Hermes unveiled its expanded flagship in Boston today, now two stores spanning 8,700 sq. ft. Although the store remains in the same location, 320 Boylston St., the size is almost double the original selling space.
With business growing "exponentially," according to Robert Chavez, president and CEO of Hermes USA, Boston is one of seven markets receiving selling floor expansions this year, along with the Disctric of Columbia, Seattle, New York, Houston, Dallas and Miami. In addition, stores in Las Vegas and Hawaii are hot spots for the luxury brand at the moment, Women's Wear Daily reported.
Chavez said Boston is a solid and loyal market with tourists and a university crowd. The renovated store features a new corner entrance for greater visibility. The windows, filled with storybook illustrations by Kyler Martz, will attract those walking by.
Inside the store, colors are warm, classic and clean—ivory walls, polished floors and a lot of clear glass. The idea is to draw the most attention to the orange boxes piled with signature Hermes scarves. The first floor has men's and women's jewelry, scarves and perfume. The second floor is women's ready-to-wear, handbags, belts, shoes and more.
Several other high-end retailers have recently expanded their physical footprint. For example, earlier this month Domenico Vacca announced the creation of a lifestyle concept development in Manhattan that will include 8,000 sq. ft. of retail space along with a cafe, barber shop, beauty salon, members-only club and private residences.
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