AWESOME STORE, a popular general merchandise specialty store in Tokyo's Omotesando

The first branch of this new low-cost lifestyle general merchandise specialty store 'AWESOME STORE' officially opened on April 16. The location is the former site of the Wendy's hamburger restaurant in Omotesando, well-known to travelers who love the area. It is not far from competing brands of the same type, such as 'Flying Tiger Copenhagen' and 'ASOKO', within a walking distance of about 5 to 7 minutes. The company responsible for operating and launching the 'AWESOME STORE' brand is REPHOUSE, which has gained fame across Japan with its 'off & on' lifestyle general merchandise.

 

The interior design of AWESOME STORE is understated and calm, catering not only to female consumers but also taking into account the preferences of male shoppers.

(Image provided by REPHOUSE)

'AWESOME STORE' interprets its brand concept with FAST LIFE GOODS, providing fashionable various general merchandise items for daily life, and also bringing new inspiration and proposals for personal lifestyle. Its affordability is also a major reason for its popularity. For example, its main products priced between 200–300 yen usually maintain around 1,500 varieties, offering a wide range to meet diverse customer needs. The product range includes everything from kitchenware to indoor decorations and stationery; from 10-yen makeup boxes, cork coasters starting at 40 yen, toiletries at 80 yen, 200-yen mugs, 300-yen pillowcases, 200-yen tablecloths, to aprons around 600 yen. Furthermore, more than 100 types of self-made products are continuously introduced each month, resulting in a fast turnover and replacement rate of goods, which keeps consumers feeling constantly refreshed.

The AWESOME STORE Omotesando branch, covering approximately 330 square meters, has a unique store design concept with its entrance on the basement level and exit on the first floor. It is inspired by the street scenes and garage style of New York's SoHo district. Both the store development and interior decoration were led and designed by REPHOUSE.

REPHOUSE, which provides a multi-faceted Lifestyle, ranges from the lifestyle general merchandise 'off & on', to the coffee and light meal service 'cafe table', as well as the Japanese-style general merchandise 'ETOWA'. It also plans to open 2–3 branches of 'AWESOME STORE' in 2014, with an expected expansion to a network of 30 stores within three years.

Unlike existing brands like 'off & on' that focus on female consumers, 'AWESOME STORE' has also put effort into capturing the male consumer market. Adjustments have been made in both store interior design and product design direction. As quoted by a company spokesperson: “It took about a year from planning to opening for 'AWESOME STORE'. Amid the growing consumer attention on affordable trendy general merchandise, our products emphasize the use of natural materials and muted color schemes to differentiate from other brands, offering consumers another choice in lifestyle.”