Hermes re-opens renovated and extended retail space in Sendai

1 min readUpdated Jun 4, 2025Sep 11, 202011:01 PM

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Luxury Maison Hermes has unveiled its refurbished store in the Fujisaki Department Store in Sendai, Japan.

“This reopening marks a new chapter for Hermes in this Northern city of Japan, where it has been present since 2004,” the company said in a statement.

The store’s new design is inspired by Sendai’s natural environment – the city is known as “The City of Trees” – and the floor space has been expanded to 144sqm.

The store’s facade features floor-to-ceiling glass windows and copper-colored steel, offering a clear view of the interior from the outside.

Designed by Parisian architecture agency RDAI, the interior was divided into two open-plan spaces. At the entrance, the floor features mosaic tiles “in subdued Havana-and chocolate-brown hues, complete with iridescent cabochons”.

Hermes Fujisaki offers a wide selection of products, including silk collections, fragrances, and fashion accessories. The collections for the home, featuring homeware and tableware, including the new Hermes Passifolia service, complete the displays in this initial area. The store also houses a VIP lounge for “enhanced privacy”.

“While the entrance area is characterized by mineral, airy and bright accents, the second section creates a more muted atmosphere with carefully selected fabrics and carpets,” the company said.

“This renovated address showcases the house’s craftsmanship and freedom of creation through its exceptional objects and the enhanced experience it offers its customers and new visitors

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What this means

Hermes’ renovation and expansion in Sendai, a long-standing location, represents a calculated move to deepen its footprint in a mature but resilient Asian luxury market. The significant increase in floor space and inclusion of a VIP lounge are designed to elevate the in-store experience, pressuring rivals to similarly invest in unique physical touchpoints. This strategy contrasts with simple new store openings, focusing instead on enriching existing customer relationships. Given Hermes' consistent luxury positioning, this move is likely to succeed in reinforcing brand loyalty and attracting new affluent consumers in Northern Japan. Competitors without a similar legacy in such established locations may find it challenging to replicate this depth of engagement. The next indicator will be whether this leads to further significant upgrades of long-standing luxury locations across Japan.

Minjun Park

Questions & Answers

What is the new size of the Hermes store in Sendai?

The renovated retail space has been expanded to 144 square metres. This is a larger footprint for Hermes within the Fujisaki Department Store in Sendai.

Which firm was responsible for the design of the renovated store?

The store's design was created by RDAI, a Parisian architecture agency. They incorporated elements inspired by Sendai's natural environment into the concept.

What types of products are available at the refurbished Hermes store?

The store offers a wide selection including silk collections, fragrances, and fashion accessories. It also features homeware and tableware, such as the new Hermes Passifolia service.

What is the design concept for the interior of the new store?

The interior is divided into two open-plan spaces. The entrance area has mineral, airy, and bright accents, while the second section creates a more muted atmosphere with carefully selected fabrics and carpets.

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