Hermès’ Updated Shopping Rules for 2025

Shopping at Hermès is always changing. Are you ready for the latest rules?

New Shopping Rules at Hermès: What to Expect in 2025

Overheard at Hermès Madison Avenue: "You can’t buy any more Mini Kelly bags right now. Your account is too Mini Kelly heavy."

This isn’t a shopping nightmare—it’s the reality of Hermès’ evolving policies. Over the past few months, new restrictions have surfaced, limiting purchases and reshaping the customer experience. While some clients see these rules as a way to streamline expectations, others find them frustrating, especially after years of playing by different guidelines.

These changes stem from Hermès' ongoing corporate consolidation. For years, a handful of boutiques operated privately, allowing more flexibility in client purchases. Now, with most locations under corporate control, uniform policies are easier to enforce. While this means more consistency, it also introduces tighter purchase restrictions, particularly for high-demand pieces.

While some of these rules are still in flux and may vary by location or client, one thing is certain—shopping at Hermès is changing. If you're looking to secure your next coveted piece, understanding these shifts is more important than ever.

New Hermès Shopping Rules: What You Need to Know

If you’ve been dreaming of collecting a Birkin in every color, you might want to rethink your strategy. Hermès is tightening its policies, and new restrictions are already in effect.

Confirmed New Rules:

🔸 Limited Repeats: Clients can no longer purchase the same bag style repeatedly. The exact limit remains unclear, but expect your SA to steer you toward different designs.

🔸 Expanded Quota Bags: The two-per-year rule now extends beyond Birkins and classic Kellys to include variations like the Kelly Pochette, Elan, Danse, and the Constance.

🔸 One Account Per Client: Clients must now consolidate multiple shopping accounts under a single profile, eliminating the loophole of using separate personal and household accounts.

🔸 Restricted Joint Accounts: If a household account is chosen, purchases must be made in-store, and quota bags will not be offered.

🔸 One Shipping Address: Each client account is now tied to a single mailing address for all shipments.

Potential Future Rules:

🔸 Global Quota System: The two-bag-per-year limit may soon be strictly enforced worldwide, but for now, some buyers are still securing more than their quota.

🔸 Special Orders for New Clients: Hermès may start prioritizing first-time Special Order (SO) clients, limiting access for those who have placed multiple SOs before.

As with all things Hermès, expect ongoing changes. Stay ahead by adapting to the new shopping landscape.

Special Orders in 2025? Don’t Count on It.

A special order might not be on your radar for 2025—but never say never. I felt the same way until that fall, when Hermès unveiled a new SO color list, featuring Rose Sakura for the first time. My trusted SA immediately declared it a Special Order Emergency and insisted I come in to place my request. Naturally, I did.

By December 2022, my Rose Sakura SO had arrived, and by October 2023, I was offered another SO slot. This suggests that rather than a strict rule, SO availability depends on the SA-client relationship and the brand’s discretion.

With demand for Hermès bags still outpacing supply, SO slots are becoming even rarer. It’s no surprise that Hermès wants to offer these coveted opportunities to newer clients when possible.

Not a Rule, but a Practical Change

Some recent shifts at Hermès aren’t official rules but rather operational tweaks that streamline the shopping experience for clients, SAs, and corporate alike.

Not a Rule: Reserve Lists Are Everywhere

Lately, there’s been chatter about Hermès utilizing reserve lists for nearly everything that isn’t in stock. But let’s be honest—this has always been part of the Hermès playbook.

Years ago, I desperately wanted a Collier de Chien bracelet in Noir with Gold Hardware. The then-new Madison Avenue boutique had plenty of fun colors—Vert Anis, Bordeaux—but no black. So, I was added to a list. To this day, I suspect I’m still on that list.

Reserve lists aren’t a bad thing. They offer a structured way to request items without resorting to luck or constantly pestering your SA. With Hermès’ growing client base and increased visibility of seasonal offerings, these lists are being used more effectively.

Case in point: In October, I was eyeing the new Jaimy Boots, but my boutique didn’t have my size. My SA added me to the list, and by early December, I had my boots—no deposit required, no obligation to buy.

Not a Rule: Appointments

At Hermès, appointments aren’t mandatory. You can walk into nearly any boutique worldwide and be assisted by an available SA.

However, making an appointment can be a strategic move. It guarantees you a dedicated time slot (usually an hour) with your SA’s full attention. Plus, you can flag specific items in advance, increasing the likelihood that they’ll be available when you arrive.

In an ever-changing retail landscape, flexibility is key—whether it’s adapting to new rules or navigating unwritten ones.

Want to Score Your Holy Grail? Book an Appointment.

While appointments aren’t required, they’re a smart move for both courtesy and convenience. Booking ahead guarantees you a dedicated time slot (usually an hour) with your SA’s full attention. Walk in unannounced, and they may be tied up with other clients.

An appointment also allows you to flag specific items in advance, increasing the chances they’ll be available when you arrive. A little planning could make all the difference in securing that dream bag.

Heard any other new Hermès rules? Drop them in the comments!