Herno, the Italian luxury outerwear brand distributed all over the world that has just turned 70, opens its doors in London
As usual, Herno chooses a privileged location: the prestigious Old Bond Street, formerly known for its art galleries and now home to the most renowned luxury brands. In an elegant Art Nouveau building, the new flaghship store occupies an area of 300 square meters on four levels. Inside all the brand’s identifying elements are perfectly integrated with the aesthetics of the building in a harmonious synthesis, as the company philosophy wants.
Upon entering we immediately find the vertical green wall and in the center an imposing crystal table with images of the Erno river that once again underline the strong bond with the territory where the company is based. The collections are traditionally displayed on the exclusive steel beam accompanied by the symbolic metal hook with leather straps. On the ground floor the highlights of the Herno collections for both men and women. On the first floor we find the remaining part of the women’s collection. Here the beech bookcase masters, symbolic guardian of the brand’s history and present in all Herno spaces. The fireplace and armchairs complete the concept of the living area. An arch in boiserie divides into two areas. In the remaining part of the plan the Herno KIDS collection.
On the second floor, the men’s collection and then, via a flight of stairs, to the top floor. Here the space is tinged with black and the walls alternate with aged wooden shutters that recall the artisan allure – you enter the world of LAMINAR: Sartorial Engineering for men and Couture Engineering for women. The beams, also with carbon fiber motifs, recall technology and the collections are hung with ropes and hooks of Alpine origin. In a small niche we find an avant-garde suspended bookcase, composed of cables and steel shelves, where the accessories of the collection are displayed. The new opening in the city of London represents a further evolution of the brand and an important success in retail development.
Herno SPA – Founded in 1948 in Lesa on the mouth of the river of the same name that soon enters Lake Maggiore, Herno has for 70 years been one of the excellences of Made in Italy with a history of continuous evolution: from the immediate raincoats of the immediate After World War II, to the production on behalf of the high fashion brands in the 80s and 90s, to the largest current collection, today Herno is recognized by the fashion world as a synonym of urban outerwear. Since 2005, it is the second generation guide by Claudio Marenzi that marks the turning point towards international growth with a work to enhance the family brand through constant investments in research, technology, eco-sustainability projects as the only study, and relative production, of the first PEF certified garment in Europe Everything always combined with a correct dose of sartorial tradition. With almost 70% of revenues from foreign markets, a turnover of 111.3 million euros, a profitability of around 15.3%, 200 jobs at the Lesa site, an induced 800 jobs in the detached production in Sicily in which the double cashmere are made, Claudio Marenzi, former President of SMI, current president of Confindustria Moda and Pitti Immagine, working with incessant determination on the renewal of production processes, has led Herno to be a pioneer in the introduction of increasingly performing fabrics while remaining a company that continues to honor the extraordinary textile resources Made in Italy and to bring together tradition and innovation.