Hermès Specialty Store "LALÙE" is born on Ginza Namiki-dori! What is the new value that the Hermes specialty store "LALÙE" brings?

On March 13, 2025, a new Hermes specialty store "LALÙE" opened on Ginza Namiki-dori. The store is attracting attention as a store that transcends the conventional concept of brand reuse and offers a new space that combines sustainability and luxury.

This article details the characteristics of LALÙE, its impact on Ginza, and trends in the reuse market.

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Concept and Features of LALÙE

LALÙE Philosophy: "Weaving History, Connecting Hearts and Minds

LALÙE's philosophy is **"Weaving History, Connecting Hearts - Weaving History, Connecting Hearts**". This is not just a reuse store,A place to give a new story to Hermes' masterpieces and connect them to the next generationmeans that the

The company also aims to achieve **"sustainable luxury consumption "** through the provision of carefully selected Hermès items, with an emphasis on a sustainable perspective.

 Born in a prime location on Ginza's Namiki-dori Avenue

Ginza Namiki-dori where LALÙE was born,An area lined with flagship stores of luxury brands.It is known as a While luxury brands such as Chanel, Louis Vuitton, and Gucci stand side by side, LALÙE offers new value as a reuse store specializing in Hermes.

It is expected to further enhance the brand value of Ginza Namiki Dori and at the same time contribute to the expansion of the reuse market.

Inside the sustainably designed store

Many environmentally friendly materials are used in LALÙE's store design.

Through these efforts, LALÙE has achieved "a sustainable space that enhances the beauty of Hermes.

LALÙE's Impact on Ginza

New position in the luxury brand market in Ginza

Ginza is one of the world's leading luxury brand districts, but in recent years, new consumer trends such as **"reuse" and "sustainability "** have spread, and LALÙE is a store that symbolizes this trend, distinguishing itself from mere used brand retailers.

This will add a new option of "sustainable luxury" to the luxury brand market in Ginza, and is expected to have an impact on consumer values.

Growth of the reuse market and diversification of Ginza

In recent years, Japan's reuse market has experienced rapid growth.

Size of Japan's Reuse Market (forecast)

In this trend, reuse brands such as Comebei and OKURA are expanding in Ginza, and the arrival of LALÙE could further accelerate the expansion of this market.

Responding to inbound demand

Ginza is an area visited by many domestic and international tourists. Especially,Japan's reuse market is attractive to tourists from China and other Asian countriesIt is.

LALÙE, by offering high quality reused Hermes products,Capture inbound demandIt is believed to play an important role.

Innovation of the "Story Baton" Campaign

LALÙE is launching a special campaign** "STORY BATON "** that embodies the brand philosophy.

How "Story Baton" works

• Hermes bags used by selected customers per month.
• After use, pass the baton to the next person
• Carving a new story into the bag

Aim of the Campaign

This campaign goes beyond just buying and selling products,Adding new value to Hermes itemsThis is a groundbreaking initiative.

• Promoting sustainable consumption
• Creating new customer experiences
• Formation of brand communities

The program will run through the end of August 2025, with a "Connecting Hearts" themed reception to be held in the fall.

What is the future of luxury consumption shown by LALÙE?

Key words for the luxury brand market in the future

The birth of LALÙE sends an important message in the future luxury brand market.

LALÙE could become a model case embodying these future consumption trends.