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Japanese lifestyle brand ‘Niko and…’ to launch in Thailand 

(Source: Niko and...)

Japanese fashion and lifestyle brand ‘Niko and…’ is set to open its first global flagship store in Southeast Asia, in Thailand in April. 

Japanese fashion company Adastria Co, the brand’s owner, set up a subsidiary in Thailand earlier this year to prepare for the expansion. The company said Southeast Asia has a large young population and is a region where the fashion market is expected to grow in the future. 

The new store will be located in Bangkok shopping mall Siam Square One and span four storeys. The flagship will be home to men’s and women’s ready-to-wear, household goods, store-exclusive items and a cafe. 

‘Niko and…’ Thailand will feature the ‘Uni9ue Senses’ concept, offering products expressing nine keywords – clothes, live, know, travel, local, food, play, music, and health.

The opening date of the Thailand flagship store has not yet been disclosed. 

The brand said it would develop products that are close to the lifestyle and culture of each market and increase brand awareness in the region by collaborating with local artists. 

‘Niko and…’ has 142 stores in its home market and 28 stores across Greater China. 

Adastria Co’s portfolio of brands includes Aland, Hare, Elura, Lepsim and Jeanasis. The company has about 1400 stores in Japan and internationally. In 2017, the brand acquired the fashion brand Velvet by Graham and Spencer

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