After the opening of the first stores in Nashville (Tennessee) and Durango (Arizona) last year, Hermès planned to open more points at Wilmette near Chicago this summer and Williamsburg (Brooklyn, New York) in September.

Moncler's luxury fashion franchise (Italy) declares most of this year's new store will be located in America. In it, the company is expected to open the largest "fragship" (master and senior) store in the world on Fifth Avenue in New York City half this year.

Along with plans for increasing the sales point, many luxury brands have been promoting advertising in the US this year. Last month, Diora and Gucci performed tour fashion collections in the country. Zegna (Italy) will introduce the 2027 Summer Collection in Los Angeles.

Marcus Morris-Eyton, who manages portfolios at the AllianceBernstein (English), says that the U.S. has risen as an attractive destination due to increased levels of artificial intelligence stock (AI) helping wealthy customers maintain their spending capabilities.

"A senior consumer in the US is showing much better resistance than other areas, especially Europe", Marcus Morris-Eyton, remarked.

  • Chanel's shipment on Fifth Avenue in New York, USA May 23, 2025. Image: Reuters*

According to Bloomberg Billionaires Index, the "new rich by AI" class is appearing at a rapid rate. In the last year, the American startup AI has created another 19 new billionaires, totaling property value of 59,3 billion. They joined the 41st AI billionaire group recorded in 2025.

The rich group by AI became the new hope for luxury in the context of the purchase in the Middle East slowed down, due to the Iran War interrupting tour activity. China - the largest growth force in the last two decades, has not yet escaped a reduction and the effects from the real estate crisis.

Most brands do not release their own sales in the United States, but quarterly reports I indicate that America has significantly greater growth in other areas. Richemont - ownership of Cartier, noted American market sales rise 18%, mark ninth consecutive quarter growth of two digits in this area.

Ralph Lauren and Tapestry - owned Coach, also had business results that exceeded many opponents. Mrs Halide Alagoz, director of product and business Ralph Lauren, said that the core customer of the firm is very loyal and is capable of good resistance. "We have yet to see change in consumer behavior. On the contrary, in times of unrest, the more customers went to the brands they believed in," she said.

The CEO of Tapestry Joanne Crevoserat has an assessment of many of the growth continents in North America due to the attraction of more young customers. Bain consultants claim luxury in the United States and some Asian markets are continuing to grow, in contrast to Europe and the Middle East having difficulty.

According to Savills' report, 2025 marked for the first time North America became the world's leading area of new luxury stores, taking 27% worldwide, crossing Europe (26%) and China (19%). But the total sales here are still significantly lower than super-rich levels, if compared to China.

"Many brands still regard America as the untapped market corresponding to the size of the rich people here," said Todd Siegel, President of the American retail section of Savills.

The wave of open shops not only concentrated in large cities on the East Coast and the West Coast but also spread to states and second-grade cities, where more and more rich people move to live, due to lower tax policies than California or New York.

Angell An (2010)

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