternatives to Hermès but with a more fashion‑forward, sculptural aesthetic.
9. Fendi
Fendi combines Roman heritage with a strong archive of It‑bags, competing most directly with Hermès on the power of recognizable yet collectible silhouettes. The Baguette , originally launched in 1997 and revived through anniversary collections and celebrity collaborations , has been a cornerstone of the Y2K resale boom, while the Peekaboo offers a more structured, quietly luxurious option with prices typically starting around $4,000 for leather versions. Resale value retention for Fendi bags has strengthened alongside these revivals; its Baguette’s value retention leaped to 139%, range, and certain limited Baguette editions traded well above that when supply is restricted.
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10. Prada
Prada has leveraged archival revivals and nylon‑leather hybrids to become one of the strongest modern competitors to Hermès among younger luxury buyers. The Re‑Edition line , drawing from early‑2000s shoulder bags , and the continued popularity of Prada’s nylon mini bags have helped resale value retention climb into the 56% to 69% range on some hero styles, a substantial increase from earlier years. At retail, many Prada handbags sit between $2,000 and $4,000, undercutting Hermès on price but offering strong brand recognition and a mix of minimalist and logo‑forward options that appeal to a broader luxury audience.
