What Happened to Proud Hermes... The Brand's 'First' Popup Event in Korea After 27 Years

Herm?s is hosting its first large-scale pop-up store in Korea. This is the first time Herm?s is holding a public event since entering the Korean market 27 years ago. Until now, events were held exclusively for VIPs.

[Image source=Yonhap News]

According to the luxury industry on the 11th, Herm?s Korea will hold an exhibition titled "Herm?s in the Making" from the 18th to the 27th at the outdoor lawn plaza of Lotte World Tower in Songpa-gu, Seoul.

The exhibition will introduce the Herm?s brand, with Herm?s artisans showcasing product materials and manufacturing know-how.

Guillaume de Seynes, Vice Chairman of the Herm?s Group, will also attend. The venue can accommodate about 200 people simultaneously. Anyone can participate through advance reservations.

Herm?s is holding a pop-up event in Korea due to the growth potential of the Korean luxury market.

Last year, Herm?s recorded sales of 797.2 billion KRW and operating profit of 235.7 billion KRW, marking increases of 22.6% and 12%, respectively, compared to the previous year. Compared to sales of 361.8 billion KRW in 2019, domestic sales have more than doubled.

In particular, Herm?s is expanding its stores in line with the increase in sales in the Korean market. Following the first domestic multi-level store at Hyundai Department Store Apgujeong Main Branch, the Shinsegae Main Branch store was also converted into a multi-level store. Additionally, stores have been opened at Shilla Hotel, Hyundai Department Store Trade Center Branch, and Galleria.