HERA launches pop-ups in three Fenwick stores – TheIndustry.fashion

Cheltenham-based streetwear brand HERA, which was acquired by former Gymshark Chairman Paul Richardson in 2021, has launched pop-ups in Fenwick’s flagship Newcastle store as well as its stores at Brent Cross and Kingston.

The pop-ups, set to run for eight weeks, are carrying menswear and womenswear across HERA’s bestselling collections including ‘Collective’, ‘Essentials’ and ‘Label’.

It marks HERA’s first venture back into wholesale and physical retail since Richardson acquired the brand.

Led by Chief Executive Officer Holly Beadle, and Chief Brand Officer Georgia Streeton, who are sisters, HERA has “undergone a comprehensive revitalisation, redefining its aesthetic”.

Since the acquisition, the focus has been building a comprehensive range of products, introducing new styles such as loungewear, cargo pants, oversized T-shirts, hoodies, outerwear, an expanded denim collection and accessories.

Holly Beadle said: “Since acquiring the brand in 2021 we have been working tirelessly to build a high quality and considered range of clothing for both our male and female customers. 2024 is the year we want to cement HERA within the physical retail environment.

“We are confident in our product quality and want our customers to be able to have the feeling an ‘in real life’ experience brings. Fenwick has a fantastic offering of brands, and we are excited to be one of them.”

Georgia Streeton commented: “A goal of ours has been to physically get our product in front of our customers, allowing them to connect with and touch our products, and feel the quality first hand, so we’re incredibly excited and grateful to be entering into such a historic and prestigious retail space such as Fenwick.

“This marks the start of our wholesale journey, and we can’t wait to announce more of what is to come.”

HERA was founded in 2015 by the previous owner, Ashley White, and was originally best known for its ‘spray-on’ skinny jeans.

In 2017, HERA sold its denim jeans in Selfridges for a short period. However, in more recent times it has exclusively been sold via its ecommerce store, until now.

In March 2023, HERA launched its first collection since the 2021 acquisition and the Fenwick pop-ups are the next stage of the brand’s new journey.