Fred Perry rebuilds its Lumine Shinjuku shop as its Tokyo "core store"
Fred Perry's Japan licensee has reopened its Lumine Shinjuku shop with an expanded shirt wall, a colour-changing LED partition and a full mirror wall, naming it the brand's core store for the Tokyo area — a small but concrete marker of how much a mall tenant is willing to rebuild a single floor.
Hit Union, which holds the Japan licence for British brand Fred Perry, reopened its shop on the fifth floor of Lumine 2 in Shinjuku on 10 September after a renewal, naming it the brand's core store for the Tokyo area, the company said.
The rebuild expands the store's "shirt wall" display of the brand's signature polo shirt across a wider range of colours and silhouettes, adds an LED-illuminated partition at the centre of the store that can change colour by season or campaign, and converts a back wall into a full mirror intended to add depth and encourage customers to photograph themselves in-store, according to Hit Union. The company is also distributing a limited-edition zine on the brand's cultural collaborations on a first-come, first-served basis. Fred Perry was founded in 1952 by British tennis champion Fred Perry, and the brand says its signature shirt design has stayed essentially unchanged for more than 60 years.
Naming a single Lumine floor a "core store" is a modest claim, but it is a licensee choosing where to concentrate its Tokyo presentation budget rather than spreading it evenly across doors — a mirror wall built for social-media photos is as much a marketing device as a fitting aid. For a heritage brand whose product has barely changed in six decades, the renewal is squarely a Place and Presentation move: refresh the shopfront experience, since refreshing the shirt isn't really an option.