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Austin lands on the luxury fashion map with arrival of $100,000 handbag retailer

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Austin is taking its place on the luxury fashion runway as pristine handbag brand—that can cost more than a house for one bag—becomes a permanent member of the city.


Parisian fashion house Hermès has signed a 7,600 square-foot lease in new multi-use development Music Lane on South Congress to open its first permanent store in Austin as more high profile celebrities and high-earning business executives move to Austin in a major tech-boom, increasing the demand for high-end retailers.

The designer, considered by many to be the pinnacle of status, is best known for its precisely constructed leather handbags and intricately designed scarves. The renowned fashion house has been worn by the likes of Grace Kelly, Jackie Kennedy, Queen Elizabeth, and even the Kardashians.

The Birkin bag is arguably the designer's most popular design, often running anywhere from $9,000 to half a million dollars. With such astronomical prices, and Zillow reporting in December that the median cost of a home in the city is around $450,000, it would be rather easy for someone's shopping haul at Hermes to cost upward the price of a home.

As one of the final tenants to sign a lease in Music Lane, Hermès will join Nike and Alo Yoga, which also recently signed leases as part of the $55 million development's third phase.

In December, Music Lane's developer, Andrew Joblon, told The Wall Street Journal that he saw an escalating need for high-end luxury brands in Austin, where more well-paid executives and celebrities seem to be flocking.

This is not the first time the iconic retailer has made its way to Austin. During South by Southwest in 2019, Hermès opened a pop-up shop on South Congress Avenue where visitors could purchase scarves. And a month later that same year, Robert Chavez, Hermès USA president and CEO, told The Wall Street Journal the company was looking for a space in the city.

With the opening of a new store in Austin, the city is poised to become one of the elite. Hermès has less than 40 other stores in the entire U.S., including in Texas, and only 311 stores worldwide.

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A big announcement from Austonia

Howdy, and happy holidays.

I have some big news for you.

Austonia is now part of 6AM City, a fast-growing network of hyper-local newsletters across the country.

I’m proud to be telling you this, because 6AM City’s mission is very much like Austonia’s — a daily morning update on events, things-to-do and news, with an underlying mission of community building in the cities they serve.

If you’re not already subscribed, 6AM City’s Austin newsletter is called ATXtoday. One of its city editors is Laura Figi, who you’ll remember for her previous great work on Austonia’s newsletter.

I’ve been reading ATXtoday every day since it launched last year.

Starting this week, you’ll receive ATXtoday every morning and I’m confident it will become part of your daily wake up routine. Be sure to add hello@theatxtoday.com to your contact list (how to do that here).

Meantime let me thank you for your readership and support of Austonia, and convey my wishes for a great holiday season for you and those close to you.


Thank you,

Mark Dewey

Austonia CEO

Tito's releases (not so?) ugly sweater line for the holidays, profits to charity

Tito's Handmade Vodka

Show your love for Tito's and for the community this year with a wide selection of not that ugly, uglyish, ugly, uglier, and ugliest holiday sweaters.

There's lots choose from, and plenty of accessories like scarves and socks, plus gear for your dog, too.

All of the items can be purchased online or at the Love, Tito’s Retail Store in Austin, TX. 100% of all net proceeds from online or in-store purchases go to one of the nonprofits we’ve teamed up with.

Click here to see the entire collection in the Tito's store.