March 18th, 2021 | Florian Craen, Executive VP Sales and Distributions Hermès

On Thursday, March 18th, 2021, Georgetown’s Retail and Luxury Association had the pleasure of hosting Mr. Florian Craen, the Executive Vice-President of Sales and Distribution of Hermès. 

Mr. Craen  joined Hermès in 1997, a time since the scale of the company has grown immensely. Hermès began in 1837 as a saddle maker and is one of only a handful of original saddle makers to have successfully adapted and survived to the present day. The brand has garnered its reputation as the premier contemporary artisan and retailer in the world through maintaining a strong brand identity and a remarkable attention to detail - its products are more than just made in France, they are made in Hermès. 

During the event, Mr. Craen outlined the four main pillars of Hermès’: creation, production, communication, and stores. Each of Hermès’ 306 stores showcase a unique selection of products and designs that fit the unique clientele and personality of the store’s location. In this sense, the stores are emblematic of Hermès: no detail is overlooked in the brand's pursuit of creating a retail experience that “makes you dream”. 

Looking forward, Hermès sees its e-commerce store as the space that will carry the broadest offerings of its collection while its brick and mortar locations will offer more personalized shopping experiences. Mr. Craen also noted that Hermès is inherently sustainable as it offers long-lasting and specialized products.

Mr. Craen’s impressive career, insightful presentation, and candid conversation about Hermès with our moderator Professor Ernst were greatly appreciated and GRLA feels honored to have had the opportunity to host such an inspiring event.