Urban outerwear brand Herno opens store on London's Old Bond Street
today Nov 13, 2019
Italian luxury outerwear brand Herno, founded over 70 years ago, has opened a 300 m2-plus flagship store on four levels at 31 Old Bond Street in the heart of London, inside an elegant Art Nouveau building.
The store’s ground floor features a green vertical panel with the brand’s logo, and a huge crystal table in the middle of the retail area. As is traditional for Herno, the garments hang from hooks tied with leather straps to steel beams.
The ground floor showcases the signature items from Herno's men’s and women's collections, while the first floor, with the beechwood bookshelves always featured in Herno stores, is home to the entire womenswear range and the Herno Kids line.
The menswear collection is displayed in the next floor up, while the black-tinted top floor is home to the Laminar activewear line introduced in 2012 in collaboration with Gore, together with the men’s Sartorial Engineering line and the Couture Engineering line for women, whose garments are secured to beams with mountaineering-style cables and carabiners.
Herno was founded in 1948 and has been led since 2005 by Claudio Marenzi, son of the founder. It employs approximately 200 people at its headquarters in Lesa, northern Italy, while another 800 work with manufacturing sub-contractors in Sicily.
In 2018, Herno generated a revenue of €111.3 million, up 15% over 2017, and is forecasting double-digit growth for this year too. Womenswear accounts for nearly 70% of total revenue, menswear for 25% and the Kids’ line for 5%. Italy generates 25% of the brand’s global revenue; Japan is the leading foreign market with a 17% share, followed by the USA with 15%, while Germany is the top-selling country in the rest of Europe.
Herno currently operates 11 monobrand stores worldwide, of which three in Italy (Milan, Rome and Forte dei Marmi), two in France (Paris and Cannes) and the others in London, New York, Tokyo, St Petersburg, Seoul and Sylt, Germany. It also operates 52 concessions and 27 shop-in-shops worldwide.
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