The Italian brand Herno is best known for its men's outerwear, but women's, knitwear and trousers are among the best sellers.
Claudio Marenzi recognizes that when most people think about his brand, Herno, what immediately springs to mind is menswear and outerwear.
He opened his own business and soon became the chosen outerwear manufacturer for luxury brands including Giorgio Armani, Prada and many others. While it may have caused angst at the time, Marenzi’s strategy worked and Herno has only one remaining customer, which he declined to name, for whom it produces a limited amount of outerwear. The rest of the production is focused on its own product.
It is divided into three spaces: women’s, men’s and a lounge in the rear. The walls of the women’s department are a desert peach-colored Matera stone and there are mirror-lined closets, designed to resemble bookcases, that offer the breadth of the collection. The men’s area is a contrast to the lighter women’s department with its dark Piasentina stone with white veins.
The Madison Avenue store is also designed to better showcase Herno’s product offering to its wholesale customers. “We remain one of the biggest wholesalers with 1,800 customers worldwide — the best shops in the world,” he said. “This store can show our wholesale accounts everything we do.”
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