Herno Toasts U.S. Flagship Store Opening

Being able to sell $2,000 cashmere puffers in July in New York is a pretty good indication of success. That’s just what happened when Herno, the luxury Italian outerwear brand, quietly opened the doors to its first U.S. store in SoHo this summer. Drena De Niro  Matteo Prandoni/BFA.com On Thursday night, the company hosted a grand-opening celebration of the boutique on Greene Street hosted by Claudio Marenzi, the son of founder Giuseppe Marenzi, who started the brand in 1948. “It’s going very well,” he said, “and we didn’t advertise it, we just opened the doors. So it makes me very comfortable about the U.S. market.” He said customer reaction to the luxe men’s and women’s coats in the middle of summer “was something I didn’t expect. But it will be very effective for our business everywhere.”  The store, with its minimalist design and merchandising — one of each design of coat is hung from leather hooks with all the sizes out of sight in the stockroom downstairs — is similar to that in the brand’s other flagships around the world including Milan, Rome and Moscow. Herno has some 47 stores worldwide with a large presence in Asia. The evening featured food from Cipriani and music from Paul Sevigny.

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