DeMellier, London - the British handbag brand, launches its Autumn/ Winter 2026 postulation coming pinch caller products, The Brooklyn, a caller family developed from its bestselling New York bag. The style is priced astatine £625 ($835), pinch the Midi Brooklyn astatine £540 ($725), while a caller £540 ($725) New York Crossbody extends different of the brand’s strongest merchandise families (product pictured present is the Brooklyn Black Small Grain)
DeMellier London
Luxury has spent overmuch of the past 5 years putting its prices up. DeMellier London has spent them building a business successful the progressively valuable abstraction near underneath.
The British handbag brand, based successful London, launches its Autumn Winter 2026 postulation coming pinch caller products - The Brooklyn, a caller family developed from its bestselling New York bag. The style is priced astatine £625 ($835), pinch the Midi Brooklyn astatine £540 ($725), while a caller £540 ($725) New York Crossbody extends different of the brand’s strongest merchandise families.
Recent investigation estimates that value increases accounted for much than 80% of luxury-sector maturation during the post-pandemic boom. Yet aft years of increases, the manufacture is uncovering considerably much guidance from aspirational consumers. Further information reported successful 2025 put mean luxury value increases astatine astir 3% successful the first 5 months of the year, the lowest level since 2019.
At the aforesaid time, the value of introduction for galore recognisable practice handbags has moved comfortably into 4 figures, and often respective 1000 dollars.
This has opened up valuable territory for DeMellier and a procreation of businesses including Polène, Strathberry and Toteme: consumers still want design, craftsmanship and the pleasance of buying thing special, but an established luxury logo is nary longer automatically capable to warrant the quality successful price.
DeMellier laminitis Mireia Llusia-Lindh sees that user recalibration first-hand.
“For a agelong time, luxury was associated pinch precocious prices and logos,” she tells me. “Today’s user is incredibly informed and she wants thing more. She still wants exceptional design, materials and craftsmanship, but she besides values value integrity, responsible production, longevity and purpose.”Building On A Bestseller
The highly anticipated latest merchandise for container marque de jour, DeMellier London - DeMellier, London - the British handbag brand, launches its Autumn/ Winter 2026 postulation coming pinch caller products, The Brooklyn, a caller family developed from its bestselling New York bag. The style is priced astatine £625 ($835), pinch the Midi Brooklyn astatine £540 ($725), while a caller £540 ($725) New York Crossbody extends different of the brand’s strongest merchandise families (product pictured present is the Brooklyn Mocha Suede)
DeMellier London
The Brooklyn is simply a useful illustration of really DeMellier is approaching its adjacent stage.
Rather than chasing an wholly caller leader product, the institution has taken the creation connection and user learning from The New York, 1 of its bestselling and astir recognisable bags, and developed different style astir it.
The Brooklyn retains the elongated proportions and architectural feel, adding a fold-over closure, soul zip and longer apical handles. Both sizes are handcrafted successful Italy utilizing leather from Leather Working Group Gold-rated tanneries.
“The New York has go specified an important portion of DeMellier because it really embodies what we effort to execute pinch our designs: it is blase and timeless, but besides incredibly functional and easy to wear,” says Llusia-Lindh.
“With The Brooklyn, we wanted to germinate immoderate of those qualities into a caller family that feels related yet chopped successful its ain right.”
For consumers, functionality is firmly backmost connected the agenda. DeMellier has intelligibly publication that shift: The Brooklyn is deliberately roomy capable for mundane life, while the New York Crossbody adds greater capacity and an adjustable strap.
There is sound business successful stretching a recognisable creation connection alternatively than continually starting again. A successful handbag tin create demand; a successful family tin create repetition customers.
The Space Between High Street And Heritage Luxury
"Our customers person ever been our top ambassadors, and overmuch of our maturation has travel done connection of rima and women discovering the marque done different women whose style they admire.” Explains DeMillier, London CEO - Mireia Llusia-Lindh (Photo by David M. Benett/Dave Benett/Getty Images for Walpole)
Dave Benett/Getty Images for Walpole
DeMellier’s maturation has coincided pinch a broader recalibration of what consumers expect from luxury. The marque is celebrated pinch Royalty and a raft of celebrities, but has besides go a coveted marque for galore shoppers awaiting each of the brand’s merchandise dates.
The institution manufactures successful Europe, uses comparatively restrained branding and says its leathers are sustainably sourced. Through its A Bag, A Life programme, each container sold besides costs vaccines and aesculapian treatments for children.
But value remains an progressively important portion of the equation.
A £625 handbag is unquestionably a luxury purchase. It besides looks alternatively different erstwhile the aforesaid user is being asked to see £3,000, £4,000 aliases considerably much elsewhere.
The spread betwixt precocious thoroughfare and practice luxury has go valuable territory. DeMellier has claimed a increasing stock of it pinch different advantage: visibility without evident branding.
Catherine, Princess of Wales has carried the explanation repeatedly, including its Nano Montreal and Hudson styles, while Beyoncé, Anne Hathaway and different high-profile customers person helped widen its nickname internationally.
Llusia-Lindh says customers themselves person played a important domiciled successful DeMellier’s growth.
“Our customers person ever been our top ambassadors, and overmuch of our maturation has travel done connection of rima and women discovering the marque done different women whose style they admire.”
That “where did you get your bag?” effect has sizeable worth successful a marketplace wherever ubiquity tin yet activity against exclusivity.
DeMellier Moves Onto Sloane Square
DeMellier is stocked by retailers including Selfridges, Harrods, Liberty and Harvey Nichols successful the U.K., alongside Nordstrom and Bloomingdale’s successful the U.S. and world luxury retailers crossed Europe, Asia, Australia and the Middle East.
This autumn, the marque will unfastened its first flagship astatine 35–37 Sloane Square successful London, surrounded by premium manner neighbours specified arsenic Tiffany & Co and Aesop.
It is an important measurement for a business that has built overmuch of its nickname done integer discovery, wholesale and connection of mouth. Its ain shop gives DeMellier power complete a portion of the customer narration antecedently handed to different retailers, while putting it physically alongside businesses charging multiples of its prices.
Lindh says the institution has been deliberately selective arsenic it has expanded.
“Whether that is choosing wholesale partners, entering a caller marketplace aliases opening our first flagship, each determination has to consciousness correct for DeMellier alternatively than simply being an opportunity to go bigger. We opportunity nary a lot!”Maintaining that subject becomes much analyzable pinch scale.
There is different useful measurement of desirability. DeMellier has developed a meaningful resale presence, pinch immoderate styles being offered comparatively adjacent to retail: a New York Midi was precocious listed astatine $535 against an estimated $670 unit price, while a Montreal Midi was $485 against $630.
It plays into a wider user shift. There is still position successful owning an established luxury name, but progressively location is cachet successful being the discoverer, the personification asked, “Where is your container from?”
DeMellier sits neatly betwixt the two: recognisable, helped by immoderate very celebrated women carrying it, but not ubiquitous.
With a first Sloane Square flagship and The Brooklyn extending 1 of its bestselling designs, the marque is entering its adjacent shape of growth. As luxury becomes some much ubiquitous and much expensive, being desirable without being everyplace could beryllium a valuable position to hold.
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