Because they have very well-established relationships with suppliers, they are open to producing slightly smaller or larger quantities, as it is treated as a partnership.
That same long-term thinking extends to their service: the brand offers free repairs for the first year and lifetime repairs after that, with the cost depending on the specific repair. “I always say I want everything to feel luxurious except the price point—the design, the quality, the product, the packaging, the experience, and the customer service,” says Llusia-Lindh.
That balance will be tested as the company grows. Geopolitical uncertainty, tariffs, and wavering consumer confidence are the chief concerns. Yet, the same pressures creating volatility for larger brands are fueling interest in alternatives, and DeMellier is betting on that. “We want to be a positive force in the industry and make sure our values resonate,” says Llusia-Lindh. “It’s not just about selling pretty bags, but about doing it with integrity.”
This article has been updated to reflect DeMellier’s rebrand from Milli Millu in 2017. (February 18, 2026)
Frequently Asked Questions
FAQs How DeMellier Appeals to Luxury Shoppers on a Budget
BeginnerLevel Questions
1 What is DeMellier and why is it considered a luxury brand
DeMellier is a contemporary accessories brand primarily known for its highquality handbags Its considered a luxury brand because it uses premium materials features elegant timeless designs and emphasizes craftsmanship but it operates in the accessible luxury or affordable luxury segment
2 What does luxury on a budget even mean
It means getting the key hallmarks of luxuryexcellent design quality materials and sophisticated styleat a price point that is significantly lower than traditional highend designers Youre investing in a piece that feels special and wellmade without the extreme price tag
3 How much do DeMellier bags actually cost
Prices typically range from about 250 to 595 This positions them well below classic luxury brands but above fastfashion or midmarket brands
4 What makes DeMellier different from a regular highstreet store bag
The difference is in the details fullgrain or nappa leather sturdy hardware careful stitching and designedinLondon aesthetics They focus on creating future classics rather than trendy disposable items offering much better longevity and perceived value
Advanced Practical Questions
5 Whats the main strategy DeMellier uses to keep prices accessible
They use a directtoconsumer model By selling primarily through their own website they cut out the wholesale markup from department stores allowing them to offer higherquality materials at a lower final price
6 Is the quality really comparable to more expensive brands
While not identical to a 5000 handbag the quality is excellent for the price The leathers are supple and durable and construction is solid For many shoppers the pricetoquality ratio is its strongest appealyou get a significant step up in quality without a massive leap in cost
7 Are there any hidden downsides to this affordable luxury model
Potential downsides include less brand recognitionresale value than heritage houses limited physical retail presence so you cant try before you