PAÑPURI opens its first street-level flagship store in Japan and accelerates domestic expansion from Aoyama

PAÑPURI has opened its first street-level flagship store in Japan in Aoyama, positioning it as a base symbolizing the brand’s full-scale expansion in the Japanese market. The store offers the full range, including fragrances and body care products, from opening and provides a bespoke fragrance-blending experience. A wellness spa is scheduled to open on the second floor by 31 October, establishing an integrated retail and spa offering.

The concept for the Aoyama store is “THE SANCTUARY OF BEGINNING.” The first floor centers on the fragrance experience, with a space designed to engage all five senses: sight, sound, taste, smell and touch. Decorations are kept to a minimum, with an emphasis on light and quiet. Visitors can experience the longevity of the fragrances and a sense of balance between mind and body.

The first floor offers 10 alcohol-free eau de parfums designed for use on hair as well, allowing customers to enjoy the fragrance close to themselves without projecting strongly around them. The store also carries candles in an Aoyama-exclusive color. In the bespoke fragrance-blending experience, customers choose a fragrance from 25 or 40 ingredients, then select combinations of essential oils, room mists and diffusers to create a one-of-a-kind scent.

PAÑPURI regards Japan as a key driver of future growth and has stated that it plans to build brand value against a backdrop of Japan’s preference for experience-focused purchasing. Following the installation of a permanent counter at Isetan Shinjuku, and pop-up stores in Kyoto and Kobe, the brand plans to open stores at Newoman Yokohama, GINZA SIX and Grand Front Osaka, using the Aoyama store as its starting point. Looking ahead to expansion in major cities, including the Kansai region, it aims to strengthen its brand presence over the next 3 years. Overall, PAÑPURI has stated that it will accelerate growth in Asia and globally, including Japan, by leveraging its group foundations, such as the acquisition of shares in Thailand’s PURI.