#Japan #Tokyo #Sugamo #EGAO #reading glasses

A New Era of Reading Glasses in Fashion

In an exciting development for those aged 50 and above, EGAO, a total beauty salon catering specifically to women in this demographic, has introduced a fresh concept: fashionable reading glasses. Located in Sugamo, Tokyo, their flagship store, titled "EGAO Reading Glasses", aims to redefine how we perceive reading glasses—by presenting them as stylish fashion accessories rather than mere functional items.

Birth of a Stylish Vision

The company, led by President Akira Ota, has successfully managed several pop-up shops of "EGAO Reading Glasses" across various locations, generating tremendous enthusiasm amongst customers. This enthusiastic response prompted the opening of a dedicated flagship store on June 18, 2025.

Each pop-up event saw enthusiastic crowds eager to explore the latest styles of reading glasses. For many, this was an opportunity to enjoy the aesthetic appeal and personal expression that comes from wearing fashionable eyewear, challenging the stigma often attached to reading glasses.

Why Fashionable Reading Glasses?

Customer Insights

Customers have voiced a desire for more fashionable options in reading glasses. Surveys indicated that many women felt that their reading glasses often lacked style and that the offerings were predominantly functional. This insight led EGAO to innovate and create a shopping experience that is both stylish and practical.

Trends in Eyewear Retail

Typically, reading glasses are not highlighted as fashion items in traditional eyewear shops; they are often mere accessories or found at bargain stores. This widespread perception has downplayed their potential as a fashion statement. By reversing that trend, EGAO is stepping into a space filled with opportunities for creativity and individual expression.

Emphasizing Style Over Function

Studies reveal that a significant percentage of women prioritize the fashionable impression that their eyewear can provide. Data shows that 35.2% of women consider style an important factor when selecting glasses. EGAO aims to fulfill this need for stylish reading glasses, ensuring that seniors feel confident and fashionable as they wear them.

Transformation Through Shopping Experience

The pop-up shops enabled the community to engage with the new concept. Here are some key takeaways from the events:

The Joy in Selection

Each pop-up was marked by an interactive experience where customers could choose from a diverse range of glasses. Many expressed delight over finding options that suit their style, leading to conversations and vibrant shopping experiences.

Gifts and Souvenirs

The introduction of fashion-forward specs turned them into popular gift choices. Many younger shoppers came looking for trendy pairs to gift to their mothers or grandmothers, discovering a new way to celebrate family connections through fashion.

From Purposeful Buying to Impulse Buying

Previously seen as functional items solely for visual correction, reading glasses are now being purchased spontaneously. EGAO has observed that customers often leave with multiple pairs for different occasions, spurred by their reasonable prices ranging from 2,000 to 9,000 yen.

The Impact of "Fashion x Reading Glasses"

The response from all corners of society has been overwhelmingly positive. EGAO's pop-up shops, held in various shopping centers like Marui and PARCO since January 2025, have generated enormous buzz, garnering numerous sales and media attention.

Record-Breaking Sales

In an astonishing event on the SHOP CHANNEL on May 19, 2025, EGAO’s stylish reading glasses sold an impressive 1,200 pairs in just one hour, showcasing the strong demand for these fashionable accessories.

Engaging Younger Generations

Social media promotion has sparked interest among younger generations who visit the store with their family members to partake in the latest fashion trends collectively, creating novel avenues for intergenerational bonding.

Conclusion

On June 18, 2025, EGAO Reading Glasses will officially open its doors to the public in the Sugamo area of Tokyo. As Japan's first dedicated reading glasses shop, this destination invites customers from all walks to explore an innovative retail experience centered on self-expression through fashion. We encourage everyone to visit, discover new styles, and enjoy the unique atmosphere of EGAO Reading Glasses.

Location: 4-15-10 Sugamo, Toshima-ku, Tokyo, Japan 170-0002
Phone: 03-6555-1385
Website: EGAO Reading Glasses
Open: From June 18 to July 13, except for July 1 and 2. Visit the website for updated hours post July 14.