TOKYO — Japanese department store operator Sogo & Seibu is launching a new high-end private label clothing line in a bid to reach older and more quality-conscious shoppers.
Sogo & Seibu, part of retail giant Seven & i Holdings, said the new brand will draw on both in-house design talents and collaborations with established brands. The new line, called Limited Edition Platinum, will hit stores in the spring and targets customers with a “mature sensibility” and discerning eye for quality, the retailer said.
Sogo & Seibu said the brand’s designs will use the best materials available and will be manufactured by world-class Japanese factories and artisans also used by top international designers.
For the first collection, the retailer has collaborated with Yasutoshi Ezumi, a designer who shows his eponymous collection during Tokyo’s fashion week, on a series of casual yet elegant knitwear, starting at 18,000 yen, or $149 at current exchange, per piece.
For the line’s accessories offering, Hideaki Mihara has designed a luxury handbag crafted from crocodile leather, which is priced at 400,000 yen, or $3,319. The brand also tapped Katsuyuki Kodama for men’s order-made bags utilizing rare materials and starting at 130,000 yen, or $1,079.
Seven & i Holdings has been stepping up its private label game recently. Last year, it launched a clothing brand called Sept Premieres and collaborated with Jean Paul Gaultier on a capsule collection for it.
Japanese department stores, which have lost some of their competitive edge in recent years, are tweaking their formats and product ranges in a bid to lure customers. This week, Isetan Mitsukoshi is opening a duty-free store in downtown Tokyo.