Desigual expands into Japan
17 May. 2013
Desigual Bets On JapanDesigual is expanding in the Asian market through a wide series of initiatives. Since opening its five-floor store in Tokyo, in Shibuya, in December 2012, they have just opened their first store in Osaka, on the Honshu island, in an area that hosts a high concentration of fashion stores. Osaka is the third biggest city of Japan, after Tokyo and Yokohama. The new Desigual store measures approximately 200sqm and is faithful to its own style and to the “La vida es chula” concept.
The space offers women’s, men’s and kidswear and is inspired by the same relaxed, oneiric and fun atmosphere of all Desigual stores. The store recalls a gigantic bohemian bazaar, where travel souvenirs, vintage furniture, art works, antique lamps and Turkish carpets are all mixed together. Dresses hang from ropes and huge tables and glass bottles complete the space that is wallpapered with patchwork patterns.
As part of its expansion in Asia, Desigual will participate for the first time in the international catwalk show of the Audi Fashion Festival 2013 that is starting in Singapore on 16 May - read our preview on the Award here on sportswearnet.com.
The Spanish brand has already opened 10 mono-brand stores in Japan Osaka, Fukuoka, Tosu and Kobe plus eight shops-in-the-shop in important shopping malls and department stores across the country. They expect to open two new stores in 2013 in Kobe and Yokohama and maintain an important presence in Singapore with seven stores, among which the recently opened store in Changi airport. Desigual will be totalling 17 mono-brand stores in Asia by end 2013.
Desigual sells 22 million clothing items worldwide. Its team counts over 3,500 people from 83 different countries. Currently, Desigual is distributed through 330 own stores, 9,000 multi-brand stores and 2,200 shops-in-the-shop in department stores in over 100 countries.
Maria Cristina Pavarini
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