Hermès said Thursday that it will open a 6,000-square-foot store at the Stanford Shopping Center in Palo Alto, Calif., in late 2017 or early 2018. It will be the first unit to organize products by lifestyle.
“It’s going to be a much more unique presentation,” said Robert Chavez, president and chief executive officer of Hermès of Paris in the U.S. “We’ll blur the lines a little more and things won’t be so delineated and segmented. There won’t be the belt wall and hat wall and glove wall. You’ll be looking at a pair of men’s pants and you’ll also see hats and belts and shoes.”
Chavez said Hermès has been increasingly drawn to this approach, which is considered more modern than keeping product categories siloed. “We can do it from a visual standpoint, but in terms of actually setting the store up that way, Palo Alto will be the first time we’re doing something dramatically different,” Chavez said. “We’ll learn a lot from this and it will give us a lot to work with going forward.”
The Palo Alto store is indicative of the Hermès Group’s confidence in the U.S. market’s continued growth, Chavez said, adding, “We look forward to providing a dedicated retail experience for local Silicon Valley clients active in the technology industry and at the prestigious Stanford University.”
Hermès’ store at the Stanford Shopping Center will be near Neiman Marcus and Apple.
In the U.S., Hermès has been focused on renovating and/or expanding existing stores. Six units in 2015 moved to larger spaces or underwent renovation after securing additional square footage, including Boston, Miami, Dallas, Houston, Seattle and Washington, D.C.
Hermès’ store at the King of Prussia Mall in King of Prussia, Pa., in October will move to larger quarters, while a unit at the Ala Moana Center in Honolulu will relocate to a larger space in December.
Two upcoming expansions will be a Waikiki unit that will be unveiled in late spring 2018 and the San Francisco flagship, bowing in spring 2019. Hermès at the Crystals in Las Vegas is expected to undergo renovation while gaining space and a new unit will open at American Dream in East Rutherford, N.J.
The larger stores, which average 10,000 square feet, allow Hermès to increase its offering with shoes, watches, fine jewelry and home products. “These categories are key growth areas for us,” Chavez said. “They’re areas that can use more space as we expand the assortments. We’re creating a more unique selling environment such as the salon environments for fine jewelry.”