There’s no doubt that the Louis Vuitton Neverfull is the classic for LV. However, for the last week or so, rumors have been circulating online about it possibly being discontinued. And before you’re asking, no, I couldn’t believe it either. Hence why prior to writing yet another “discontinuation” article, I’ve decided to do my own research (spoiler alert: I also ended up contacting LV).
So, let’s start from the very beginning. Where did the news of the Louis Vuitton Neverfull being discontinued come from in the first place? Well, as always, from the internet. Basically, someone who claims to work for LV has made a post on their Instagram saying that the bag is being discontinued and that if anyone wants to get their hands on one before it’s gone forever (while there’s still some stock available) they need to contact their SA’s, or this particular person asap. And then it went from there – with the Neverfull discontinued? thread started on Purseforum and several popular handbag Youtubers posting “confirmation” videos. Actually, a big shout-out to Haya Glamazon for saying in her video that this is all unconfirmed info. But seriously, why would Louis Vuitton even consider discontinuing one of their most popular bags?
Possible Reasons for LV to Discontinue the Neverfull
1. Too many counterfeits
Well, it turns out there are actually a couple of reasons for why Louis Vuitton might want to phase out the Neverfull. First and probably the most obvious one of them is too many counterfeits. It’s no secret that the Neverfull is one of the most, if not the most, counterfeited Louis Vuitton handbag. And let’s face it, it’s just not a good look for the brand. I mean, if your handbag can be replicated so easily, why to produce it all together?
2. Too many bags on the market
Another issue with the Neverfull is that over the years that it has been around, it has really become too common. Seriously, it does seem like everyone and their mother these days have one (this is especially true for the Neverfull bags in Louis Vuitton’s classic canvas, such as Monogram, or Damier Ebene). I am not saying this is bad. I actually think that the Neverfull is a very practical and versatile handbag – a must-have in every luxury lover’s collection. However, it is not the only tote/shopper style in Louis Vuitton’s line-up. So, perhaps discontinuing the Neverfull is a way for Louis Vuitton to say, hey, we’ve also got other totes! For example, the Onthego, which was released just a couple of years ago, back in 2019. Funny enough, this bag was actually rumored to replace the Neverfull back when it was released. I guess there might have been some truth to this.
3. Louis Vuitton wants to make more leather goods
Furthermore, for quite a few months now, people have been speculating about Louis Vuitton possibly getting rid of their canvas in order to produce more leather goods. And while I personally do believe that Louis Vuitton is never going to fully discontinue its canvas (it’s their heritage after all), I do see the appeal of making it more exclusive. And if that’s the case, starting producing fewer canvas pieces is the way to go.
So, is the Neverfull Really Being Discontinued?
As I’ve said in the beginning of this post, I’ve decided to do my own research before breaking the news of the Neverfull being discontinued. Obviously, I don’t want to be spreading false rumors on here. And especially when in the end this is what this entire breaking news has turned out as – false rumors.
So, as soon as I heard the news of the Louis Vuitton Neverfull being discontinued, I went ahead and checked Louis Vuitton’s website for several countries (namely the Louis Vuitton U.S., Canada, France and UK sites). However, this only made me more confused, as I found that the bag was still very much available for purchase online in both France and UK (pretty much in all sizes and materials), while being sold out almost completely online in the U.S. and Canada. I immediately thought that this was due to the fact that the U.S. and Canada don’t really ever get in as much LV stock as European countries. But nonetheless, to be sure, I went on to contact my Louis Vuitton SA. And guess what? She said I am not the first person that has contacted her this week about the Neverfull being discontinued! I guess the rumors have really spread like wildfire this time.
But nonetheless, she went on to say that the discontinuation rumors circulating online are indeed false. The Neverfull is not being discontinued. It’s just that in order to buy one from now on, you will have to be placed on a waitlist. Basically, she said that right now at LV they are trying to limit the amount of bags produced (in order to be more sustainable and not have unsold stock lying around), while also putting more focus on building long-term customer relationships.
See, here’s the thing. For a lot of the people who buy the Louis Vuitton Neverfull, it is their one and only Louis Vuitton purchase. Basically, they come to the store, buy the bag and then never come back. Louis Vuitton obviously doesn’t want this to happen. Hence why they are implementing this waitlist system which will make you come to the store at least twice (one time to order the bag and the other time to receive it). And not sure what do you think, but I think this is a really smart business move from Louis Vuitton’s side, because every time the person comes to an LV boutique, they get introduced to even more items.
So, here you have it. The Louis Vuitton Neverfull is not being discontinued, but rather moved to pre-order only.