LONDON — Anya Hindmarch has taken direct control of its previously franchised operations in Japan, where it has been present for two decades. The company said the move is part of its strategy to reinforce the brand’s presence worldwide.
Japan currently accounts for around 35 percent of its worldwide revenues. There are 26 Anya Hindmarch stores in the country, including an e-commerce shop, flagships in Tokyo’s Ginza and Aoyama districts and concessions in key department stores.
Later this year, Hindmarch plans to refurbish the Aoyama flagship and offer bespoke services, similar to those at the flagships in London and New York. The refurbished Tokyo store will have in-store craftsmen who will customize accessories.
“We have had a store presence in Japan for the last 15 years, so are very excited to take back direct control of these stores and to manage them now as our own in this important market,” said Hindmarch.
“Over the last few years, we have done a huge amount of work to energize the brand and showcase its defining creativity and humor, with an overarching focus on craftsmanship and personalization. Stepping this up in Japan is a huge opportunity for us,” she added. The brand’s franchise partner in Japan was Renown, Inc.
James McArthur, chief executive of Anya Hindmarch, said the Japan move was a natural one.
“We spent the past three years getting the company’s platforms and infrastructure right, and we now have the bandwidth to do it,” he told WWD. “There is always a real pickup when a brand takes over a franchise — there is a much closer focus.”
In the United Kingdom, Anya Hindmarch will on Saturday unveil a summer concept pop-up shop at 99 Mount Street in Mayfair. The Anya Hindmarch Mini Mart will have a supermarket theme, reflecting the mood of the autumn 2014 collection, where accessories had cereal box, biscuit and washing powder logos and designs.
The Mount Street space will showcase the runway collection on the ground floor. The Mini Mart will also offer traditional ice creams to customers throughout the summer.