Kipling, a Belgian fashion brand known for its unique nylon bags, is currently experiencing rapid growth worldwide under the umbrella of VF Corporation. Kipling first arrived in Japan in 2001, but has now changed its agency contract and is making a fresh start. On September 21st, the brand opened a freestanding store in Omotesando, Tokyo. We spoke with Tina Debo, vice president of product and marketing in the UK, and Takayuki Miyabe, president of L&S Corporation, the brand's exclusive distributor in Japan. Congratulations on the opening of your concept store! Tina: Since last October, we've been expanding our stores around the world, starting with London, under the concept of "One Kipling," meaning "Kipling is the same no matter where you go in the world." We have stores not only in Europe but also in Lima, Peru, Mexico, Hawaii, and other parts of the world, but the Omotesando store will be the first freestanding store in Asia with this concept. Opening a store on Omotesando's main street is also extremely significant. Tokyo is one of Asia's most influential fashion cities and shopping hubs. We have high hopes for it.

--Did you come up with the concept yourself?

Tina: The concept for our new store came about in a very interesting way. We held a workshop in London, where we gathered around 30 customers from Asia, America, and Europe. We shared ideas about what kind of style they wanted. We tried out various patterns, and if they didn't like it, we started over. We wanted to create a small, cozy House of Kipling, or "Kipling's home," together with our customers.

--That's an interesting attempt.

Tina: Kipling shops are places to "serve" products rather than sell them, so we aim to create a relaxing space. Rather than simply displaying items, we have created a corner at the back of the store with a mirror so customers can sit and relax while they choose. Kipling's target demographic, known as "Imaginestas," are 35-year-olds with children who value their families, work, and enjoy their lives. To inspire these customers, we use bright colors and, for example, attach the brand's iconic monkey charm to every product. We want them to come to Kipling stores and have fun. This is the message behind our new concept store.

--Unfortunately, Kipling isn't very well known in Japan yet.

Tina: As you pointed out, Kipling as a European brand hasn't been properly communicated to the market until now. So, I'm traveling around the world to spread the word about "One Kipling" to our "Imaginestas," a target demographic with a shared global mindset.

Kipling began 26 years ago. At the time, leather bags were the norm in Europe. The three founders decided to create something lighter, more durable, and easier to carry, something that would brighten people's moods. This resulted in the development of nylon that had been accidentally exposed to excessive heat during the dyeing process, causing it to wrinkle. Inspired by this unique texture, we developed a special nylon fabric by adding a crinkle finish to our current nylon fabric. It was a groundbreaking product that was not only fashionable, but also functional, high-quality, and durable.

--Casual yet fashionable bags are very popular in Japan, and that's why we felt Kipling had potential.

Tina: That's why we made a major change in our approach in Japan starting this January. We focused on highlighting quality and lifestyle elements to help people become more familiar with the brand. Kipling is also characterized by its large number of repeat customers. They become huge Kipling fans and keep buying from us. I believe we have built a relationship of trust with our customers, allowing us to deliver products that are worthy of their expectations. We sell in 67 countries, and we've developed large markets in Brazil and South Korea, but we still have a long way to go. We want to communicate that we're not just a brand that offers fun and colorful bags, but also a lifestyle that encourages people to enjoy life.

Continued on 2/2.