BoConcept has established a new store in the trendy Daikanyama quarter of Tokyo. It is the first new store opened by the Danish manufacturer in the last three years.
By placing the 250 square meters large store at Daikanyama station BoConcept wants to strengthen its brand. Typically, the company’s Japanese shops are situated at street level. The new store is eye-catching, and the company logo will be seen by almost 30,000 people who pass by the station daily.
The Daikanyama area adjacent to the fashionable Aoyama district where BoConcept operates its Japanese “flagship” store. But Daikanyama is in itself a trendy and wealthy neighbourhood with architecturally interesting buildings, chic cafes and restaurants.
This type of store will showcase a smaller selection of the BoConcept collection. But the staff will typically show variations of the models on iPads or refer the customers to one of the furniture company’s larger stores in Tokyo.
BoConcept now operates eight stores in Tokyo, Yokohama, Osaka and Kobe, while franchisees operate nine BoConcept stores in the rest of the country.