Herno opens first US store in New York

Italian urban outerwear label Herno has set foot for the first time in the USA. The label, which started by producing men's and women's raincoats and later diversified into jackets and suits, has opened a 160 m2 store in SoHo, New York. The store has a homely feel to it, furnished with bookshelves and decorated with pictures and employee portraits, while videos and curated music add an extra vibe to the ambience. 

The Herno store in SoHo, New York

The interiors feature stone, wood, fabric and leather finishings, as well as Herno's trademark steel hooks. The slate walls are upholstered in flannel, with large canvases, also made of backlit flannel strips, looking like modern works of art. The interiors are punctuated by natural elements: burn marks in the minimalist fireplace, small potted plants in the library area and a fountain at the entrance, all of them connecting visitors with the atmosphere of Herno's birthplace.

The collections showcased in-store (men's, women's and kids', and the Laminar collection) are proof of how the company is evolving, trying to make its mark in the luxury segment. The decision to simply hang the clothes on hooks, without suggesting outfits or combinations and no hint of fashion dictates, is designed to leave consumers free to create their own style. 

Exterior of the Herno store in SoHo, New York

Herno S.p.A. was founded in 1948 in northern Italy, where its headquarters are still located. Its current President and CEO, Claudio Marenzi, is one of the three children of founder Giuseppe Marenzi. In the last two years, the company grew at an exponential rate, nearly doubling its revenue. The forecast for 2017 is to top the €90 million mark, 70% of which will be generated outside Italy.

Translated by Nicola Mira

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