Select shop BEAMS has announced the September grand opening of its first BEAMS Kids. The store will be in Daikanyama, which is already home to several boutiques in the BEAMS empire (BEAMS T, Merrier BEAMS, Ray BEAMS, and BEAMS Boy) and a lot of fashionable mamas.
While children’s fashion has been a booming industry for a while in the West, until recently kids wear in Japan meant Hello Kitty and school uniforms. Last season’s International Fashion Fair, however, featured a selection of children’s apparel brands, mostly from Europe. Considering the market potential, with the children of the materialistic bubble years now becoming parents, BEAMS’ plan makes sense and it will be interesting to see if other fashionable domestic merchandisers follow suit.
Ahead of the opening, BEAMS has made their new original kids line Cottidie available on the popular online shopping site Zozo Town.
