Vivrelle launches Privée luxury rental programme for Hermès bags and jewellery

10 articles · Updated · The Wall Street Journal · Apr 30

The invite-only add-on costs $800 a month on top of memberships from $139 and initially offers about 500 Hermès Birkin, Kelly and Constance bags.
Vivrelle says the service widens access to items often restricted by boutique relationships, long waits and resale premiums, while also including jewellery from Cartier, Van Cleef & Arpels and Bvlgari.
The company says demand has exceeded expectations and it is on track to top $120m in annual recurring revenue this year, as some consumers favour renting luxury goods over buying outright.

As rental services unlock the Hermès vault, can the brand's legendary scarcity model survive the new era of on-demand access?

Is spending $10,000 a year to rent a Birkin a savvy move, or a poor substitute for owning an appreciating asset?