Etro Home in Ginza, Japan for the first time: A new luxury experience through the fusion of fashion and interior design

July 17, 2025

On July 23, Italian luxury brand ETRO will open "ETRO Home Ginza Main Store" in Ginza, Tokyo. The store, which is attracting attention as the world's first showroom with a fashion boutique attached, will offer a new experience that transcends the boundaries between interior design and fashion.

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ETRO: Etro

What this article will tell you

Etro Home Ginza Store Opening Date and Store Profile
Characteristics of the new business model that combines fashion and interior design
Custom furniture and textile services offered
Etro's Global Strategy and Collaboration with ONIRO
The Impact of Etro Homes on the Luxury Lifestyle Market

What is Etro Home? Read the brand's new strategy.

Evolution into a lifestyle brand

Since its establishment as a textile manufacturer in 1968, Etro has been known for its beautiful patterns and colorful fabrics. The launch of "Etro Home" is part of the company's global evolution from fashion to lifestyle, and this will be the first time the brand has been launched in Japan.

Open Information

Opening Date: Wednesday, July 23, 2025
Location:Etro Ginza main store, B1F, 6-6-1 Ginza, Chuo-ku, Tokyo

Web-Site

The world's first interior showroom with a boutique

Etro Home," which will be located on the basement floor of the main Ginza store in Tokyo, will offer an interior zone of living room, dining room, and bedroom in a space of approximately 200 m2. It will create a completely new consumer experience, proposing home décor as an extension of fashion.

Details of products and services

Extensive lineup and custom services

Furniture: sofas, armchairs, low tables, etc.
Textiles: Cushions, curtains, fabric panels
Accessories: lamps, trays, vases, etc.

Of particular interest is the Etro Home Textiles collection. The custom service allows users to choose fabrics and patterns to suit their preferences and reflect their individuality in their spaces.

Product Category	Examples of main products	feature
furniture	Woodstock" sofa, "Quilterna" armchair	Fine furniture made in Italy
textile	Cushions, curtains	Custom order available
Accessory	Lamps, ceramics, ornaments	Sophisticated design

Partnerships and International Strategy: Working with the Onyro Group

Italy's ONIRO Group, which has partnered with Etro since 2017, is responsible for the production and distribution of Etro Home. The opening of the new store is meant to serve as a global base for the brand's lifestyle strategy, following the ongoing "Etro Residence" in Phuket, Thailand, among others.

Market Impact: Impact on the Fashion Industry

Creation of a new category of fashion x interior design

Etro Home represents the trend of fashion brands moving into lifestyle, and is a leading example that will influence other brands.

Stimulus for the Japanese luxury interior market

It is also important to note that new items unveiled at international trade fairs such as Salone del Mobile will be introduced directly to the Japanese market. This could accelerate the globalization and upscale of the domestic interior decoration market.

Deepen branding strategy with brand ambassadors

Kaito Takahashi of King & Prince has been appointed as a global ambassador of the brand. His words, "I live as an Etro employee on the sidelines," are not just a mere billboard, but a commentary on the deep partnership with the brand.

Summary: Etro Home brings a vision of future lifestyle

The arrival of the Etrohome Ginza flagship store is more than just a new store; it is a significant step forward in the evolution of the business model through the fusion of the fashion and interior design industries, and in proposing a new lifestyle to users.

Recommended for

1. People interested in new developments in luxury brands.
　Fashion lovers who want to know about Etro's new challenges.

2. Highly sensitive group who are particular about their home interiors
　Tëm, you are looking for high quality and unique furniture and textiles.

3. Business professionals interested in lifestyle brands
　Industry professionals who want to learn about the latest trends in fashion and interior design.

4. People who are attracted to custom-made and personalized products.
　Tap into a customer base that wants to reflect their own personal style in their space.

5. Fans who support the activities of King & Prince, Kaito Takahashi
　TM: Fans are looking at new roles as brand ambassadors.

Article Supervisor

Yuya Hachimine, CEO

Representative Director of ZENNO GROUP, Inc. known as a leader in the night work industry in Ginza. He worked for 14 years as a black-shirted worker in a high-class club in Ginza, and based on his experience, he provides various services for the industry. In order to improve the inefficient work system, he founded ZENNO GROUP Inc. and has contributed to the development of the industry.