Etro brings its newest global store concept to Daimaru Shinsaibashi, its second Kansai deployment
Etro reopened its Daimaru Shinsaibashi boutique on 18 September with the design concept it has been rolling out worldwide, following Hankyu Umeda as the second Kansai store to receive it, a Presentation bet on a floor J. Front Retailing keeps renewing.
Etro reopened its Daimaru Shinsaibashi boutique on 18 September with the Milanese house's newest global store concept, according to a statement from Etro Japan, the brand's second Kansai deployment of the design after Hankyu Umeda's main store.
The renewed boutique holds roughly 120 square metres on its existing floor at the Osaka department store, designed by Thirtyone Design + Management, the firm Etro credits with its recent store developments worldwide. The interior is built around cherry-wood fittings and curved lines, with the brand's paisley motif worked through the space, Etro Japan said. It carries women's and men's ready-to-wear, leather goods, textile accessories, eyewear and fragrance.
A concession refresh this size is a Presentation bet more than a Product one: the assortment is the same Etro line Japan already carries, and what changes is how the maison asks a Daimaru Shinsaibashi shopper to experience it. Bringing the format to Kansai twice before it reaches Tokyo suggests Etro currently rates the region, and the host store's own tenant list, as worth the investment ahead of the capital.