Herno opens first men’s-only store in Korea at Shinsegae Gangnam
Version 2: A third outlet, Maeil Business, added September sales figures — total sales up more than 40% year on year and men’s sales up nearly 30% — plus details of the store’s interior and the season’s collection themes; the core opening facts were unchanged.
In short
Shinsegae International said Italian luxury brand Herno opened its first men’s-only store in Korea early this month, on the sixth floor of Shinsegae Department Store’s Gangnam branch in Seoul. The store carries the 2026 fall/winter men’s collection, including outerwear, knitwear, pants, denim, tailoring and shirts, and is giving a limited brand gift to buyers. Maeil Business reported Herno’s overall September sales rose more than 40% year on year, with men’s sales up nearly 30%.
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Shinsegae International said Italian luxury brand Herno opened its first men’s-only store in Korea early this month on the sixth floor of Shinsegae Department Store’s Gangnam branch in Seoul. Shinsegae International imports and sells Herno in Korea, according to Asia Economy, Yonhap and Maeil Business. [ 1 , 2 , 3 ]
The store is a standalone space for male customers, moving away from the shop-in-shop format inside the existing women’s store, Maeil Business reported. Yonhap said the interior is inspired by nature in the Lessa area of northern Italy, where Herno’s headquarters is located, and Maeil Business said wood is the main material and a new interior manual was applied for the men’s store. [ 2 , 3 ]
Yonhap and Maeil Business both said the store centres on Herno’s 2026 fall/winter men’s collection, offering outerwear, knitwear, pants, denim, tailoring and shirts. Maeil Business said the season is built around two lines: “City Layers”, for layering from early autumn to winter in light materials and flexible structures that work between business and casual wear, and “Modern Legacy”, combining check patterns and warm colours in soft-silhouette pants, outerwear and knitwear. [ 2 , 3 ]
Maeil Business reported that Herno’s total September sales rose more than 40% from a year earlier and that men’s sales rose nearly 30%, with male demand widening from padding to cashmere jackets, hybrid jumpers and technical blazers. No other document in the coverage carried those figures. [ 3 ]
Yonhap reported that Shinsegae International is giving a limited number of brand gifts to customers who make purchases to mark the opening. A Shinsegae International official for Herno said the brand aims to further strengthen its position in Korea’s menswear market through collections whose value can be felt without displaying a logo, according to Yonhap and Maeil Business. [ 2 , 3 ]
All three outlets described Herno as a representative brand of the “old money look” and “quiet luxury” trends, which emphasise detailed finishing and premium materials over prominent logos. Maeil Business said that as the men’s luxury market grows, brands are expected to keep expanding dedicated spaces and product lines for male customers. [ 1 , 2 , 3 ]
Why it matters
The opening is a retail bet on male luxury shoppers in Korea, a group the coverage describes as a growing customer base. It also extends Herno’s Korean range beyond its better-known padding to cashmere jackets, hybrid jumpers and technical blazers, and comes as business outlets report double-digit sales growth for the brand. The documents give no sales targets or performance figures for the new store itself, so its commercial impact is not yet measurable.
Key facts
- Herno opened its first men’s standalone store in Korea early this month on the sixth floor of Shinsegae Department Store’s Gangnam branch. [ 1 , 2 , 3 ]
- Shinsegae International imports and sells the Italian luxury brand Herno in Korea. [ 1 , 2 , 3 ]
- Herno is presented by all three outlets as a representative brand of the “old money look” and “quiet luxury” trends, which emphasise finish and materials over prominent logos. [ 1 , 2 , 3 ]
- The store centres on Herno’s 2026 fall/winter men’s collection, with outerwear, knitwear, pants, denim, tailoring and shirts. [ 2 , 3 ]
- The interior is inspired by nature in the Lessa area of northern Italy, where Herno’s headquarters is located; Maeil Business said wood is the main material and a new interior manual was applied. [ 2 , 3 ]
- Maeil Business reported Herno’s total September sales rose more than 40% from a year earlier and men’s sales rose nearly 30%. [ 3 ]
- Shinsegae International is giving a limited number of brand gifts to customers who make purchases to mark the opening, Yonhap reported. [ 2 ]
- A Shinsegae International official for Herno said the brand aims to strengthen its position in Korea’s menswear market with collections whose value can be felt without displaying a logo. [ 2 , 3 ]
Confirmed by several sources
- Herno opened its first men’s-only store in Korea early this month on the sixth floor of Shinsegae Department Store’s Gangnam branch. [ 1 , 2 , 3 ]
- Shinsegae International imports and sells Herno in Korea. [ 1 , 2 , 3 ]
- The opening targets male luxury customers, and the brand is associated with the “quiet luxury” and “old money look” trends. [ 1 , 2 , 3 ]
- The store carries Herno’s 2026 fall/winter men’s collection, including outerwear, knitwear, pants, denim, tailoring and shirts. [ 2 , 3 ]
- The interior draws on nature in the Lessa area of northern Italy, where Herno’s headquarters is located. [ 2 , 3 ]
- A Shinsegae International official for Herno said the brand aims to strengthen its position in Korea’s menswear market with collections whose value can be felt without displaying a logo. [ 2 , 3 ]
Still unclear
- The exact opening date of the store. The documents say only that it opened “early this month” without giving a specific date.
- Herno’s September sales growth figures. The 40% overall and near-30% men’s increases appear only in Maeil Business; no other document carries them and no absolute figures are given.
- Sales targets, investment figures or expected performance for the new store. None of the documents provides commercial targets or results for the store itself.
- Whether Herno or Shinsegae International plans further men’s stores in Korea. No expansion plans are mentioned; Maeil Business only says brands in general are expected to keep expanding men’s spaces.
- Price points of the products carried in the store. The documents list product categories only and give no prices; the Asia Economy summary is truncated.
What local media are saying
Timeline, local time
- Asia Economy reports Herno’s first Korean men’s-only store opened at Shinsegae Gangnam, targeting male luxury customers. [ 1 ]
- Yonhap reports the opening, the store’s interior concept, the 2026 fall/winter men’s collection and the opening gift for buyers. [ 2 ]
- Maeil Business reports the opening along with September sales growth of more than 40% overall and nearly 30% in menswear. [ 3 ]