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AI Investment Gains Drive Luxury Brands’ Expansion Across the U.S.

Prime Highlights

  • Luxury brands are expanding stores and events across the US.
  • Wealthy American consumers are supporting luxury sector growth.

Key Facts

  • North America led global luxury store openings in 2025.
  • Moncler and Hermes are among brands expanding in the US.

Background

Luxury brands worldwide have increased their presence in the US market due to the high level of spending among rich people, thus making up for poor sales in China, Europe, and parts of the Middle East. Companies are opening more stores, hosting fashion events and expanding into new cities to capture a growing share of affluent American shoppers.

The shift comes as the luxury sector faces challenges in several key markets. China continues to deal with weak consumer sentiment and the effects of a prolonged property downturn, while reduced travel activity linked to regional tensions has affected luxury spending in parts of the Middle East and Europe.

Industry experts said wealthy American consumers have remained more resilient than buyers in many other regions. Strong wage growth and gains from technology and AI-related investments have supported spending among high-income households, making the US an increasingly important market for luxury brands.

Several major fashion houses have already increased their presence in the country. The luxury brands comprising LVMH, Gucci, and Moncler have extended their retail presence in America and displayed their collections there. For instance, Moncler has opened one of its shops in Aspen, and it is planning to open others, including one in New York. Even Hermes is expanding through opening shops in various non-traditional luxury cities.

According to research, North America was responsible for approximately 27% of all new luxury shops globally in 2025, overtaking Europe and China in numbers. This was because of the observation that the US had relatively few luxury stores compared to the number of rich people, giving it space for more stores.

Experts described the luxury market as a dual-speed place, like the USA and some parts of Asia, which were really picking up speed, while other regions had more sluggish consumer demand.