Originating in France the store has become synonymous with high end ready to wear clothing, leather, lifestyle accessories, perfume, jewellery and home furnishings. However, the new shop marks a departure compared to other more glitzy locations of the Parisian chain in Madison and Manhattan as it is based in the Meatpacking District of New York.
The distinctive logo has been around since the 50s and shows a Duc carriage and horse and the brand retains the name of Thierry Hermès, it's originator, who was born in Germany to a German mother and French father and moved to France in 1828.
The shop was first opened to provide harnesses and bridles for European noblemen in the early days, and the family carried on this tradition until the 1920s when one of Thierry's sons, Émile-Maurice, started to introduce clothing and accessories - a presence in New York was established in 1924. During the era that followed Hermès began to design items that it has become famous for such as leather “Kelly bags” named after Grace Kelly, and the world-famous square scarves.
The new 5,330 foot location in the New York Meatpacking District is situated on a street corner between a Peruvian restaurant and a fashion shop, and the area is renowned for it's after-hours nightlife. However, the bold move is in keeping with the desire to be a “unique and different and a little daring,” as summed up by Robert Chavez who is the U.S. Chief Executive Officer in a recent press statement.
This isn't a spontaneous gesture as the firm have been doing their research into this location for a number of years to study demographics and footfall. The new Hermès is only a block away from High Line which attracts approximately 7 million people every year, and which is home to other big names such as Dior and furniture brand RH.
Another mall is also located nearby which may ramp up potential customers as this shopping area also has high end names such as Fendi, Cartier and Neiman Marcus. The new Hermès shop is obviously a well-thought out plan that is sure to open up an even wider customer base for it's very important U.S. market.
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