Serapian chooses Japan for its first major international flagship

Sérapian has just inaugurated its first international flagship store in Tokyo. The Italian leather goods manufacturer – owned by the Richemont Group – has thus chosen to consolidate its physical distribution in Japan, its leading market and a veritable laboratory for retail innovation.

Italian luxury leather goods brand Sérapian is laying the foundations for its international flagship model with its first large-scale physical outlet in Tokyo, Japan. The store is due to open in June in the luxury district of Ginza.


Beyond the importance of this market for the Milanese leather goods manufacturer, the choice of the Land of the Rising Sun is perfectly aligned with the quality requirements inherent in the country’s culture.


A strategic location

The boutique that Sérapian has chosen to inaugurate in the heart of the Japanese capital, in the upscale and lively Ginza district, surpasses its previous openings in both the size of the building and the diversity of its offering.


The Milanese leather goods manufacturer has taken up residence in a 250 m² former mansion overlooking the street, arranged over three levels. It will capitalize on its new Japanese-inspired collection, following the success in 2023 of its “Rising Sun” collection, featuring the solar motif dear to Milanese artist Gabriella Crespi, reminiscent of the ancient national flag.


The House already has three boutiques in Japan, in Tokyo, Osaka and Nagoya.

Its latest retail activations in the archipelago include a pop-up store in the Ginza Six shopping mall (2021) and the opening of a point-of-sale at men’s fashion specialist Hankyu Men in Osaka (2020).


Japan is now Sérapian’s leading market behind Italy, the United States and the Middle East.


By concentrating its efforts on developing physical distribution in Japan, Sérapian aims to capitalize on growth in the Asia-Pacific region, driven by mainland China, Hong Kong and Macao. The leather goods manufacturer’s parent company, Richemont, saw its quarterly sales grow by 4% on a comparable basis.

The brand can also count on the exacting standards and attention to detail inherent in Japanese culture to boost sales.


A player in leather goods excellence

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Featured Photo : © Sérapian

Picture of Victor Gosselin
Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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