Hermès finds a home in Denver’s Cherry Creek district

Posted by andreamerida on May 6, 2009 in Cherry Creek, Couture, Denver | 0 comments

by Juliana Echavarria, Fashion Correspondent

Hermès has decided to grace Denver with its old-world, impeccably-styled presence. The brand has been in business since 1837 (yes, even before Colorado’s statehood!), and its newest boutique is located at a prime real estate location in Cherry Creek North.  It stands in the middle of both worlds – between the most attractive boutiques in Cherry Creek North and the department stores at Cherry Creek Mall. Hermès is currently recognized as the most important and influential leather company in the world due to its old-fashioned way of crafting top-quality leather goods.

During a recent review, Hermès noticed that a significant number of their Internet orders were being placed from Denver. Having visited Denver before, Robert B. Chavez, President and CEO of Hermès USA, saw the perfect opportunity to build a home for Hermès in Denver. “Once we saw the NorthCreek Project, we immediately knew that it was the right location and a great time to bring Hermès to Denver,” explained Chavez to Denver Fashion Beat.

The company hopes to add to the great shopping experience in Cherry Creek North by providing the timeless quality of its products to its clientèle in Denver. Denver fashionistas who possess great appreciation for quality will be able to choose among 14 different merchandise categories, such as Hermès’ famous coveted silk scarves, jewelry to covet, highly sought-after leather accessories, and sophisticated, vibrant fragrances. Hermès’ love, respect, and commitment to the highest excellence in craft and innovation can be perceived in every detail of its new boutique in NorthCreek, which is characterized by ample space (24 feet ceiling and generous sized windows) and an inviting ambience created by the knowledgeable, customer-friendly Hermès staff.

The company’s products are perfectly displayed throughout the boutique for the discriminating Denver consumer to see. Its silk twill scarves are flawlessly placed along silver railings, and each equestrian-inspired shawl is artfully displayed along the racks. Finally, jewelry enthusiasts will be able to try on the company’s beautiful watches and Chaîne d’Ancre necklaces and bracelets, showcased in glass cases, while the staff describes the quality of the jewelry in nearby tables and chairs designed to provide the consumers with the utmost comfort during their shopping experience at Hermès. Denver, prepare to be pampered!

The entire selection of products in the boutique has been specifically chosen and customized for the wants and needs of the Denver woman. “There are always different surprises at each store,” explained Robert Chavez, so make sure to check out what the Denver boutique has to offer specifically for the Denver market. The average waiting time for a Hermès bag is 5 years, and the average cost is $6,000, and there seems to be no end in sight for such an intense demand for these products.

For this year’s spring collection, Jean Paul Gaultier paid homage to Hermès’ French equestrian heritage. French equestrianism is still very much a part of the Hermès’ DNA and remains a crucial aspect of the company’s heritage. Sponsoring equestrian-related events is a great way for the company to connect with its classic equestrian customers. In the U. S., Hermès sponsors several equestrian events such as the Hermès Grandprix at Lake Placid in New York. In regard to the Fall ’09 collection, Jean Paul Gaultier tweaked the legendary Hermès Birkin again. There are no straps or hardware, eliminating women’s worries about the buckles scratching the leather. The lack of hardware used in this new version of the Birkin has misled several media sources to refer to it as a “recessionista Birkin”. However, Robert Chavez clarified this assumption, saying, “it has nothing to do with the economy. Jean Paul Gaultier has constantly tweaked the icons of the house like the JPB Birkin a few years ago. This is once again another example of his marvelous creativity.”

In a country with a population of 306 million individuals, Hermès has always had a very limited distribution level – currently one of only 22 boutiques nationwide. Robert Chavez intends to continue to implement a very limited expansion strategy. As a result, customers can expect Hermès to grow and expand very strategically in the United States within the next five years. This speaks to the superior level of selectivity upheld by the brand – it is who they are and who they want to continue to be given that the company’s client base appreciates and craves this level of exclusivity. Right now the company is very content with being in its current markets and is very excited to be able to provide a closer and more personalized service to its customers in Denver.

Visit the Hermès store at 105 Fillmore Street (click here for map), immediately facing Saks Fifth Avenue, in the NorthCreek shopping center in Denver’s Cherry Creek district.

About the author: andreamerida: I'm a Denver-based marketing consultant for fashion-related and creative businesses, and Denver Fashion Beat is my brainchild. I'm also an elected member of the Denver Board of Education. I help businesses create and/or find their niche and market to them using the Internet and social media as the primary (and cheapest!) tools. I love to brainstorm, so don't hesitate to contact me to get some insight on growing your business! Email me at andrea@dfbeat.com.