When Mireia Llusia-Lindh founded DeMellier in 2010, her goal was not to disrupt the luxury handbag market but to bring balance to it. With a background in consulting and a degree from Harvard Business School, she noticed a growing disparity between price and value in the industry. Determined to create a brand that was both luxurious and accessible, DeMellier was born. Fast forward fifteen years, and the brand is experiencing rapid growth, with plans to open its first flagship store in London’s prestigious Sloane Square later this year.
DeMellier saw a sales increase of over 60% last year and is aiming for a further 50% growth in 2026. The brand offers a range of handbags, from £265 for a stylish basket bag to £625 for a chic croc-effect tote. Celebrities like Catherine, Princess of Wales, Emily Ratajkowski, and Beyoncé have been spotted carrying DeMellier bags, adding to the brand’s popularity.
Founder and director Mireia Llusia-Lindh believes that today’s luxury consumer is more discerning than ever. “New luxury, to me, is about values and integrity, and that also extends to pricing,” she explains from the brand’s studio in West London. This ethos has resonated with customers, as DeMellier’s growth mirrors a larger trend in the luxury market. As top brands increase prices and remove entry-level options, accessible luxury brands like DeMellier are gaining traction.
According to research from Bain & Company, the accessible luxury segment outperformed the wider luxury market in 2025, with 50% of brands in this category experiencing growth. Naomi Smart, commerce director at British Vogue, notes that DeMellier is one of the platform’s “new growth brands.” The brand’s sleek designs and reasonable price points have made it a favorite among professional women looking for quality handbags.
DeMellier caters to a diverse customer base, with ages ranging from 18 to 65. The core demographic is women aged 35 to 55, who are well-educated, well-traveled, and appreciate niche brands over logos. Many customers are luxury shoppers looking for more affordable options, while others are saving up for their first investment piece. Sales are split primarily between the UK, US, and Europe, with growing interest in the Middle East, Japan, and South Korea.
Despite lacking a traditional design background, Llusia-Lindh has successfully built DeMellier without following the typical luxury playbook. Having worked in business strategy and consulting before starting the brand, she saw an opportunity to offer high-quality handbags at a more reasonable price point. Her unique perspective and commitment to accessible luxury have set DeMellier apart in a competitive market.
