MILAN, Nov. 19 (Class Editori) -- Herno enhanced its retail business in China by opening new stores after the ones inaugurated in August 2020. In fact, yesterday the firm opened a pop-up store in Shanghai, inside the Grand Gateway Department Store, and will soon launch a temporary shop in Beijing: "this is a new and rebound area for our company. Chinese customers like our products, which are recording great results," Claudio Marenzi, CEO of Herno, told MFFa few months ago while talking about the Group's expansion plan.
In Shanghai, the already busy GG Station, with its areas dedicated to beauty and luxury, hosted even more people during the party and the inauguration toast with customers, media, influencers, friends and, mainly, with the arrival of actress Chen Ran and of her partner Luu Mark, both dressed in Herno, respectively flaunting cashmere coat with ultralight nylon inserts and a cashmere and silk goose-down padded blazer.
The new store, which will be open till next February 28 on the ground floor of the mall, presents the collection in a framework that has always represented the brand's elements with hooks, leather straps, steel, natural stone and wood girders and the iconic library. The pop-up store in Beijing inside the Shin Kong Place, namely the Department Store attended by the most demanding customers of the Chinese metropolis, will also be open till February 28.
"2023 will be in the spirit of recovery which already started this autumn," as explained by Claudio Marenzi, leader of Herno, that recorded an around 15% lower turnover compared to 2019. "In 2021, results will not reach pre-pandemic levels but will exceed 2020 ones. Retail performance will be very important this winter. The Spring Summer 2022 Collection is getting great feedback".
"On the other hand, Japan and Korea, which are our key markets, are still a bit stagnant," the entrepreneur pointed out. As for buyers, apart from Asia, the rest of the world is starting to move, including America, which is greatly recovering. For Herno, Europe has also rebounded, from the northern area to Germany in the lead, which did very well, with positive results also in Italy and Russia. "In terms of expansion, we will seize opportunities for pop-ups, while possible retail openings will not happen before the second half of 2022," Marenzi continued. "As for the product, we are thinking about consolidating our three macro segments —Herno's elegant and fashion part, Laminar's performance and technical soul and Globe's green focus — to make them more autonomous, for example with specific product integrations, since they have a strong distinct identity now".
Herno, founded by Claudio Marenzi's father, Giuseppe, in Lesa on Lake Maggiore, has experienced strong growth since 2007, when it was taken over by Claudio and when it had a 7-million-euro turnover, only 2 of which were attributable to Herno brand. In 2012 it already reached 33 million, in 2015 70 million, with 68 million coming from Herno brand and 60% of revenues from exports, and in 2019 it reported a 130-million worth record.
This success is due to Marenzi's courage and decision to put the brand back at the center of his strategy, starting from a past in which the company, with its raincoats and cashmere jackets, was among the first to enter the Japanese market, inaugurating a boutique in Osaka as early as 1971. Then, in the 1990s, the Group's remarkable know-how was made available to the major fashion brands. However, according to Marenzi's intuition, Herno could stand on its own two feet and succeeded by betting on four E's: Erno (the river that flows near the company), excellence, ethics and eco-sustainability.
(Source:Class Editori)
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