HERNO
COMPANIES AND ENTREPRENEURS , H
HERNO: HISTORIC ITALIAN COMPANY FOR THE PRODUCTION OF OUTERWEAR AND CLOTHING FOR MEN AND WOMEN
Herno was founded by Giuseppe Marenzi, born in 1924 in Castelli Calepio in the province of Bergamo. Moving to Lesa (on Lake Maggiore in the province of Novara), he created his own company in 1949, producing men’s raincoats.
He calls it Herno, like the river that crosses Lesa, and which once fed an old supply chain, restructured by Marenzi and transformed into the family business.
In 1969, Herno’s activity was that of a large factory specialized in the production of hand-finished outerwear and raincoats in cotton and wool and with materials entirely made in Italy; he often works on behalf of third parties and starts the production of a sportswear line for men and women. A few years later he inaugurated a showroom in via Sant’Andrea in Milan.
THE EIGHTIES
During the 1980s, the popularity of Herno garments reached overseas markets. There are numerous high fashion brands asking for collaborations with the Lombard company that, in the 90s, produced for brands such as Jil Sander , Armani , Prada , Hermès and a few years later also for Louis Vuitton and Ralph Lauren.
It is the three sons who later carry on the Herno luxury empire. A company that has 150 employees spread over the three factories in northern Italy and which generates a turnover that reaches 25 million euros.
The managing director is Claudio, born in 1962. In the company from the age of 22, he also chairs Classico Italia, an Italian men’s fashion group, founded in Florence in 1986. The Holding brings together twenty-three companies such as Artioli, Avon Celli. And again, Brunello Cucinelli, Kiton , Tino Cosma, Tramontano, with a total turnover of around 400 million euros, 70% of which made abroad.
Massimo Marenzi, a Bocconi graduate, is in charge of the economic and financial management of the group and Giorgio, 1957, is in charge of the production sector for third parties.
THE 2000S
In 2008, during the 73rd edition of Pitti Immagine Uomo, Herno celebrates its 60th anniversary by offering a limited collection of 12 ‘L’Herno de Luxe Trench’ (each replicable in only 59 copies), a historic garment from the men’s collection made with a ancient and very rare cotton fiber, on sale in the most exclusive shops around the world.
In 2009 the creative turn of Claudio who, without betraying his classic origins, launches a collection dedicated to lovers of two wheels and city bikes, made up of highly technological but elegant and classic garments, enjoying enormous success.
There are numerous winning marketing moves that allow Herno to double its turnover in a short time and reach new markets, such as Japan and Asia.
In 2011, for the 80th edition of Pitti Immagine Uomo, Herno was awarded as the best Italian entrepreneurial reality.
The following year, the group, chaired by the newly elected president of Sistema Moda Italia Claudio Marenzi, had a turnover of 33 million euros. Four years later, in 2016, revenues jumped to 76 million euros.
Herno intends to continue as it has done so far. In effect of it’s results: to strengthen itself in Italy and abroad. Intending to, by focusing on an innovative and quality product. Also investing to discover new techniques and materials.
Herno currently has stores all over the world. Catering to markets such as Italy, France, Germany, Spain, United Kingdom, Switzerland, Japan, Ukraine, USA, China, Russian Federation and South Korea.
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