Odakyu Shinjuku moves its gift salon down, adds a lifestyle-goods zone
Odakyu's Shinjuku flagship is relocating its seventh-floor gift salon down to the second floor and building a new lifestyle-goods zone around it, betting that the floor's regular fashion-accessories shoppers will buy for others, and for themselves, on the way past.
Odakyu Department Store will reopen a renewed section of the second floor at its Shinjuku flagship on 2 September, relocating the gift salon and self-curated concept shop "Gift Gallery nanafuro" down from the seventh floor and building a new lifestyle-goods zone around them, the company said in a release dated 24 August.
The new zone, covering roughly a quarter of the second floor, will carry Japanese and imported tableware — Villeroy & Boch, Wedgwood, Royal Copenhagen and Iittala alongside the Japanese craft brands Nousaku and Okura Toen — plus kitchenware from Greenpan, Vitacraft, recolte, Russell Hobbs and Hario, and a dedicated towel specialist, Towel Museum, according to Odakyu.
The relocated gift salon adds a counter for the luggage-storage service ecbo cloak, and a recovery-wear brand, ReD, reopens on the same floor two days earlier still, on 26 August, the company said.
It is a small change, but not an idle one: rather than adding one more accessories brand to a floor built on fashion goods and handbags, Odakyu is widening what that floor sells to, betting that the office workers and inbound visitors already passing through will buy a gift, or something for themselves, on the way past.