The spectacular rise of bitcoin and its passage beyond the symbolic $100,000 mark are attracting the interest of luxury brands.

Some brands are starting to accept bitcoin and Ethereum payments, paving the way for new customers. These companies see it as an opportunity to expand their customer base by targeting cryptocurrency investors and to retain this new generation of consumers. Brands such as DelVMH style="font-family: "Bookman Old Style”, serif"> or even Gucci and Balenciaga of Kering , had already adopted this trend. But the striking new initiative comes from the luxury department store Printemps, which recently partnered with Binance, the world leader in cryptocurrencies, and the French company Lyzi, which specializes in financial technology. This partnership now allows Printemps customers to pay for their purchases in bitcoin and Ethereum, making the brand the first European department store to offer this option. While the idea of being able to pay for everything in cryptocurrencies is still a distant dream, the spectacular rise of Bitcoin and its passage beyond the symbolic $100,000 mark are arousing the interest of luxury brands