January 2, 2026, marks the beginning of a new pricing landscape for Hermès clientele across Europe, as the luxury house officially rolled out its annual price adjustments for the year. Following established patterns of annual review, the latest increases across the continent range from a modest 1.5% to a more substantial 10%, varying significantly based on the specific handbag model, material, and leather type. This comprehensive update signals Hermès’ ongoing strategy to manage demand, reflect production costs, and maintain the exclusivity of its most coveted items. Industry analysts are closely monitoring the differentials in price hikes, which suggest subtle shifts in the brand’s strategic focus for the coming year.
For enthusiasts of the compact and highly sought-after Kelly silhouette, the start of 2026 brings a notable price ascent. The beloved Mini Kelly 20 in Epsom leather, a perennial favorite, has experienced a significant surge, increasing by 7.4%. This adjustment places its new retail price in the European boutiques at a firm €8,000. Mirroring this trajectory, the Kelly 25, particularly in the durable Togo leather, has seen its price climb by 7.3%, settling at €9,600.
One of the most intriguing aspects of the 2026 structure is the apparent move towards price harmonization between the Kelly Sellier (structured exterior stitching) and Retourne (soft, slouchier stitching) variations. For the Kelly 25, this strategy has been explicitly applied. While the Togo Retourne saw a robust 7.3% hike to reach the €9,600 mark, the Epsom Sellier version only increased by 2.7% to meet the exact same €9,600 price point. This deliberate disparity in percentage increases effectively equalizes the retail cost for these two versions of the K25. Larger formats follow suit, with both the Kelly 28cm and 32cm models, whether in Retourne or Sellier construction, now retailing at €10,100 and €11,100, respectively, indicating a unified pricing tier for these sizes regardless of the specific construction style.
The iconic Birkin line has also absorbed meaningful increases, with several core leather versions experiencing spikes comparable to, or exceeding, those seen in the Kelly line. The Birkin 25 in Togo leather now shares the same €9,600 price tag as its Kelly 25 counterpart, reflecting a 7.3% rise. However, where the increases become more pronounced is in the mid-to-large sizes, suggesting a potential brand emphasis on these slightly roomier formats. The Birkin 30 in Togo has jumped by 8.2%, escalating its price to €10,600. Even more substantial is the increase for the Birkin 35, which rose by 9.4% to a new price of €11,600. This aggressive upward movement in the B35 category raises questions about Hermès’ confidence in the enduring demand for larger, everyday Birkins.
For a clearer overview of the primary quota bag price shifts, the following table details confirmed changes from December 31, 2025, to January 1, 2026, for select Kelly and Birkin styles:
| Style | Leather | December 31, 2025 (€) | January 1, 2026 (€) | % Increase |
|---|---|---|---|---|
| Mini Kelly 20 | Epsom | €7,450 | €8,000 | 7.4% |
| Matte Alligator | €30,000 | €31,700 | 5.7% | |
| Kelly 25 | Togo Retourne | €8,950 | €9,600 | 7.3% |
| Epsom Sellier | €9,350 | €9,600 | 2.7% | |
| Kelly 28 | Togo Retourne | – | €10,100 | – |
| Epsom Sellier | – | €10,100 | – | |
| Kelly 32 | Togo/Epsom Sellier | – | €11,100 | – |
| Kelly Cut | Swift | €6,300 | €6,400 | 1.6% |
| Kelly Pochette | Swift | €5,400 | €5,800 | 7.4% |
| Birkin 25 | Togo | €8,950 | €9,600 | 7.3% |
| Swift | €9,350 | €9,600 | 2.7% | |
| Rock | €21,000 | €22,000 | 4.7% | |
| Birkin 30 | Togo | €9,800 | €10,600 | 8.2% |
| Birkin 35 | Togo | €10,600 | €11,600 | 9.4% |
Beyond the high-demand Birkin and Kelly offerings, Hermès has maintained a more measured, albeit consistent, rate of increase across its broader collection of ready-to-wear and cross-body bags. Most non-quota styles have seen price escalations falling within a tighter spectrum, generally between 2.8% and 7.8%. This suggests a strategy of gradual price normalization rather than shock adjustments for less exclusive items.
Everyday staples received modest adjustments. For instance, the popular Halzan 25 in Clemence leather rose by 3.4%, bringing its new European price to €4,550. The contemporary 24/24 bag saw a 4% increase, now retailing at €7,700. Smaller accessories and less frequently cited styles also saw upticks: the Geta increased by 5% to €5,300, and the Petite Course climbed 5% to €4,150. At the higher end of this secondary tier, styles like the Steeple 28 and the Maximors each saw a 5.5% increase, while the Mini Lindy in Clemence experienced one of the higher jumps in this category at 7.8%.
The price structuring for the Constance bag series also reflects key strategic decisions. The Constance 18 in Epsom leather saw a conservative 2.8% rise, landing at €7,300, while the Box leather version increased by 4.1% to €10,200. Highly exotic materials, such as Matte Alligator for the Constance 18, moved from €28,400 to €30,100 (a difference reflecting a near 6% change, consistent with the Mini Kelly alligator increase).
The evolution of the Constance To Go and Elan models indicates a solidifying of their place in the core collection, though their price tables remain partially incomplete pending finalization across all European markets. Meanwhile, the entry-level Evelyne line maintains very accessible pricing, though specific 2026 figures for the popular 29 and 33 sizes have not yet been universally confirmed, suggesting they might retain their 2025 pricing longer into the quarter or receive minor adjustments not yet reported.
In the realm of smaller leather goods and unique shapes, the Picotin also received standard increases: the Picotin 18 in Clemence moved up 5.8% to €2,750, and the Picotin 22 saw a 5.4% rise to €2,950. The Bolide On Wheels, a practical yet luxurious offering, increased by 5.2% to €14,200. The Mini Lindy, as noted, saw a significant 7.8% jump for the Clemence version to €6,250, highlighting the premium attached to this smaller, versatile shape.
Other notable adjustments across various non-quota offerings include:
- Constance 18 (Box): Rose 4.1% to €10,200.
- Picotin 18 (Clemence): Increased 5.8% to €2,750.
- Mini Lindy (Clemence): Jumped 7.8% to €6,250.
- Halzan 25 (Clemence): Saw a 3.4% rise to €4,550.
- 24/24 (Togo/Swift): Increased 4% to €7,700.
- Geta (Chevre/Evercolor): Both rose 5% to €5,300.
- Maximors (Swift): Increased 5.6% to €5,700.
- Collier d’Attelage (Epsom): Climbed 5.3% to €8,950.
The 2026 European price restructuring by Hermès demonstrates a nuanced approach. While the most coveted Birkins and Kellys have seen increases generally hovering around the 7% to 9% mark—reinforcing their investment-grade status—the brand has strategically applied smaller hikes (2% to 4%) to specific leather and construction combinations (like the Kelly 25 Epsom Sellier) to achieve pricing parity across styles, potentially streamlining the purchase experience for clients balancing the Retourne versus Sellier preference. Furthermore, the elevated increases for larger Birkins (B35 up 9.4%) signal a clear market signal regarding future valuation priorities.
As the year progresses, Hermès will undoubtedly continue to update its global pricing matrix. European consumers planning major acquisitions in 2026 should factor these confirmed figures into their budgets, as the upward trend remains an undeniable constant in the world of Hermès luxury goods. The question remains: will these new price points deter any aspiring collectors, or will they simply further cement the desirability of these newly valued European assets?