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 CEO 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 on 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.”
