Delvaux Opens First West Coast Store at South Coast Plaza

Delvaux was the first to register the patent for a women’s leather handbag in 1908.

Delvaux, one of South Coast Plaza’s newest luxury stores, is a centuries-old leader in high-end goods that for much of its history was known in the U.S. only through its name and leather purses sold in department stores. That changed in 2019 when Delvaux opened its first U.S. flagship in New York City.

Now, the luxury fashion house has made its West Coast debut in Costa Mesa.

Founded in Brussels in 1829, Delvaux bills itself as the oldest fine leather goods house in the world. Its claim to fame occurred in 1908 by registering the very first patent for a women’s leather handbag known as “Le Princesse.” The luxury brand has also served the Royal Court of Belgium as an official purveyor since 1883.

Delvaux opened at South Coast Plaza in December.

“All the brands are here, and the population is very diverse,” Delvaux Chief Executive Jean-Marc Loubier told the Business Journal. “It’s very important to be here because if you succeed, it means you are meaningful in America.”

Loubier bought Delvaux back in 2011 with investment partners when “the company was about to disappear,” he said, following his long career in luxury being No. 2 at Louis Vuitton Malletier and running Celine. Later, Switzerland-based Richemont purchased the brand and appointed Loubier CEO in 2021.

Richemont owns 28 luxury businesses in total including Cartier, Van Cleef & Arpels, Montblanc and Roger Dubuis. Loubier knew the operator would be the best choice to help develop Delvaux.

“We are the eldest luxury bag company. In fact, it means that we are the pioneer,” he said. “Our legacy is in motion. Every day we improve, and we don’t stand still.”

From 10 to Over 60 Stores Worldwide

Over a decade ago when Loubier first took over the brand, there were 10 stores in Belgium which contributed 97% of sales.

“It was not known outside,” he said.

The company began expanding in China, Japan and South Korea, and now Delvaux counts over 60 stores worldwide with around 90% of sales generated from outside its home country.

When entering the U.S. in 2019, Loubier said New York City was “a world address” and a “magnet that every person knows about.”

Looking to California, the executive was seeking something similar.

“I know that OC is a very interesting area with the population, with the socioeconomic [status] surrounding which are very, very strong,” he said.

Delvaux opened at South Coast because it is one of the best malls in America, Loubier said. The plaza is the largest shopping center in Orange County and reports 12-month sales of $2.5 billion.

“We have an outstanding location, but then the store must be outstanding,” he added.
Loubier is also very involved with the design process of each Delvaux boutique.

The CEO aims to make every location different from the other when it comes to physical features, by finding unique, historical pieces of furniture or décor to put inside.

The South Coast Plaza store, for instance, includes a 1960s gold metallic totem room divider that was originally located in a Palm Springs mansion. Loubier found the piece in Paris and decided to bring it to Delvaux’s first store in California.

“The store by itself is very exclusive,” he said during a tour in January. The handbags and accessories go from $150 to $18,000.

“Every element here is one-of-a-kind, which is the level of Delvaux – excellence.”

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