MILAN — Kiton has opened its first directly operated store in Japan, a key development for the Italian brand, according to chief executive officer Antonio De Matteis.
“This is a very important step for us, after we set up Kiton Japan last year,” the executive said.
The location is also strategic, he remarked, located at Tokyu Plaza Ginza opposite an Hermès boutique.
Japan is historically a solid market for Kiton, and De Matteis said this is “a positive moment” for the country, “it’s buzzing and there are many tourists from the U.S., Thailand, the Philippines and the rest of Asia-Pacific.”
To be sure, in a lackluster scenario for the luxury industry, Japan has been singled out by several brands as a strong market throughout the year, despite a weak yen. According to the fall 2024 Bain Altagamma market study, Japan was defined as the “superstar market” in Asia with double-digit growth mostly driven by tourists from China, mainly aspirational shoppers, and the currency exchange rate. Japan’s market size is estimated to reach 33 billion euros in 2024, growth of between 12 and 13 percent over 2023, although the consultancy did forecast a normalization of the region’s performance in 2025.
“Japan, with its culture of elegance and refinement, is a perfect context for our brand,” De Matteis continued. “We are convinced that our know-how fits perfectly with the taste of Japanese customers and we are excited to further consolidate our presence in this market.”
Inside the new Kiton store in Tokyo.
The executive said he is eyeing the potential opening of another store in Tokyo, in a different district from Ginza, as well as in Osaka.
The brand is also available in department stores ranging from Isetan and Takashimaya to Hankyu.
Kiton’s Ginza store covers more than 3,240 square feet, displaying the womenswear collection on the ground level and menswear on the first floor, including the Su Misura made-to-measure service, with a selection of precious fabrics exclusive to the new boutique. Maria Giovanna Paone, daughter of the late founder Ciro Paone, is president of the company and creative director of the women’s division.
Precious finishings, such as Canaletto walnut wood and nickel details, are some of the elements of the store in a neutral and soft color palette. Technical fabrics, usually employed for Kiton jackets, are part of the customized furnishings.
There are decorative geometric panels made with recycled fabrics and flexible exhibition spaces through the use of upholstered mobile panels. Klein Blue details on a wool carpet and glass lamps add warmth to the palette.
De Matteis said Kiton’s store concept “always evolves, from city to city,” so as to differentiate each unit while maintaining a consistent brand image.
Kiton is present in 75 markets globally and has a network of 60 stores.
Inside the new Kiton store in Tokyo
De Matteis said that Kiton will close 2024 with double-digit growth in sales, “more than 10 percent.” In the first nine months, revenues rose 14 percent.
Based in Arzano, outside Naples, it relies on five production centers in Italy and around 800 employees of whom more than half are artisans. In addition to Arzano’s facilities, sportswear looks are made in nearby Caserta; outerwear in Parma; knitwear in Fidenza, and textiles in Biella.
In 2010, Kiton purchased the Carlo Barbera textile mill, which has been operating for 60 years.
