TOKYO — Chanel’s experiment with its first freestanding beauty store has come to an end.


The French brand quietly shuttered its Tokyo store the day after Christmas, claiming that the boutique’s location on the ground floor of a new retail complex in Aoyama did not meet the company’s expectations.
The company opened the 1,506-square-foot store in April 2009 with a certain degree of fanfare about the novelty of the concept. Peter Marino designed the interiors featuring the house’s signature hues of white, black and beige as well as tweed upholstered chairs.
“The concept was absolutely not the problem, our visiting customers loved it and repeaters were numerous. However, the environment did not answer any more to our level of expectation,” said a Chanel spokeswoman.
She went on to state that the company is trying to find new ways to reach Japanese consumers as they distance themselves from luxury and the beauty store was part of that strategy. The spokeswoman said the brand might revisit the idea of a beauty store if the right opportunity were to come along.
Back at the time of the store’s opening in the spring of 2009, Richard Collasse, president of Chanel Japan, said the concept targeted aspirational customers.
The executive declined to discuss financial details but said the store was an expensive project in terms of rent, design and logistics.

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