Q&A - Kazuyoshi Minamimagoe

Senior creative director, B:ming Life Store

B:ming Life Store is the latest brand from Japanese retailer Beams. Launched in September 2012, the family fashion and lifestyle label already has eight shops in Japan and Hong Kong with more due to open this year.

What’s the concept?
These days shoppers in Japan aren’t only interested in clothes – they’re thinking more about lifestyle. We sell womenswear, menswear, children’s clothes accessories, cosmetics, outdoor wear and small gadgets. What we call zakka (“many things”)!

Are the clothes your own brand?
Ninety per cent of what we sell is our B:ming Life Store brand designed by our own design team. This season the theme is American Trad; next season will be Brentwood Life: more relaxed, a little bit “surfier”. We are also doing collaborations with brands such as Hervé Chapelier and Saint James.

What does the future hold?
We’re opening over 10 more shops in Japan this year and we’ll be launching our online shop this year too. E-commerce accounts for 12 per cent of sales at Beams. I’m hoping that annual sales will hit ¥10bn (€84m) in five years.

Any more international plans?
We’re thinking about Taiwan and Singapore but not for a year or two.


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