Takashimaya Duty Free Shilla & ANA set for 27 April opening in Tokyo

JAPAN. Takashimaya Duty Free Shilla & ANA, Tokyo’s latest downtown duty free store, is set to open on 27 April in 2,800sq m of space. The Moodie Davitt Report flagged the April opening during a visit to Japan last month. The store is located in Tokyo’s Shinjuku district, on the 11th floor of the new Takashimaya Times Square Shinjuku.

A&S Takashimaya Duty Free Company Ltd (A&S Takashimaya) is a joint venture established by Takashimaya Department store, All Nippon Airways Trading Co. and The Shilla Duty Free.

The partners said in a statement: “A&S Takashimaya is looking forward to opening an attractive new downtown duty free store to make a convenient one-stop shopping complex in Shinjuku Times Square for foreign customers.” The operation will bring together each of the “joint venture participants’ strengths in merchandising, marketing and operation know-how of downtown duty free stores”.

Takashimaya Duty Free SHILLA&ANA Interior01
Takashimaya Duty Free Shilla & ANA: The latest name in Japanese downtown duty free retailing

Using a similar model to other downtown duty free stores – including Japan Duty Free Ginza and Lotte Duty Free Tokyo Ginza, both opened in 2016 – Takashimaya Duty Free Shilla & ANA will include both an ‘airport–style’ duty free zone along with a tax free zone. The latter carries items that are exempt from domestic VAT and allows customers to collect their goods upon purchase. Duty free purchases must be collected at airport pick-up counters.

As noted in our earlier story, Takashimaya Duty Free Shilla & ANA will strongly emphasise the cosmetics category. Some 26 J-Cos brands will be available, 18 in the duty free zone and a further eight in the tax free area. They include leading names such as Albion, Shiseido, Clé de Peau, SK-II, The Ginza, Jill Stuart, Fancl, Kanebo and Three.

Japanese cosmetics are offered on average at a -15% discounted price compared to the local market and travel retail exclusive sets for foreign travellers will also be presented.

Imported cosmetics brands include Estée Lauder, Clinique, Clarins, La Prairie and L’Occitane.

The duty free offer will also feature fragrances, watches, fashion & accessories, liquor and tobacco.

The partners said: “The new downtown duty free store will present the most extensive line-up of J-Cos (Japanese cosmetics) brands among downtown duty free stores in Tokyo. Japanese local goods are the other competitive edge of Takashimaya Duty Free Shilla & ANA. Not only local confectionery and traditional crafts, but also Japanese dietary supplements and drugs will cover customers’ needs on Japanese local goods.”

The Japanese craft range will include pottery, Edo craft, bamboo craft and traditional Japanese stationery.

Takashimaya shinjuku
The new store lies in the redeveloped Takashimaya Times Square, which houses shopping, dining and entertainment facilities

To cater to demand for Japanese pharmacy goods, Takashimaya Duty Free Shilla & ANA will introduce Japanese drugstore Matsumoto Kiyoshi within the tax free zone of the shop. Consumer electronics, another staple of the downtown offer, will be available in collaboration with tax free specialist Laox.

A&S Takashimaya said: “The entire Takashimaya Shinjuku Times Square complex will improve the environment and infrastructure to enhance foreign travellers’ overall experience. The complex will endeavour to lure foreign travellers with a full-scale one-stop shopping and entertainment experience, completed by duty free, department store, speciality stores and leading gourmet restaurants.”

Takashimaya_Times_Square
The store aims to blend a strong international branded offer with sought-after Japanese consumer ranges

On the location and appeal of this new store, Shilla told The Moodie Davitt Report: “Shinjuku, Tokyo is one of the most popular places for foreign FITs [to visit]. Chinese FITs, the fastest-growing segment in global travel industry, are the main target.

“Takashimaya Duty Free is located right next to the JR metro station and bus terminal so FITs can enjoy easy access to the store. Due to this advantage, Takashimaya Department Store’s tax refund sales are increasing by double-digit numbers while the tax-refund sales of other department stores are decreasing. Takashimaya Duty Free, located in the department store, will be fully using the competitiveness of the location to attract foreign FITs, especially Chinese.

Chinese group tours will also be a target audience. “Takashimaya Duty Free will establish infrastructure for group tour customers, including bus parking spaces, and will develop various offers to appeal to Chinese group tours.”

A&S Takashimaya Duty Free Company Limited was established on 1 June 2016. Takashimaya holds a 60% stake, with ANA Trading and Shilla each with 20%.

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