Japanese fashion company Tokyo Base has opened its first overseas store, Studious, in Hong Kong.
Located in Causeway Bay, the store offers contemporary fashion apparel for men. As well as its private label Studious, more than 10 other emerging and established designer brands from Japan are offered at the outlet, including Attachment, John Lawrence Sullivan, JohnUndercover, Lad Musician and White Mountaineering.
Tokyo Base CEO Masato Tani says the company has accumulated a strong following in Japan from Hong Kong customers. “That’s why we want to keep the momentum going and set up a presence in the city.
Preparatory to opening the Hong Kong outlet, the company last year strengthened its online-to-offline strategy and launched an e-shop dedicated to customers outside Japan.
“While our e-shop supports delivery globally, our select shop in Hong Kong invites customers to learn more about the trends in Tokyo and find the best styles to suit them,” says Tani. “Eventually we will consider managing all the sales and distribution activities in Asia from Hong Kong.”
As well as owning multi-brand fashion store Studious, Tokyo Base owns contemporary brand fashion store United Tokyo. Established in 2008, it has 40 stores in Japan and employs more than 200 staff members.
Tokyo Base received help from Invest Hong Kong in its venture.
“Hong Kong and Japan have been close trade partners for many years,” says Invest Hong Kong associate director-general of investment promotion Dr Jimmy Chiang. “Through travelling to Japan and buying Japanese products, Hong Kong customers have developed a strong interest for Japanese design, culture and products.”