W Tokyo is partnering with Manila online shopping company Hallohallo to open a Tokyo Girls Collection (TGC) store in the Philippines.
Set to launch in May, the boutique will be at the Vertis North complex in Quezon City, Manila. In the mall’s Japan Town section, which features Japanese restaurants and retailers, the store will sell kawaii (cuteness) clothing, wigs and accessories targeting teenage girls and women in their 20s. The collection will be curated from up to 20 Japanese fashion brands.
A feature of the 965sqm store will be a runway and stage for events featuring local models.
Hallohallo will run the shop while W Tokyo will choose brands, run promotions and stage events.
W Tokyo will also team with Japanese live-streaming service Showroom to feature events at the store and salespeople introducing products.
“We want to implement a business model combining brick-and-mortar stores and live commerce in Japan as well,” says W Tokyo president Noriyoshi Murakami. The aim is to find success first in the Philippines before tackling Japan, where shopping malls often restrict the type of sales events stores can hold.
Hallohallo has also partnered with Japanese trading house Mitsubishi and Philippine conglomerate Ayala Group to sell Japanese products.