Bode, the New York-based fashion brand, is expanding its global footprint with the opening of its first store in Asia, located in Tokyo's Yoyogi-Uehara neighborhood. This marks a significant milestone for the brand, which has been carried in the region for nearly a decade, and is now taking ownership and operation of its retail presence. But what's the secret behind this move? And what can we expect from this new store? Let's dive in and explore the story behind Bode's expansion into Asia.
The Brand's Asian Journey
Bode, founded by Emily Adams Bode Aujla, has been a rising star in the fashion industry, with its unique designs and high-quality materials. The brand has been carried in 20 high-end stores across the Asia-Pacific region, including eight in Japan, with Dover Street Market and Joyce among them. However, this new store in Tokyo will be the first one owned and operated by the company, marking a significant shift in the brand's strategy.
The Importance of Retail
Emily Adams Bode Aujla believes that retail is a crucial part of the brand's success. She grew up working in retail before starting Bode, and her passion for the industry has driven her to open her own stores. She told WWD, "We love retail. I grew up working retail before I started Bode, and because we’re so passionate, we felt we could do it on our own."
The Tokyo Store: A Unique Experience
The Tokyo store, designed by Green River Project LLC, is a 2,150-square-foot space located on the ground floor of an apartment building in a residential neighborhood. The store's design is inspired by the work of Czech-American architect Antonin Raymond, who built some of the most striking institutional buildings in Tokyo. The store features a range of unique furniture, objects, and decorations, including a reproduction of a painting that hung in the Oval Office during the John F. Kennedy administration.
The Brand's Focus on Direct-to-Consumer
As Bode Aujla shifts her focus to the direct-to-consumer channel, she is scouting sites in Kyoto and Seoul, as well as London, for future stores. She believes that brick-and-mortar stores are crucial for providing the full Bode experience, and she is committed to expanding her retail presence in Asia and Europe. With several of her wholesale accounts facing financial challenges, this move makes even more sense for her.
The Future of Bode
The opening of the Tokyo store marks a significant milestone for Bode, and it will be interesting to see how the brand continues to evolve and expand its global footprint. With its unique designs and high-quality materials, Bode is poised to become a leading name in the fashion industry, and its focus on retail and direct-to-consumer channels will be key to its success in the years to come.
