HERA launches first collections under new ownership

Cheltenham-based streetwear brand HERA is set to launch its first collection since former Gymshark Chairman Paul Richardson acquired the company.

Since the acquisition of the fashion brand in October 2021, Paul Richardson’s daughters, Holly Beadle (CEO) and Georgia Streeton (CBO), have led the rebuilding of the company. The first collection under their helm will launch on 8 March 2023.

Hera London was launched in 2015 and became known for skinny jeans, puffer jackets and oversized loungewear. The streetwear fashion brand achieved a turnover of over £5 million by 2019 and relied on a host of celebrities and influencers including Brooklyn Beckham and Sofia Richie for its campaigns.

The SS23 collection showcases the expansion and focuses on building the business into a hybrid, multifunctional, men’s and women’s brand. This week’s drop will be the first of drops happening every month until July.

The start of the spring/summer season introduces Drop 1, with prices starting at £28. The newest collections expands the colourways of existing silhouettes, as well as welcome new styles such as the men’s Focus Collection, featuring a slimmer-fitting, lightweight sweat range.

HERA commented on the launch: "The SS23 collection sees HERA put its feet down firmly in the men’s and women’s hybrid daywear space. We intend for 2023 to be HERA’s best year to date, and the SS23 collection is the start of that"