[Edaily Reporter Shin Ha-yeon ] #AU BRANDZ Co., Ltd is opening its first brick-and-mortar store since the launch of its Japanese joint venture (JV) and is set to expand its business in Japan. The company plans to accelerate its expansion in the Asian market by applying the experience it gained in China—where it expanded its retail network based on a JV—to the Japanese market.

AU BRANDZ Co., Ltd announced on the 14th that its Japanese joint venture, “AU BRANDZ JAPAN,” has officially opened a Rockfish Weatherwear store at Shinjuku Lumine 2.

This store marks the first brick-and-mortar location to open since the establishment of the Japanese joint venture last August. While the existing Harajuku and Osaka stores were operated primarily by local partners, starting with the Shinjuku Lumine 2 location, the joint venture will take over integrated management of product operations, store expansion, marketing, and online channels.

Shinjuku Lumine 2 is a shopping complex directly connected to Shinjuku Station and is a fashion hub that attracts many female customers in their 20s and 30s. At this location, AU BRANDZ Co., Ltd is showcasing Rockfish Weatherwear’s “All Season” product line, including Mary Janes and sneakers.

The store officially began sales on the 11th, and the company’s official Japanese online store opened on the same day. The company plans to integrate operations between key offline retail districts and direct-to-consumer (D2C) channels, including the sale of Lumine-exclusive products through its online store.

AU BRANDZ Co., Ltd has previously expanded its local operations in China through joint ventures (JVs). It currently operates 28 stores in China and aims to establish a network of 40 stores by the end of the year. Starting with the Shanghai Bister and Guiyang MIXC in July, the company opened stores in succession at Harbin City Hall Hongchang and Ningbo Banji in August, followed by Hangzhou Xiaoshan MIXC in September. The company is also expanding its presence to locations such as Guangzhou Taigu Hui and Zhengzhou Dayuecheng.

The company plans to apply the experience it has accumulated in China—including store openings in key commercial districts, customer response analysis, store operations, and online and offline marketing—to the Japanese market as well. The strategy involves pursuing external growth through store expansion in China while simultaneously raising brand awareness in Japan by entering major commercial districts.

Store openings in Japan will continue. The company is planning to open a flagship store in Osaka’s Shinsaibashi district by the end of November, and next year, it plans to open five additional stores, including a flagship store in Tokyo’s Shibuya district, as well as locations at Nagoya PARCO, Tokyo Shibuya PARCO, Nagoya JR Gate Tower Mall, and LUCUA Osaka.

An AU BRANDZ Co., Ltd official stated, “AU BRANDZ Co., Ltd’s growth in China is not merely the result of overseas store openings, but rather the outcome of integrated management of products, stores, marketing, and data based on a local joint venture (JV),” adding, “The opening of Shinjuku Lumine 2 marks the first instance of expanding the retail growth formula validated in China to the Japanese market.”

The spokesperson continued, “While our existing stores in Harajuku and Osaka served to confirm the potential of the Japanese market, Shinjuku Lumine 2 marks a turning point where the operational leadership and expansion pace of our Japanese business are shifting within the joint venture framework.” They added, “We will connect our Korean headquarters, Chinese joint venture, and Japanese joint venture into a single operational system to establish a replicable growth model across the Asian market.”