SOUTH KOREA. Italian luxury fashion brand Herno has opened a boutique at Shinsegae Duty Free’s flagship downtown store in Myeong-dong, Seoul.
The opening on 17th November marked Herno’s debut in the duty free channel. The brand is imported and sold in South Korea by Shinsegae International.
Herno, founded by Giuseppe Marnezi and his wife Alessandra Diana in 1948, is renowned for its high-quality materials and innovative technology.
It broke clothing stereotypes by manufacturing products with a mixture of cashmere and silk. The brand’s luxurious and elegant design has generated widespread popularity at home and abroad.
Unlike other high-end brands, Herno has earned renown for not displaying its logo, an approach that has become more popular in line with the ‘quiet luxury’ trend, Shinsegae Duty Free noted.
Herno’s entry into Korean duty free was driven by the country’s emergence as the centre of luxury fashion, combined with surging inbound and outbound travel, the retailer added.
The brand plans to expand its international reach through global tourists, including Koreans, via the duty free channel.
“As the number of foreign tourists and travellers going abroad is increasing rapidly ahead of the end of the year, we expect a good response at Shinsegae Duty Free’s Myeong-dong branch,” said a Shinsegae International representative.
Herno is offering a variety of products at Shinsegae Duty Free this winter. These include an array of padded products made of glossy material, available in various colours and featuring an elegant and voluminous design. These are made of goose-down and nylon material to provide lightness and warmth.
The brand has also introduced padded products using premium materials such as cashmere silk. The brand’s soft texture and luxurious colours make it appropriate for a business look whiles its daily practicality is enhanced by its waterproof quality, Shinsegae Duty Free commented.
The store also features Herno’s Laminar collection, the brand’s representative functional line. ✈
