European luxury brands are accelerating US expansion, opening stores and staging fashion shows to court consumers enriched by the AI and tech boom. According to Savills, North America accounted for around 27% of global luxury store openings in 2025, surpassing Europe’s 26% and China’s 19%. Dior and Gucci staged US cruise shows last month, while Moncler plans its largest global flagship on Fifth Avenue and Hermès has opened stores in Nashville and Scottsdale. Richemont posted 18% Americas sales growth for a ninth consecutive quarter, though analysts caution China remains essential for a full sector recovery.

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