Retail in Asia

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American outdoor brand Eddie Bauer begins store rollout in Japan

Mizujin will begin opening stores for Eddie Bauer from this month. Three stores opened on 6 October followed by another the week after.

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All the stores will be in shopping malls in suburban locations such as LaLaport Aichi Togo and Hankyu Square Takatsuki.

Eddie Bauer withdrew from the Japanese market in late 2021, following the cancellation of its long-standing Japanese joint venture but the brand was then signed by Itochu Shoji under a master license, with Mizujin, a menswear manufacturer affiliated to Itochu, as principal sublicensee.

The new retail strategy differs from the previous joint venture; as well as locations in suburban malls, stores are smaller at around 170 to 200 square metres compared to 350 square metres and up before.

SKUs are more limited and the ratio of menswear and womenswear configured at around 60:40, to encourage more couples.

Mizujin aims to open five Eddie Bauer stores a year, reaching 25 stores and sales of JPY3 billion in five years time.