Baycrew's opens a Plage store in Hiroshima as part of a regional push
Baycrew's Group opened a new store for its Plage label in central Hiroshima on 4 September, part of a wider regional push that included a five-brand shop at Amu Plaza Kokura in Kitakyushu the same week.
Baycrew's Group, the Tokyo-based multi-brand fashion retailer, opened a new store for its womenswear label Plage in central Hiroshima on 4 September, according to the company's own announcement. The store, on Horikawa-cho in Hiroshima's Naka ward, is open from 11am to 8pm.
Plage is built around relaxed, everyday clothing for adult women that favours femininity without excess formality, the company said. The Hiroshima opening came within a week of Baycrew's opening a separate, five-brand store at Amu Plaza Kokura in Kitakyushu, carrying Spick & Span, IÉNA, SLOBE IÉNA, JOURNAL STANDARD relume and LE TALON, according to the same press page.
Two regional openings inside a week, in different cities and different prefectures, reads as a product and presentation test rather than a single flagship bet: rather than add more to Tokyo, Baycrew's is checking whether its existing owned-brand mix travels onto department-store and mall floors in regional hub cities largely as-is, with a compact footprint that is cheaper to test and easier to unwind than a standalone flagship if either city's floor underperforms.