On June 8, Isetan Mitsukoshi opened its luxury brand e-commerce site, "NOREN NOREN ISETAN MITSUKOSHI." The name "NOREN NOREN" comes from the Japanese word "noren," a traditional Japanese curtain used to symbolize a store's prestige and trustworthiness. The name was chosen with the intention of creating a high-quality luxury e-commerce site worthy of the two noren curtains of Mitsukoshi, with its 340-year history, and Isetan, with its 130-year history. In addition to selling luxury brands, the online store will also showcase products on tablets in Isetan Mitsukoshi stores and utilize its digital catalog function to collaborate with the online store, stores, and stylists (sales staff) to propose the site's product lineup. At launch, the site will offer over 20 brands across four categories: women's fashion, men's fashion, jewelry, and luxury watches. Among the brands represented are AKRIS, BVLGARI, Chopard, CHURCH'S, COMTESSE, EMILIO PUCCI, ESCADA, ETRO, FOGAL, FRED, JIL SANDER, LOEWE, Maison Margiela, Max Mara, MORABITO, Piaget, PIERRE MANTOUX, SALVATORE FERRAGAMO, SARTORE, SEKItoWA, STELLA McCARTNEY, and Wolford. (In alphabetical order)

The store has also collaborated with Vogue Japan to launch Mitsukoshi Isetan's new owned media, "PEEK-A-NOREN WITH VOGUE JAPAN," which will introduce information including Noren Noren products, as well as regularly disseminate the latest information on fashion, jewelry, lifestyle, and more.

From this fall, the store will increase the number of brands and products it handles to include categories such as living, travel, and food and drink, expanding its scale as a luxury online store that offers products and experiences across the entire lifestyle.