三陽商会 will open the first store of its new brand AUREME on the second floor of NEWoMan Shinjuku on 10 September 2026. The collection will not be divided into distinct women's and men's sections and will comprise 3 categories, FUNCTION, DAILY USE and COMFORTABLE, along with SOMERA merchandise.
三陽商会 will open the AUREME (オーレム) NEWoMan Shinjuku store, the first store of its new brand, on the second floor of NEWoMan Shinjuku. The company formally announced the opening date and location and disclosed that the brand will be launched from the autumn/winter season.
The brand is a new in-house brand developed as part of the growth strategy in the medium-term management plan. NEWoMan Shinjuku will serve as its first location, with fashion buildings and e-commerce as its main sales channels. The target customer segment is people aged 40 and over, with the clothing intended for everyday wear.
The NEWoMan Shinjuku store will not be divided into women's and men's sections, with approximately 80% of the assortment in small sizes and approximately 20% in large sizes. The collection comprises 3 categories and SOMERA merchandise, and specific products to be offered in the store have been introduced.
AUREME plans to open stores mainly in commercial facilities in major cities, with the number of stores targeted to increase to 10 by 2031.