"Herno" Added To China'S Luxury Down Jacket Market

In addition to Canada goose and monster, a relatively low-key Italian down jacket brand, herno, has become active recently.

Herno recently announced that it will increase investment to accelerate the development of retail and online business.

In the Chinese market, herno has opened new stores in the core business districts of the two major cities, namely Beijing International Trade mall and Shanghai Henglong Plaza.

As early as 2019, herno brand has set its sights on the Asian market. Claudio Marenzi, brand owner, said in January: "there is no doubt that we are still looking at Asia and are considering entering the Chinese market. The US market has grown by more than 20% in the past three years. This proves that we are in the European retail market and will be further successful. ".

Herno was founded in 1948 by Giuseppe Marenzi and his wife, Alessandra Diana, on the banks of Lake majore, Italy.

At that time, Giuseppe was still looking for a new job, even though Giusepe had just finished the war.

To make cotton waterproof, the company uses castor oil, the same substance used to make aviation fuel, and because of Giuseppe's previous experience, he was able to provide the raw materials needed for the business, which helped the company greatly increase production.

Soon after, Giuseppe moved from this job to building his own business. The climate around Lake majoulei is humid and rainy, so we need to make good raincoats.

Herno started from making raincoats, and then gradually expanded its product line to cashmere coats, jackets, suits, dresses and the current popular down coats. At that time, the core competitiveness of herno was to prevent moisture and keep warm.

Herno entered the Japanese market in 1971 and opened its first store in Osaka. The brand is still very popular in Japan.

With the fusion of herno's products and down products, such as the fusion of cashmere products.

Aunt Mei has worn herno on many occasions. This herno coat is a wool coat combined with a down sandwich design. The down half sleeve and exposed neckline are also very unique.

In addition, the representative is its laminar series, which adopts Gore? C-knit ™ New 3-layer Gore-Tex with lining technology.

This kind of clothing is durable, waterproof, breathable and windproof. The lightweight structure provides better comfort for outdoor sports enthusiasts who love hiking, hiking, all alpine skiing, snowboarding and freestyle skiing.

Now, facing the impact of the epidemic, herno and the level group, an Italian e-commerce operation partner, set foot in the e-commerce channel for the first time and launched its own online shopping mall.

This partnership allows consumers to buy herno's men's, women's, children's and laminar products from around the world.

Herno recently opened a new 140 square meter store at 2423 calle XXI Marzo Avenue in Venice. At present, the company has 11 independent direct stores, 12 stores in stores and 63 counters.

In terms of performance, herno recorded a total sales volume of 129.5 million euro in 2019, which is expected to drop by 15% to 20% in 2020 due to the impact of the new crown epidemic.