Herno grows in double figures, opens stores in New York and St Petersburg

By

Elena Passeri

Translated by
Nicola Mira

Published
Jun 16, 2017

Italian luxury sportswear label Herno is busy on the international retail scene, with two openings scheduled by the end of the summer, in New York and St Petersburg. In addition, it will renovate the Aoyama store in Tokyo, extending it to 280 m2, twice its current size.

The 180-m2 New York store will be located in SoHo and will showcase all of the label's collections. The St Petersburg store, the first Herno monobrand shop in the city, will be smaller, about 80 m2.

"We are regularly growing at double-digit rates, approximately 12-13% year-on-year, and we expect to exceed the €90 million revenue mark in 2017," said Herno's boss Claudio Marenzi to FashionNetwork . "Our growth is well-balanced across all regions, in Europe, Asia and North America, even though the latter market is growing at a slightly faster clip, since we started to develop it after the others. At any rate, the USA are now worth half of Japan, our single largest market after Italy."

Export sales account for approximately 70% of Herno's revenue. Europe is the label's mains source of income, thanks to Germany, Spain, France and the UK.

"In terms of products, we are working on the second capsule collection for the 'Herno Untitled' project, which we launched last year at Pitti Uomo, with a capsule collection designed by Carlo Volpi. For the second collection, we decided to work with a Milanese designer duo who created a range of overcoats which is very interesting for its deconstructive architecture, and for the way the garments are assembled," said Marenzi. "The Herno Laminar Bike range has also been well received: it features apparel designed specifically for bike-riding in an urban context, for the time being for men alone, though we aren't ruling out producing a women's version the future."