Italian luxury label Herno has expanded its reach into South Korea through a strategic partnership with Shinsegae International, marking its debut in the realm of duty-free shopping. Situated on the ninth floor of the Shinsegae Duty Free Myeongdong branch, the store unveils its latest winter collection featuring an array of colours and materials, predominantly cashmere, silk, goose down, and nylon.
A spokesperson from Shinsegae International highlighted the surging demand for premium padding, underscoring the growing awareness among consumers of the longevity of high-quality products, despite their higher cost. Anticipating an enthusiastic response, especially with the number of outbound travelers and tourists in the country, the collaboration aims for a favorable reception at the Shinsegae Duty Free Myeongdong branch.
Established in 1948 by Giuseppe Marnezi, Herno distinguishes itself by eschewing visible branding—a choice aligned with the understated luxury trend. The decision to venture into duty-free retail aligns with South Korea’s ascent as a hub for luxury fashion, the influx of international tourists, and the notable rise in Koreans traveling abroad. Alongside its substantial European retail footprint, the brand maintains physical stores in Japan, China, Ukraine, Russia, and the USA.
