Kipling 2/2 - Pioneer of bag charms [INTERVIEW]

Nov 5, 2013

--When I think of Kipling, I think of the monkey charm.

Tina: The brand name comes from Nobel Prize-winning author Rudyard Kipling, and the monkey in our logo originated when our founder used a monkey from his book, "The Jungle Book." The charm didn't originally come with a charm, but after learning how well-liked the monkey logo was, we decided to add one in the 1980s. The monkey charm quickly became a huge hit, becoming a beloved brand icon around the world, synonymous with Kipling. The monkey is like a symbol of "not worrying." It's like incorporating playfulness into a bag. While every brand does it these days, Kipling was actually the pioneer of the idea of attaching charms to bags. We're considering selling monkey-themed accessories in the future. We hope to bring even more enjoyment to our customers along with the monkey.

--Now, I'd like to ask President Miyabe Takayuki about our expansion into Japan. In Japan, similar bags are popular, especially among the child-rearing generation, and it seems like a brand with potential for further growth.

Miyabe: We signed a contract in January of this year, and the brand will be making a fresh start in Japan. Kipling has a wider product range than is known in Japan. In that sense, it has a broad customer base, and I realized that only a small part of it had been available in Japan. Fortunately, we found a suitable location in Omotesando, allowing a wide range of customers to enjoy the brand.

--What are your plans for future store expansion?

Miyabe: We currently have five stores, with stores in Chiba Parco, Omotesando, two in Yokohama and Kohoku, and a separate outlet. We would like to open at least five stores next year, and ideally around ten, but we have to coordinate with our neighbors (laughs). By 2020, we hope to have around 50 concept stores. I think the brand has a lot of potential, so we want to pursue it aggressively.

--Will you be expanding the items you offer?

Miyabe: We've started offering not only bags, but also a variety of peripheral items such as accessories, scarves, bracelets and notebooks. The bags themselves are new and different to the Kipling we've seen up until now, so I think we'll be expanding quite widely.

--We're also seeing an increase in items that appeal to younger people.

Miyabe: I think these are items that will really resonate. We learn from what young people have to say about products that might work, and we've established a process where we can introduce them in conversation with brand holders, so I'm really looking forward to the future.
飯塚りえ
  • From left: Takayuki Miyabe, CEO of L&S Corporation, and Tina Debo, Vice President of Product & Marketing
  • The iconic monkey is also used on the desk legs.
  • Monkey Charm
  • Monkey Charm
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