L'ECHOPPE, a new men's select shop launched by Baycrew's Co., Ltd., will open in Minami-Aoyama on April 25th. The store is located at 5-5-4 Minami-Aoyama, Minato-ku, Tokyo. Like the delicatessen shops (deli shops) of Paris frequented by gourmets, L'ECHOPPE offers a seasonal wardrobe that stimulates the sensibilities of fashion gourmands. It's a place where even mature men who have experienced various styles can rediscover fashion. In addition to fashion items, the basement floor will also feature the first SHISEIDO MEN store, the prestige men's line from Shiseido's global brand. The line, which focuses on men's skin's barrier function, will sell a total of 19 items, including body care and fragrances, and will also offer lifestyle suggestions that go beyond cosmetics.

In addition, the opening of this store brought together the efforts of a diverse group of creatives. First, the store design was handled by CUT architectures, a Parisian architecture and design firm specializing in urban, artistic designs, and known for its work on Damir Doma stores and Galeries Lafayette Group offices. The store's interior, which incorporates four elements from Parisian épiceries, consists of three floors—two above ground and one below—each with its own unique spatial presentation.

The shelves feature the 606 Universal Shelving System by Dieter Rams, one of the leading industrial designers of the 20th century. The store's graphic design was handled by Hélène Marianne, a Paris-based typographer, graphic designer, and letter designer. The combination of the "L" and "E" in the store's name evokes the image of a traditional Parisian épicer (shop), while also evoking a contemporary atmosphere.