Singapore-based omnichannel fashion label Love, Bonito has opened its first physical store in Japan as part of its international expansion, following the recent launch of two flagship stores in Hong Kong and Indonesia. 

Located on the fourth floor of the Atre Ebisu shopping centre, the pop-up store will open until the end of this month. Love, Bonito entered Japan last year by setting up an e-commerce store.

Earlier this year, the company appointed Tomoko Okada as head of Love, Bonito Japan to support the growth and set up physical stores there. 

Singapore’s Ambassador to Japan, Peter Tan, said the physical launch would “set a good precedent for other startups in Singapore to reflect the high level of interest in the Japanese market”. 

Love, Bonito said its Morie high waist straight pants went viral on TikTok and sold out in Japan as soon as they went on sale. 

The opening came just a week after the launch of Love, Bonito’s first flagship store in Indonesia.

Launched in 2010, the Southeast Asian fashion brand has physical stores across six markets, including Cambodia, Hong Kong, Malaysia and Indonesia.