BIGGER IN JAPAN: Etro’s home division is landing in Japan.

The fashion house is adding a 2,152-square-foot space to its Ginza flagship in Tokyo — first opened in 2000 — to serve as an Etro Home store and showroom.

To mark the occasion, the brand hosted an in-store event on Monday in the presence of chief executive officer Fabrizio Cardinali and its global brand ambassador and singer and actor Kaito Takahashi, along with a selection of guests hailing from the design, fashion and lifestyle communities.

The additional space will begin officially operating starting July 23 and act as the first Etro Home outpost in Asia, telegraphing the strategic importance of the Japanese market for the brand and consolidating its lifestyle vision on an international scale, which has been recently reinforced by the launch of Etro branded residences projects around the world. 

The new space follows in the footsteps of the Etro Home location in Milan’s Brera district — first opened in 2014 — and was conceived in close collaboration with Oniro Group, which has been producing and distributing the Etro Home Interiors collection since 2017. The location in Japan will showcase a comprehensive range of furniture, textiles and home accessories, with the space divided into living, dining and bedroom areas to offer customers styling suggestions.

A selection of new designs unveiled at the latest edition of Salone del Mobile in Milan and marked by Etro’s distinctive use of intricate patterns and luxe fabrications will also be on display.

Key pieces include the Woodstock sofa, the Quiltana and the Reed armchairs, as well as the Frame low tables with bamboo accents. The Etro Home textile collection, which comes with a wide range of customizable options for personalized curtains, cushions and fabric furnishings, is central to the offering as it directly nods to the roots of the house.

Etro launched as a textile company in 1968. Ever since it has placed fabric, pattern and color at the core of its identity and at the center of the creativity of all the product categories it has expanded into, including women’s and men’s ready-to-wear and accessories.