Isetan Opens New Concept Shop

TOKYO — As it continues to shift its focus to include not only traditional department stores but also small- and medium-sized concept shops, Isetan Mitsukoshi Holdings is opening a new multibrand boutique in Tokyo’s Roppongi district. The store, called Isetan Salone, is set to open Friday at the Tokyo Midtown luxury mixed-use complex and is about 9,700 square feet of selling space on two levels. It will stock a selection of women’s fashion, accessories, beauty products, jewelry and gift items from about 90 brands. Hiroshi Onishi, president and chief executive officer of Isetan Mitsukoshi Holdings, said while, product-wise, the store is almost like a mini version of one of its large-format department stores, the company hopes to use it to attract new customers. “There actually aren’t that many people from this area who go to our Shinjuku store,” Onishi said. “So this time we wanted to create a store where people from around here who like fashion can come to find things that fit into all aspects of their lifestyle.” The Roppongi neighborhood was seen as mostly an entertainment district until just over a decade ago, when the Roppongi Hills complex opened, bringing the area its first luxury shopping destination. Tokyo Midtown followed

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