AWESOME STORE – A Popular General Goods Boutique on Tokyo’s Omotesando

This new low-cost lifestyle general goods boutique, ‘AWESOME STORE,’ officially opened its first store on April 16. The location is the former site of the Wendy’s hamburger restaurant on Omotesando, well known to visitors who love the area. It’s also not far from competing brands such as “Flying Tiger Copenhagen” and “ASOKO,” just a 5 to 7-minute walk away. The company behind the operation and launch of the ‘AWESOME STORE’ brand is REPHOUSE, which has built a reputation across Japan for its “off & on” lifestyle goods.

 

The interior of AWESOME STORE features a restrained and calm design, catering not only to female shoppers but also taking into account the preferences of male customers.

(Photo provided by REPHOUSE)

‘AWESOME STORE’ interprets its brand concept through FAST LIFE GOODS, offering stylish everyday miscellaneous items that also provide new inspiration and ideas for personal lifestyle. Its affordability is another major reason for its popularity. For example, there are usually around 1,500 best-selling items priced between 200–300 yen, offering a wide variety to meet diverse customer needs. The product range includes everything from kitchenware to indoor decorations and stationery. Items range from 10-yen makeup boxes, 40-yen cork coasters, 80-yen toiletry items, 200-yen mugs, 300-yen pillowcases, 200-yen tablecloths, and aprons around 600 yen. Each month, over 100 self-produced items are continuously introduced, resulting in a fast turnover and replacement rate of goods, which keeps the shopping experience fresh for consumers.

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

REPHOUSE, which offers a multi-faceted Lifestyle approach, ranges from lifestyle goods under ‘off & on,’ to ‘cafe table’ which serves coffee and light meals, as well as ‘ETOWA’ which carries traditional Japanese-style goods. The company also plans to open 2–3 more ‘AWESOME STORE’ branches in 2014, with an anticipated expansion to 30 stores within three years.

Unlike existing brands like ‘off & on,’ which target primarily female consumers, ‘AWESOME STORE’ has also made efforts to appeal to the male market. Adjustments have been made in both store design and product direction. As quoted by a company spokesperson: “It took about a year from planning to opening for ‘AWESOME STORE.’ With affordable, trendy general goods attracting consumer attention, our products emphasize the use of natural materials and muted color schemes to differentiate them from other brands, offering customers another choice in lifestyle.”