"Quiet Luxury" HERNO Opens First Standalone Men's Store at Shinsegae Gangnam in Korea

Total Sales Up 40% and Men's Sales Up 30% in September

Expanding Touchpoints with Male Shoppers


Showcasing Outerwear, Tailoring, and Knitwear

Strengthening the "Quiet Luxury" Image

HERNO, the Italian luxury brand imported and distributed by Shinsegae International, has opened its first standalone men's store in Korea as it sets out to target the men's luxury market.

Shinsegae International announced on October 6, 2026 that HERNO opened a dedicated men's store on the 6th floor of Shinsegae Department Store's Gangnam branch earlier this month. The brand aims to attract male customers who have recently emerged as a key consumer base by showcasing a diverse men's collection, highlighting HERNO’s tailoring and premium functional materials.

HERNO is recognized as a representative brand of the “old money look” and “quiet luxury” trends, focusing on refined finishing and quality materials rather than flashy logos. The brand has been expanding beyond its traditional padded outerwear to include cashmere jackets, hybrid jumpers, and technical blazers, maintaining strong growth. In September 2026, HERNO’s total sales increased over 40% compared to the same period last year, with men’s sales up by approximately 30%.

This newly opened store is Korea’s first standalone store for men, reflecting the recent trend of male consumers preferring independent shopping spaces over shop-in-shop formats within women’s stores. Inspired by the natural surroundings of Lesa in northern Italy, where HERNO’s headquarters are located, the store is designed with wood materials to evoke a calm and sophisticated ambiance.

The store features the Fall/Winter 2026 men’s collection. Customers can find a wide range of products in one space, including outerwear—the brand’s key offering—along with knitwear, pants, denim, tailored garments, and shirts.

This season’s collection is centered around “City Layers” and “Modern Legacy.” City Layers offers a balance between formal and casual through lightweight materials and flexible silhouettes, while Modern Legacy expresses understated luxury with restrained designs and premium materials.

To celebrate the opening of its first standalone men’s store, HERNO is offering a limited-edition brand gift to purchasing customers.

A HERNO representative at Shinsegae International commented, “It is significant to unveil our first standalone men’s store at Shinsegae Gangnam, the heart of Korea’s luxury market,” adding, “We will further strengthen our presence in the domestic menswear market through HERNO’s exclusive luxury collection.”

This content was produced with the assistance of AI translation services.