On 19 March, Shibuya-based apparel maker Hit Union Co., Ltd. opened its new Fred Perry Japan outlet, which was designed, built and decorated following close input from the firm’s UK team.
Located in Jingumae 5-chome in Shibuya Ward, the building boasts 370m² of floor area—more than double the size of the shop it has replaced. According to the Nikkei Marketing Journal (23 March), Hit Union intends to use its flagship shop to help the brand penetrate other Asian countries.
In addition to the popular line of polo shirts, which will retail at around ¥12,000, the store will carry a full line of men’s goods ranging from shoes to carrier bags. As a special attraction, it will also offer limited edition goods—only 10 of each are available—priced in the ¥20,000–¥40,000 range and endorsed by popular British performers such as Paul Weller and Terry Hall. Tennis wear will also be displayed.
Keiji Tanabe, president of Hit Union, said: “In an age where one can purchase practically anything from the Internet, more than ever we want people to be able to enjoy shopping for things only available in our store”.
Visiting travellers from China and other Asian countries are credited with contributing to recent sales growth, helping to place the Fred Perry brand within the top five brands in Japan.