With the March Doll Festival approaching, sales of Hina dolls at Mitsukoshi Isetan are booming, surpassing the pace of last year.
At Mitsukoshi Nihonbashi Main Store, sales are up approximately 160% year-on-year. The most popular item is the "standing Hina doll display." Other items include the "Osho-kazari" (prince and princess display), which allows you to enjoy adding more ornaments and dolls as your child grows; compact displays, which have been in high demand in recent years; and storage displays, which allow dolls and accessories to be stored inside the display stand.
In addition, the "Mitsukoshi Chronicle" window in the underground concourse in front of Mitsukoshi Station will be showcasing a display titled "MATARO: The Art of a Legitimate Kimekomi Doll Successor" until March 3rd, themed on the manufacturing process of Mataro dolls, the signature Kimekomi doll. This is a reference to the fact that the area around Mitsukoshi Nihonbashi was home to many stalls selling Hina dolls during the Edo period. This year, the store is also focusing on online sales, and orders are expected to increase as the peak season approaches.
The Isetan Shinjuku store launched the service on January 2nd, and sales have also exceeded those of last year. The store has strengthened its selection of tiered Hina dolls, including modern, compact types suited to modern living spaces and a "Choose Your Own Hina Doll Set" that allows customers to create their own original Hina dolls by combining last year's popular Emperor and Empress dolls (7 types in total) with their favorite folding screens, stands, and display sets (3 types in total). High-priced items are also selling well. This year, the store has expanded its online shop offerings, and has seen an increase in inquiries.
In addition, the store's kimono section on the 7th floor of the main building is hosting an event titled "My Hina Collection" until February 24th, showcasing modern Hina dolls created by interior designers and Japanese artisans. Products for adults who want to enjoy Hinamatsuri not only as a celebration for children but also as interior decorations that evoke the arrival of spring will also be available.
