Upper sportswear brand Herno has just opened its first monobrand store in the exclusive holiday location, Sylt, Germany. The store is characterised by steel stands and hanging leather belts with recognizable hooks, all recurring themes for the men’s and women’s outerwear brand.

The space is decorated using natural materials that have been treated to enhance their original characteristics. Walls are covered by slate combined with soft flannel elements. In the middle of the store a raw cut poplar desk with an extra light glass case contains the colour palette of Herno ultra-light down jackets. This first Herno store has the additional aim of presenting the brand concept that could be repeated as window or corner display inside multi-brand or department stores around the world.

The new opening in Sylt is an important step in Herno’s growth strategy, in which the brand aims to become the reference brand for the upper-sportswear market. It joins the outlets in Milan, Tokyo and Seoul.