This fall, World will open ORTI JUE'9, a general goods store aimed at couples in their 20s and 30s, directed by Hiroko Hayashi, the designer behind the bag brand "Hiroko Hayashi." While Hiroko Hayashi focuses on materials and techniques and caters to an upper-class adult demographic, ORTI JUE'9 will target a younger generation of men and women, primarily opening stores in train stations and fashion malls. The lineup of products, both original and purchased, is filtered through the concept of "art." The store offers a wide selection of items, regardless of gender or age, including primarily original bags, wallets, and other accessories; objets d'art purchased from across Europe, primarily Italy; candlesticks, wine openers, stationery, and unisex apparel such as printed T-shirts and cashmere stoles. Even the same design will be offered in a wide variety of materials, sizes and colours.

For their debut this autumn/winter, they have planned a canvas tote bag featuring an illustration by Italian sculptor Giovanni De Francesco. They will continue to propose unique products each season.