Hermès CEO Axel Dumas said he was ‘irritated’ by the ‘Walmart Birkin’, adding that the French luxury brand takes counterfeiting ‘very seriously.’
Dumas, 55, who was appointed CEO alongside Patrick Thomas in 2012, expressed his views on the retailer’s $78 versions of handbags during a corporate earnings call on Friday. The handbags in question typically start at around $13,000.
Walmart’s versions, also referred to as ‘Wirkins’ and ‘Walmès bags,’ are leather purses that bear a striking resemblance to a Birkin but come at a much more affordable price point and are more accessible to consumers.
Although sales in 2024 rose 15 percent, topping $16 billion, Dumas expressed his frustration with Walmart ‘copying our creativity.’
Dumas did not mince words when he stated, ‘It’s hard to say what to think about this because there’s a grey area. Of course, I was mad. Because copying our I.P., copying our creativity is pretty much detestable—it’s stealing someone else’s work,’ articulating his strong stance against such practices.
Despite having no comment on Walmart’s version of the handbag initially, Dumas admitted: ‘It’s difficult to know what, exactly, to think about it apart from the fact that it irritated me — annoyed me.’
‘Making a copy like this is quite detestable – it’s stealing the creative ideas of others,’ he added.
The coveted handbag – named after British film star, style icon and singer, Jane Birkin – takes a minimum of 18 hours for a single craftsperson to make and is only available to buy from its illustrious French manufacturer via invite from a sales associate.
Hermès CEO Axel Dumas (pictured in 2022) said he was ‘irritated’ about Walmart selling its own version of the French luxury brand’s most coveted handbag – the Birkin
Walmart ‘s version, also known as a ‘Wirkins’ and ‘Walmès bags’ are leather purses that look strikingly similar to a Birkin, but are much more affordable and easier to obtain
Walmart started selling its version of a Birkin in December. Popularity surrounding the cheap find started to erupt, sparking a lot of talk on TikTok.
The duplicate bag quickly sold out and was offered in a range of colors, including olive, black, orange, elephant gray, emerald green and ivory white.
While sharing his feelings about the ‘dupe’, Dumas also noted the ‘ambiguity’ that surrounds copycat products.
‘People know the difference in quality, no one thinks they are getting a real Hermès bag,’ he explained, adding that Walmart’s decision to recreate the handbag is kind of a ‘compliment’ that he doesn’t believe was ‘done with malice.’
Dumas added that it was ‘quite touching’ to see that those who purchased the Walmart handbag dreamed of owning a real Birkin one day.
Soon after the cheap alternative created a frenzy online, Walmart made a drastic decision to stop selling them.
Instead, the retail giant announced a partnership with a luxury second-hand handbag supplier, Rebag’s, which sells the real Birkin bag.
Now, Rebag’s offerings are available on Walmart Marketplace, an area of the website for third-party sellers that resembles how Amazon sells goods.
The coveted handbag starts at $13,000 and is only available to buy from its illustrious French manufacturer via invite. (Pictured: File photo)
Soon after the cheap alternative made a frenzy online, Walmart made a drastic decision to stop selling the dupes (pictured). Instead, the retail giant announced a partnership with a luxury second-hand handbag supplier, which sells the real Birkin bag
Walmart customers have access to thousands of vintage or high-end designer handbags, as well as watches and other accessories.
Other than Hermès, Rebag features bags from Louis Vuitton, Chanel and Gucci.
Birkin bags are widely regarded as symbols of status and wealth, with prices starting around $13,000 and ultra-limited editions fetching up to $400,000.
Known for their investment potential, these bags have appreciated in value by 500 percent over the last 35 years, outperforming both the S&P 500 and gold, according to Forbes.
Real Birkin bags are made of materials like crocodile and alligator skins, as well as luxe leathers with fancy names like Tadelakt and Monsieur Grainee.
But to make the pricey purses, it costs Hermès just about $1,000, analysts previously told The Wall Street Journal.
Dedicated shoppers have to go out of their way to snag the purses, which are made in a limited supply, and normally only offered to clients who have an extensive purchasing history with the brand.
In exchange for creating the now famed purse, Jane Birkin (pictured in 2010), who died in July 2023, received a royalty from Hermès every year
Insiders told the Journal that Hermès shoppers must splurge $10,000 on other goods like shoes and scarves before they’re invited to purchase a basic model.
To be considered for a more rare, limited edition purse, Hermès regulars must spend around $200,000 on other items in-store, it is claimed.
Even when the coveted offer is made, shoppers are often shown a single bag they’ve been invited to buy and are not allowed to specify its color.
‘Each piece is crafted by hand in Pantin, France, at the Hermès atelier, by one expert craftsperson,’ Rachel Koffsky, who is the international head of handbags & accessories at Christie’s, previously told DailyMail.com.
Other than the unique construction and hefty price tag of the bag, it also has a great back story attached to it.
Koffsky explained that the bag was designed after a ‘fortuitous meeting’ took place in 1983 with Jane Birkin.
Rapper Cardi B is seen posing with her wall of Hermès Birkin bags
She became frustrated that she couldn’t find the perfect-sized handbag, so she and Jean-Louis Dumas, the chief executive of Hermès at the time, sat down on a flight to London and sketched out the desired bag.
In exchange for creating the now famed purse, Birkin, who died in July 2023, received a royalty from Hermès every year.
‘It’s a great narrative,’ David Dubois, an associate professor of marketing at the business school Insead told WSJ.
For many fashion aficionados, these iconic accessories are an ultimate status symbol reserved only for celebrities, socialites and the ultra-wealthy.
Some of Hollywood’s most elite actors, singers and models, including Kim Kardashian, Jennifer Lopez, and Cardi B have been spotted with a Birkin bag in hand.
Kim, a Birkin mega-fan is said to have a collection of bags worth up to $500,000.
