Herno opens first standalone men's store in Korea at Shinsegae Gangnam

Shinsegae International announced Tuesday that Herno, the Italian luxury brand it distributes in Korea, has opened the label's first standalone men's store in the country at Shinsegae Department Store's Gangnam branch.

Herno is widely regarded as a standard-bearer of the "old money look" and "quiet luxury" trends, which favor premium materials and refined craftsmanship over visible logos.

The brand's popularity has broadened well beyond its signature down outerwear, with cashmere jackets, hybrid jumpers and technical blazers driving rapid growth. Sales last month surged more than 40 percent year-on-year, while men's sales rose nearly 30 percent.

Herno said it established a dedicated standalone space for male customers — moving away from the shop-in-shop format within its women's store — as men have emerged as a key consumer segment in the luxury market.

The store's interior draws inspiration from the natural landscape surrounding Lesa, the northern Italian town where Herno is headquartered. Wood is the dominant material, creating an atmosphere that is at once nature-inspired, understated and refined.

The store leads with Herno's fall-winter 2026 men's collection, weaving together outerwear, knitwear, trousers, denim, tailoring and shirts into a cohesive style proposition.

The season's two main themes are "City Layers" and "Modern Legacy," presenting distinct fabrics, silhouettes and styling across the arc from early autumn through deep winter.

To mark the opening, Herno is running a promotional campaign offering a limited-edition brand gift with purchase.