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Limi Yamamoto: Beyond Tokyo

Limi Yamamoto plants first retail venture outside of her native Tokyo in Paris.

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PARIS — Planting her first retail venture outside of her native Tokyo, where she boasts two stores, Limi Yamamoto last Thursday feted the opening of a signature boutique at 13 Rue Turbigo here.

This story first appeared in the December 16, 2008 issue of WWD.  Subscribe Today.

The store, expected to generate 600,000 euros, or $770,000 at current exchange in its first year, is dedicated to Feu’s women’s line. Kid’s wear may be introduced next year.

Announced by a black iron gate carrying a no-logo sticker in searing pink and a long carpet dyed in the same Day-Glo shade, the shop is located in a glass-front structure at the end of a plant-filled cobbled courtyard.

“It’s like a hidden house,” said the designer, who for the past year has already been using the 2,000-square-foot space as a showroom. Commercial sales will continue to be held there during market weeks, with a calendar on the Limi Feu Web site set to keep customers abreast of the store’s activities and opening times.

Designed by Yamamoto, the lofty store boasts a conservatory-style antique glass roof at its center, beech wood floors, graphic light panels and mobile black metal clothing rails.

Knitwear and accessories, such as packs of socks and wool collars edged with chains and crystals, come scattered on wooden display tables, while homey touches include a black sofa on wheels and a round vintage table from Yamamoto’s family home in Tokyo. The designer also selected the store’s music.

Launched in 1999, the Limi Feu brand, which has been showing in Paris for three seasons, is distributed in her father Yohji Yamamoto’s flagships in Antwerp and New York, as well as a selection of multibrand and department stores worldwide.

The brand generated 12 million euros in 2007, or around $16.4 million at average exchange for the period.

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