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Herno’s New Showroom Seen as Key to Increasing U.S. Sales

NEW YORK – Herno is stepping up its efforts to expand in the U.S. market.
The Italian luxury outerwear brand has opened a permanent showroom on Varick Street in Tribeca to better service its existing customers — which include Neiman Marcus, Barneys New York, Nordstrom and Mitchell — and others seeking a sartorial alternative to the ubiquitous Canada Goose and Moncler puffers.
Herno has had a small presence in the U.S. in the past and had been represented by the M5 Showroom, which is located in the same building. But now Claudio Marenzi, president and chief executive officer, has moved a few floors down and opened a cleanly designed space where the brand can present its full offering of men’s, women’s and children’s coats hanging on hooks similar to how they are displayed in its retail stores.
Herno is sharing the floor with Woolrich. Although the two brands have no professional affiliation, Marenzi said they are friendly competitors with a mutual respect. Both firms had been represented by M5 and wanted to have their own space, so it was a practical decision.
Marenzi said that over the past five years the U.S. has grown to represent a larger chunk of Herno’s business. It now

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Via:: https://wwd.com/menswear-news/mens-sportswear/hernos-new-showroom-seen-as-key-to-increasing-u-s-sales-1203087371/