HERMES to open new store in Bucharest at One Plaza Athénée near the Romanian Athenaeum (June 2025). The real estate development is owned by One United Properties. The heritage building used to be the showroom of IMOD Fashion Institute. Hermes will occupy three floors but there will be limited windows. One United has also ventured into hotels with Mondrian Bucharest to open in 2026 in Bucharest, under a franchise by Accor / Ennismore.
The new opening comes after the relocation of the Louis Vuitton store at Athénée Palace Intercontinental – earlier this month. The new Louis Vuitton store is twice as the previous one at JW Marriott Bucharest Grand Avenue and it includes ready-to-wear too, as well as some home decor items. JW Marriott Bucharest Grand Avenue still houses Valentino and Dolce&Gabbana stores – both operated in franchising.
Hermes Press have not yet responded to our requests. It is unclear whether the new store will be directly operated or with a license partner. Hermes has been actively looking at Bucharest for 7 years, one of the previous properties was on Calea Victoriei within a heritage palace. ZEGNA is also scheduled to re-enter the Bucharest market in Spring 2025, in franchising. Max Mara has been for over 20 decades the best performing and most consistent international luxury brand in Romania – franchising.
Romania continues to have limited potential for luxury goods, especially due to shopping abroad by the wealthy. Although hoped, the new Hermes will not provide shorter waiting lists. Burberry, Zegna, Emporio Armani, Ermanno Scervino and Escada are some of luxury brands which have been shutting down mono-brand stores in the past 4 years.
CPP Luxury Industry Management Consultants LLC has been actively consulting major luxury brands and local / regional investors for the past 17 years in over 23 emerging markets. Hermes was close to opening its store in Kyiv the year before the Russian occupation. Prada‘s plans for a directly operated store in Bucharest has been put on hold.
One Plaza Athénée, Bucharest (Hermes)
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