Japanese retailer Lumine has opened its second overseas location with a launch at Jakarta’s Plaza Indonesia. The opening was timed to coincide with the 60th anniversary of diplomatic relations between Indonesia and Japan, offering a “Tokyo Mood” retail concept where consumers can experience a retail atmosphere that recalls the shopping environment of the Japanese capital.
As a multi-brand lifestyle venue, Lumine Jakarta targets internationally-minded independent women, offering Japanese fashions as well as general lifestyle merchandise and men’s fashion brands. The store introduces 20 brands to Jakarta for the first time. It also features a cafe serving health-conscious Japanese cuisine.
Japanese urban retail concept Lumine is set to open its first store in Jakarta in December.
Opened in partnership with local retailer Time International, the store at the Plaza Indonesia mall will be Lumine’s second overseas location. The launch is timed to commemorate the 60th anniversary of the establishment of diplomatic relations between Indonesia and Japan.
President and CEO of Lumine Yuji Morimoto said: “We are very excited to launch our second overseas store, to collaborate with a leading retailer Time International, in Plaza Indonesia. For both Indonesia and Japan, this year is a meaningful anniversary. We hope to become a place that stimulates the sensibilities of our customers, not just a place where they can purchase products.”
The approximately 1200sqm specialty store offers chic Japanese lifestyle and fashion brands.
Offerings include womenswear, menswear, miscellaneous lifestyle goods, and a café. Its main target customers are independent women with a global outlook who are sensitive to trends and possess unique and distinctive styles.
Lumine operates 15 branches in Japan and one in Singapore, which opened last November.
LUMINE opened in Singapore’s Clarke Quay Central with an exciting new shopping experience.
Visitors to the mall found a mall-in-mall experience in LUMINE, where they can have their pick of Japan — and eat it too. Both established and younger brands will be available, as well as an in-house café that is the first of its kind. To kickstart the festivities, LUMINE introduces a guiding philosophy, I Am Who I AM, which is derived from LUMINE’s aim to inspire the sense of taste and value via variability in fashion from Japan for Singaporean women.
I Am Who I AM promotes self-confidence and encourages women to be as beautiful inside as they are on the outside, through one’s personal journey of growth. As part of the launch in Singapore, the brand presents popular individuals from Singapore and Japan who strive on being different and are not afraid to express themselves.
“Opening in Singapore is a very important milestone in our business plan because it is an important gateway to the Asian market and pivotal in positioning the brand on the world map. LUMINE chose to be in Singapore because of its vibrant business climate and strategic positioning. Having a presence in Singapore opens doors to many new opportunities. We have also set our sights on other Southeast Asian markets,” said Mr Naokazu Kozakai, Managing Director of LUMINE Singapore.
With expertise in direct management and subleasing, and an unprecedented access to more than 2,200 tenants in its malls, LUMINE Singapore aims to be the platform in which Japanese brands can jumpstart their entry and successfully penetrate into the local market, and subsequently other markets in the region.
Kozakai says, “Singapore’s market is a strong indicator of the Southeast Asian retail climate. She is a renowned shopping paradise and consumers here have a cosmopolitan mix. We believe the data acquired from our research and experience in Singapore will be an important model case study for our future business plans.”
The 10,000 square feet specialty lifestyle store is targeted at independent and sophisticated women; Clarke Quay Central was chosen for her prime geographical location in the city centre. In addition to replicating the first-class shopping experience offered by LUMINE’s 15 malls in Japan, LUMINE Singapore aims for its store to be a place where fashion, art and people interact. This results in the birth of LUMINE café which will be operated by Create Restaurants Asia Pte. Ltd.
Set in a clean, simple and modern space design, the new store presents a collective of 20 on-trend wardrobe must-have fashion brands targeted at sophisticated women with a strong sense of individuality. The selected brands are iconic in Japan and enjoy immense popularity within LUMINE Japan; they are: TOMORROWLAND, IÉNA, Spick & Span, snidel, FRAY I.D., Lily Brown, Mila Owen, MOUSSY, SLY, Ungrid, LAGUNAMOON, shoes and accessories brands Le Talon, drama H.P.FRANCE, roomsSHOP and exclusive offerings from the popular Japanese eyewear brand Zoff (which recently also launched in Hong Kong).
The brands’ offerings range from wardrobe fundamentals such as classic, quality wear and timeless basics with modern twists, to interesting and unique designs that give an outfit that necessary flair. With a price range of SGD$15 to SGD$850, shoppers can certainly expect a wide variety with quality Japanese craftsmanship.
Apart from the success of its exciting shopping concept, sound brand curation ethos and high-quality product offerings, the retail company also invests heavily in market research and a brand incubation programme is introduced, as part of its business strategy.
“We have created a space as a testbed for Japanese brands in the new store called LUMINE LAB. It aims to share and explore the diversity in Japanese fashion and craftsmanship to Singapore with a vision to create a new fashion culture in Singapore.” Kozakai shares.
An exciting line-up of influencer-based Japanese brands including EMODA, MURUA, MERCURYDUO, rienda and And Couture, was the first collection of brands to be under the LUMINE LAB concept space.
For the opening, LUMINE Singapore partnered with strong, independent women from Singapore and Japan who strive on being different and are not afraid to show it. This includes musician and entrepreneur, Aarika Lee, entrepreneur Savina Chai, food artist Suwa Ayako, model and DJ Una, musician Yuuki (YJY), and many others.
These partnerships are a perfect symbolism of LUMINE Singapore’s I Am Who I AM philosophy and aims to encourage a new fashion conversation in Singapore, thereby illustrating and reinforcing and the mix-and-match shopping concept LUMINE aims to offer.
Japanese fashion and food both feature in the new Lumine Singapore fashion mall in Clarke Quay Central.
For its launch, in line with its philosophy “I am who I am”, the mall invited Japanese and Singapore personalities known for their individuality.
“Singapore is an important milestone in our business plan because it is an important gateway to the Asian market and pivotal in positioning the brand on the world map,” says Lumine Singapore MD Naokazu Kozakai.
With expertise in direct management and subleasing, plus access to more than 2200 tenants in its malls, Lumine intends its Singapore mall to be a platform for Japanese brands to jumpstart their entry in the city and other markets in the region.
As tipped in July, the 10,000sqft (930sqm) specialty lifestyle store targets independent, sophisticated women, offering the same shopping experience as its 15 malls in Japan. Included is Lumine cafe, which will be run by Create Restaurants Asia.
Lumine Singapore offers a collective of 20 fashion brands that are iconic in Japan including Fray ID, Ien, Lagunamoon, Lily Brown, Mila Owen, Moussy, Sly, Snidel, Spick & Span, Tomorrowland and Ungrid. There are also shoes and accessories from Drama HP France, Le Talon and RoomsShop, plus exclusive Zoff eyewear.
A brand incubation program is part of Lumine’s business strategy. “We have created a space as a testbed for Japanese brands in the new store called Lumine Lab,” says Kozakai. “It aims to share and explore the diversity in Japanese fashion and craftsmanship.”
Featuring first in the space are influencer-based Japanese brands including And Couture, Emoda, MercuryDuo, Murua and Rienda.
Among women attending the official opening were musician/entrepreneur Aarika Lee, entrepreneur Savina Chai, food artist Suwa Ayako, model/DJ Una and musician Yuuki (YJY).
