PARIS — Japanese shoe model Onitsuka Tiger is getting into its subsequent period with confidence, following the opening of a brand new flagship on the Avenue des Champs-Élysées.
Paris holds historic significance for the model. It was Onitsuka Tiger’s first worldwide retail location exterior of Japan following the model’s revival in 2002. Because of this historical past, “Paris is admittedly near our coronary heart,” chief government officer Ryoji Shoda advised WWD.
After celebrating its seventy fifth birthday final yr with an activation titled “Onitsuka Tiger Lodge” in the identical constructing, the model is now increasing its retail presence and searching towards class enlargement.
“This new retailer on the Champs-Élysées marks the start of our third era. That is going to be the primary stepping stone in the direction of our a centesimal anniversary. This might be an vital retailer for us,” stated Shoda, talking by way of an interpreter.
Positioned at 25 Avenue des Champs-Élysées, the brand new retailer has taken over the area of a former restaurant on the base of the historic Hôtel de la Païva constructing under the legendary Travellers Membership. The 5,500-square-foot area options 3,800 sq. ft of gross sales flooring drenched in Onitsuka Tiger’s signature black and yellow palette.
“Our model has numerous historical past. Historical past is one thing that’s vital, that’s near our coronary heart. It additionally must be modernized,” Shoda stated. “[The store is a] collaboration between Japanese modernism and historical past. It’s a message we’re sending.”
CEO Ryoji Shoda
The renovation was led by Milan-based architects Filippo Dini and Gianluca Cataldi, who’ve labored on 4 Onitsuka Tiger shops in Europe and one in Japan. “We all the time wish to have a crash between Tokyo fashion with European tradition,” Dini stated. The result’s a layered area that mixes preserved Nineteenth-century architectural options, together with authentic arches and pillars, with shiny black shelving items paying homage to conventional Japanese lacquer bins, in addition to customized concrete crafted from Japanese mortar.
“We’re making an attempt to present an id to every capsule of the model with their very own supplies to make them reside in their very own world, after which reside additionally along with the opposite tales,” Dini added.
Contained in the Onitsuka Tiger retailer.
Courtesy Onitsuka Tiger
Every space throughout the retailer displays a special facet of the Onitsuka Tiger vary. One room incorporates a bookshelf-style show that highlights the one hundred pc handmade “Nippon Made” assortment. To have a good time the opening, a particular “Nippon Made” version of the basic Mexico 66 rendered within the colours of the French flag might be out there.
One other room devoted to ready-to-wear is bathed within the conventional brilliant yellow hue of the model’s signature sneaker. The rooms can even provide heritage fashions, baggage and equipment.
In the meantime, a former financial institution vault has been cleverly reworked into the shop’s dressing rooms.
Including to the life-style expertise, the shop features a café serving Onitsuka Tiger’s personal branded espresso mix, in addition to specialty drinks and snacks. If the beans show common, they could finally be added to the model’s increasing product classes.
Creating “Model Followers” and Growing Gross sales Ground Worth
Onitsuka Tiger is making its first massive transfer into new classes with the approaching launch of its fragrances. The fragrances had been teased through the model’s present at Milan Trend Week in February, and are anticipated to roll out at retail by early fall. Shoda sees it as a part of the model’s evolution from sports activities sneakers, to trend and now life-style.
He emphasised that the model sits in a singular place between luxurious and excessive avenue — a stability bolstered by a strict full-price mannequin. “To me, luxurious means when a product holds its worth…We don’t do reductions or gross sales. For me, that’s the definition [of luxury],” he stated. “And in contrast to quick trend, we’re model pushed. It’s not about pushing product; it’s about constructing a fanbase of people that love our model.”
Brick-and-mortar retail stays central to the corporate’s technique, and that like-for-like gross sales have been rising at a gentle clip. “We will see that the gross sales per retailer are rising,” he stated. “The revenues of our shops is admittedly doubling.”
Perfume, Shoda believes, can proceed to spice up these per-square-foot numbers, and the model is exploring extra classes.
A possible hospitality idea is into consideration, following the recognition of the “Onitsuka Tiger Lodge” activation final yr. The pop-up included branded pillows, tub merchandise and stationery, all of which at the moment are into consideration as new classes, alongside cosmetics and sleepwear.
Shoda confirmed {that a} return to the U.S. market is within the pipeline, although no agency date has been set. Present financial circumstances and the uncertainty round President Donald Trump’s tariffs are being analyzed, he stated.
“It’s actually going to be not so distant by way of time, however once we resolve to do it, it must have an incredible impression in the marketplace,” he stated. “We now have to attend and see [when] the time might be proper, when the American market stabilizes.”
Contained in the Onitsuka Tiger retailer.
Courtesy Onitsuka Tiger
Globally, Onitsuka Tiger is leaning into bodily retail.
Through the pandemic when most manufacturers had been betting on e-commerce, Shoda believed the longer term could be “actual, human communication,” he stated. He put that on the core of his technique and planning, and moved shortly to open new outposts in London and Milan post-pandemic.
The strategy has been profitable. Onitsuka Tiger is now essentially the most worthwhile class inside guardian firm Asics. The newest monetary outcomes confirmed gross sales up 58.3 % year-over-year, with revenue growing 8.5 % over 2023.
The corporate at present operates 192 own-brand shops throughout the globe, together with 48 in Japan, 83 in China, 32 in South Korea, 19 in Southeast Asia, seven in Europe and three in Australia. Many different places function by way of partnerships, although firm technique is targeting direct-to-consumer retail.
“As a model we’re extraordinarily common in Asia, and our merchandise actually promote nicely in Asian areas,” Shoda stated. “That’s our energy in comparison with different luxurious manufacturers.”
A type of key markets is India. With 11 shops there run by way of native partnerships, Onitsuka Tiger is contemplating opening home manufacturing amenities quickly.
“The Indian market is thought for being a bit tough [to break into], however we take satisfaction in the truth that we’ve been in a position to obtain nice success in that market,” he stated. The model’s recognition has been boosted by ambassadors equivalent to Bollywood star Rashmika Mandanna, who was among the many movie star visitors invited to the Paris flagship opening evening.
For dinner within the non-public Travellers Membership, Michelin-starred chef Ryuji Tashima created a 4 course meal with every course paired to one of many 4 fragrances. Every course was accompanied by an interpretive dance impressed by the fragrances’ traits.
Onitsuka Tiger’s ready-to-wear is now usually on the Milan calendar. Whereas Shoda declined to supply gross sales figures for clothes, he stated its momentum is regular. The model’s solely competitors is itself. “The clothes class is growing — however sneakers are rising so exponentially, it’s exhausting for clothes to maintain up.”
The Onitsuka Tiger retailer on the Champs-Élysées.
Courtesy Onitsuka Tiger
