Longchamp opens the biggest store in Asia

French leather goods brand Longchamp officially opened its biggest Asian store in Tokyo in October 2017. The move signals a move to attract more Japanese clientele to the Parisian brand, as well as tourist shoppers visiting Japan.

Dubbed ‘La Maison Omotesando’, the Japanese flagship store is located on Tokyo’s prestigious Omotesando Avenue. Standing 35 metres high and covering 500 square metres of retail floor space, the Asian flagship opened to much fanfare 19 October 2017, with the attendance of French actress – and Longchamp fan — Audrey Tatou.

Inside, the Tokyo store sells Longchamp’s complete range of leather goods and handbags, as well as footwear, women’s fashion and menswear, the latter a collection-first for the Japanese market, which is located on the basement level of the multi-level store.

In time for the new store launch, the luxury leather goods company unveiled its ‘Intempor’elle’ collection too. The autumn 2017 collection is composed of ready-to-wear pieces, handbags and boots. Key items include an updated two-tone Pénélope bag, studded and panther-print calf fur versions of the iconic “Mademoiselle Longchamp” messenger, and a clutch sporting a winged-horse motif.

Speaking at the opening, Jean Cassegrain, Longchamp managing director, said the store will serve as a showcase of the brand’s way of life and collections.

“This strategic and attractive store, which will serve as a showcase for our brand and our craftsmanship, allows us to welcome more Japanese clientele, but also tourists from across the globe, with whom we will have the pleasure of sharing the French way of life, and the creativity and quality of our collections,” said Cassegrain.

With 210 sales points in Asia, the Asia market represented 28 percent of Longchamp’s total revenues in 2016.

Founded in 1948, the Paris brand is sold in 80 countries across 1,500 sales points globally. This includes namesake stores and franchises, department store counters, leathergood retailers, airport concessions and online stores. The firm directly operates 300 stores worldwide.