2 Californians are suing Hermès, saying they couldn't buy Birkin bags even after one of them spent tens of thousands of dollars on the brand

Two people from California are suing Hermès, alleging that they were unable to purchase the coveted Birkin bags despite one plaintiff spending significant amounts on other items from the brand.

Birkin bags have symbolized wealth for decades, with their scarcity contributing to their allure. Buyers often believe they must first invest in other luxury products from Hermès to be considered for a Birkin purchase, which can start at $10,000 and go much higher.

The lawsuit was filed in the Northern District of California on a Tuesday, accusing Hermès of unfairly requiring customers to purchase other goods before allowing them to buy a Birkin bag. This suit calls attention to a practice common in luxury retail, where exclusivity is maintained through established customer relationships.

Hermès has yet to comment or file a legal response to the complaint, as inquiries from Business Insider went unanswered outside of standard business hours.

Plaintiff Tina Cavalleri claimed she spent a substantial amount with Hermès before being implicitly told to buy more when she sought another Birkin. Mark Glinoga, another plaintiff, also alleges he was repeatedly told to purchase other items when attempting to buy a Birkin. Glinoga has a history of participating in class-action suits, having previously sued companies like Uber, T-Mobile, and Robinhood.

The plaintiffs' attorneys did not provide additional comments regarding Cavalleri's past purchases, including how many Birkin bags she owns, nor did they discuss Glinoga's buying history with Hermès.

Hermès isn't unique in its approach; luxury brands often sell exclusive items to customers with established loyalty, such as Rolex or custom Porsche 911s. These practices are part of a broader strategy to appeal to luxury consumers, creating intense demand for items that are challenging to acquire, as explained by Nicole Pollard Bayme from the luxury styling firm Lalaluxe.