A world-first Herno duty free store has opened in South Korea.

Italian outerwear fashion brand Herno has opened its first global duty free store with Shinsegae Duty Free in Seoul, South Korea.

The boutique is situated on the ninth floor of the travel retailer’s Myeongdong downtown branch.

The company founded by Giuseppe Marenzi in 1948 in Lesa, Piedmont on the shores of Lake Maggiore, manufacturers down jackets, knitwear, apparel and accessories.

Famed for not revealing its logos – in line with the trend towards so-called ‘quiet luxury’ – Herno is said to have decided to open a duty free point of sale in South Korea as the country benefits from its emergence as a centre of luxury fashion, coupled with the increase in foreign tourists and overseas Korean travellers, according to Shinsegae Duty Free.

“As the number of foreign tourists and travellers going abroad is increasing rapidly ahead of the end of the year, we expect a good response at Shinsegae Duty Free’s Myeongdong branch,” said a representative for Shinsegae International Herno.

Shinsegae Duty Free stocks various Herno padded products featuring a voluminous design.

These items are present in various colourways and produced using goose-down and nylon, ensuring they are warm and lightweight. Cashmere silk garments are also available.

The store also carries the brand’s new Laminar collection.