Tokyu Hands has announced "WORK HANDS," its first fashion store developed in collaboration with BEAMS. Starting in early October, the store will open as in-stores in Tokyu Hands stores in Shibuya, Shinsaibashi, Hakata, and Yokohama.
This new store format originated from a proposal that won an award for excellence in an internal business proposal competition held by Tokyu Hands a year ago. Lacking apparel expertise, the company applied to the "Collabo Concierge" cross-industry collaboration project service offered by Cosmo Communications, an advertising agency with many fashion brand clients, which led to the collaboration with BEAMS.
The store's concept is "Style for a creative life." It offers original and purchased products, including daily wear and household goods for men and women in their 30s and 40s who enjoy hobbies like DIY and gardening. It covers not only everyday items but also lifestyles in general. Selected products will be purchased collaboratively. The two companies have also launched an original workwear brand, "WORK HANDS x BEAMS," with a 50:50 mix of original and purchased items. BEAMS will support buying and merchandising, with the brand's men's creative director, Kubo Hiroshi, taking the lead in directing.

In addition to brick-and-mortar stores, sales have also begun at the Tokyu Hands online store. From next year, there are plans to open standalone stores, including street-level stores.