#Japan #Tokyu Department Store #ShinQs #Hiyoshi #Shibuya, Hiyoshi

ShinQs by TOKYU DEPARTMENT STORE and Tokyu Department Store Hiyoshi Name Changes

On June 11, Tokyu Department Store made a significant move by renaming "Shibuya Hikarie ShinQs" to "ShinQs by TOKYU DEPARTMENT STORE" and "Hiyoshi Tokyu Avenue" to "Tokyu Department Store Hiyoshi". This marks a revival of the traditional department store brand, aiming to enhance customer experiences through store revamps and special events aligned with the name changes.

The Legacy of Tokyu Department Store

Since its opening in 1934 as the first full-scale terminal department store in the Kanto region, Tokyu Department Store has established a long-standing legacy along the Tokyu line. The department store has continually provided unique shopping functionalities such as personalized service, gift support, exclusive merchandise, and a deep connection with customers, thereby contributing significantly to the community's value.

With ongoing redevelopment labelled as a once-in-a-century opportunity around Shibuya Station, Tokyu Department Store is expanding its offerings in the city to over 27,000 square meters with specialized sections in food and beauty. The name change to "ShinQs by TOKYU DEPARTMENT STORE" represents their commitment to evolve and enhance this retail landscape further.

Refreshing Store Experiences

In tandem with the name change, a new tagline has been introduced: "Items you want today, to change your tomorrow." This phrase encapsulates the store's vision of being an indispensable presence in the customer's life, fueling a strong customer connection through memorable experiences. The revised tagline is part of an initiative to deepen the bond with each customer by offering significant experiences during life milestones.

Revitalizing Beauty Offerings

One of the key changes is the renovation of the beauty floor at ShinQs. This includes:

• - Nose Shop: Opened in February, a niche fragrance depot housing emerging brands from around the world, offering a space for deep and rich brand experiences.
• - I Am: Expanded in April, focusing on bringing happiness through self-expression with fragrances, body care, and lifestyle items that resonate with life’s moments.
• - Fragrance Counters: New openings from brands like Chloe, Gucci, Tiffany, and Burberry introduced in May, allowing customers to find fragrances suited to their lifestyle and preferences.
• - Beauty POP-UP Space: Slated to open in October, offering experiential content that introduces high-sensitivity customers to first-time brands and beauty products.

New Everyday Essentials

In response to frequent customer requests, new brands and items are set to enhance general daily living. For example:

• - Tabio Socks: Launched in May, this premium brand provides stylish legwear aimed at a global audience.
• - Plus Vendome: Expected to debut in August, introducing self-empowerment jewelry aimed at enhancing individual style and everyday life.

Hiyoshi Store Enhancements

In conjunction with the name change of Tokyu Department Store Hiyoshi, there are plans to bolster its area presence as a central hub for local residents, especially with the demographic shift towards working families. Key enhancements include:
1. Refreshing the Food Floor: Ongoing updates to create a more appealing shopping environment.
2. Sweets Nomad Section: A relocation and expansion of the sweets section offering local and nationwide delicacies, expected in October.
3. New Shop Introductions: Reflective of local customer preferences, expanding selections of casual wear and seasonal lifestyle products.

Special Events to Commemorate the Changes

To celebrate the store name changes, a series of special initiatives and events have been planned:

• - Pop-Up Events: Featuring new brands focused on creativity and beauty from June 11 to July 17 at ShinQs.
• - Daily Sweets Giveaways: For purchases over 5,000 JPY, customers will receive original sweets through June 17.
• - Community Engagement Events: Including music performances on June 14 and promotional giveaways featuring local characters.

In summary, both "ShinQs by TOKYU DEPARTMENT STORE" and "Tokyu Department Store Hiyoshi" aim to establish deeper connections with their customers while providing innovative shopping experiences and celebrating their storied legacies. With a fresh identity and renewed focus, they are set to enhance their place in the community for future generations.