Japanese beauty retailer Cosme has reopened its flagship store in Harajuku, Tokyo, following a major renovation last month.

Spanning 1380sqm across three floors, the revamped store introduces a dedicated fragrance section and offers products from 750 brands.

Endo Muneta, president and COO of Istyle, Cosme’s parent company, said it is targeting store sales of US$54 million (JPY8 billion) this year and $67 million (JPY10 billion) further down the line.

“However, sales are just a result. Creating an environment where customers can enjoy themselves is our top priority,” Muneta said. “We want more customers to visit.”

A key addition to the store is its new fragrance zone, which was previously used as a warehouse. The space now features approximately 400 SKUs from 70 brands, including Prada Beauty, Maison Margiela, Guerlain, Liberta Perfume, and Pleuvoir.

Customers can also try the store’s Kaoirium, an AI-powered fragrance diagnosis system that allows them to sample 24 scented blotters and receive personalised recommendations from nearly all stocked products.

Store navigation has been improved, with aisle widths increased by 10 to 15cm to improve the shopping experience, particularly during peak hours.

In late April, Cosme will also introduce a paid “self-wrapping corner” in collaboration with wrapping specialist Toi et Moi. This service will allow customers to wrap purchased items, including those bought from other stores.

Rather than focusing solely on store expansion, Muneta said the company prioritises enhancing existing sales floors.

“We are continuing to grow steadily while maintaining efficiency per square metre,” he said.

“Future initiatives will strengthen customer referrals between physical stores and e-commerce, further integrating online and offline sales channels.”