Beams relocates its Harajuku record and lifestyle store to its largest-ever scale
Beams is relocating its Beams Records and bPr Beams stores in Harajuku to a combined new space opening 19 September, roughly doubling its vinyl inventory and giving bPr Beams its largest product range outside the group's online shop — a reinvestment in the neighbourhood where Beams itself started 50 years ago.
Beams will reopen its Beams Records and bPr Beams stores in a combined new location in Tokyo's Harajuku district on 19 September, at 2F, 3-24-5 Jingumae, Shibuya Ward, the company said. The relocated store will run shorter weekday hours (noon to 8pm) and standard weekend hours (11am to 8pm).
Beams Records will carry roughly 350 vinyl titles, about double its previous inventory, alongside CDs, cassette tapes, speakers, headphones and DJ mixers, plus Harajuku-exclusive merchandise and a programme of in-store DJ events and equipment demonstrations, according to the company. bPr Beams, the group's lifestyle-goods line, will stock around 500 items — its largest assortment at any physical store outside the group's online shop — including keychains, pouches, mugs and furniture, fitted out with fixtures from Korean steel-furniture brand rareraw for an industrial-styled interior. Beams Records has operated in Harajuku since 2000 and had been based on Omotesando-dori since 2006, the company said.
The relocation lands in Beams' 50th-anniversary year — the group was founded in Harajuku in 1976 and marked the milestone in February — and doubles down on a category, music and record culture, that is squarely about identity rather than margin. For a select-shop group that now runs some 170 stores across Japan and Asia, putting its largest-ever bPr Beams assortment and a doubled record wall back in the neighbourhood it started in is a Presentation move: a flagship for the brand's own story, timed to a birthday, rather than a play for foot traffic alone.