KOSE Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Kazutoshi Kobayashi) will open a directly managed store “Maison KOSÉ” at the commercial complex Tokyu Plaza Harajuku “Harakado” (Shibuya-ku, Tokyo, scheduled to open on 2024/4/17) around the summer of 2024 as a transmission base for our new customer experience. This is our third directly-managed store to open. “Maison KOSÉ Harakado,” which will open this time, is a store that utilizes its experience in directly managed stores up until now, and disseminates new customer experiences in line with the consumption trends of modern young people in particular. It will open on the first basement floor of Tokyu Plaza Harajuku “Harakado,” which will open at the Jingumae crossing in the center of Harajuku where fashion and trends gather, and will target customers who are sensitive to beauty trends, starting with Gen Z, who are said to be digital natives.
Compared to the two existing stores, we will prepare various “beauty attractions” where you can enjoy new customer experiences related to beauty and purchases without gender in the store, which has products specialized in high prestige brands. Also, in order to capture the digital native generation, we plan to create stores that make full use of digital technology. Furthermore, based on the idea that “a comfortable working environment for beauty consultants (beauty staff) responsible for customer service will eventually be directly linked to CX (Customer Experience) improvement through beauty experiences and customer service,” we have now decided to create a store incorporating the EX (Employee Experience) viewpoint on a trial basis.
By opening a store based on a concept different from existing directly managed stores, it will lead to the creation of points of contact with a new customer base, and we will disseminate new customer experiences and beauty experiences in Harajuku, which has created various cultures.

We have set out “the pursuit of personal customer experiences using digital” in our medium- to long-term vision “VISION2026” for the 80th anniversary of our founding. Based on this strategy, based on the concept of “Find Your Own Beauty,” we launched the online site “Maison KOSÉ” in 2019/11, the first directly managed store “Maison KOSÉ Ginza” in December of the same year, and “Maison KOSÉ Omotesando,” which is the second directly managed store in the following year, 2020/12.

“Maison KOSÉ Harakado,” which will open this time, is a store that utilizes its experience in directly managed stores up until now, and disseminates new customer experiences in line with the consumption trends of modern young people in particular. It will open on the first basement floor of Tokyu Plaza Harajuku “Harakado,” which will open at the Jingumae crossing in the center of Harajuku where fashion and trends gather, and will target customers who are sensitive to beauty trends, starting with Gen Z, who are said to be digital natives.
Compared to the two existing stores, we will prepare various “beauty attractions” where you can enjoy new customer experiences related to beauty and purchases without gender in the store, which has products specialized in high prestige brands. Also, in order to capture the digital native generation, we plan to create stores that make full use of digital technology. Furthermore, based on the idea that “a comfortable working environment for beauty consultants (beauty staff) responsible for customer service will eventually be directly linked to CX (Customer Experience) improvement through beauty experiences and customer service,” we have now decided to create a store incorporating the EX (Employee Experience) viewpoint on a trial basis.
By opening a store based on a concept different from existing directly managed stores, it will lead to the creation of points of contact with a new customer base, and we will disseminate new customer experiences and beauty experiences in Harajuku, which has created various cultures.

What is Tokyu Plaza Harajuku “Harakado”
Tokyu Plaza Harajuku “Harakado” is a “place of creation and experience of new Harajuku culture that stimulates the sensitivities of diverse people,” based on the history of the Harajuku/Jingumae area, which has created various cultures up until now, and the current historical background where everyone transmits and expresses themselves through SNS. To achieve this, 75 unique stores with a challenge mindset that combines highly sensitive people, things, and things with “meet,” “connect,” “experience,” and “enjoy,” are arranged on all floors from the first basement floor to the rooftop terrace. It opened on 2024/4/17.

What is “Maison KOSÉ”
A directly managed store and online site with a cross-section of various brands developed by KOSÉ. Based on the concept of “Find Your Own Beauty,” we provide customers with “personal beauty discoveries” through beauty experiences using “beauty attractions” using digital technology and customer service by beauty consultants (beauty staff).
[Online site]
https://maison.kose.co.jp/

[Directly managed stores]
・Maison Kosé Ginza
Location 7-10-1 Ginza, Chuo-ku, Tokyo
Store site　　　　https://maison.kose.co.jp/site/p/concept_store.aspx

・Maison KOSÉ Omotesando
Location: Star Building Omotesando 6-3-10 Jingumae, Shibuya-ku, Tokyo
Store site　　　　https://maison.kose.co.jp/site/p/flagship_store.aspx

Maison Kosé Harakkad
Location: Tokyu Plaza Harajuku “Harakado” B1F
Scheduled to open: Summer 2024
Brands handled: We plan to handle high prestige brands such as COSME DECORTE and ADDICTION

reference material
・Maison KOSÉ ① 2019.07.12 News Release
https://www.kose.co.jp/company/ja/content/uploads/2019/07/2019071201.pdf
・Maison KOSÉ ② 2019.10.31 News Release
https://www.kose.co.jp/company/ja/content/uploads/2019/10/2019103101.pdf
・Maison KOSÉ Ginza Beauty Attraction Vol.2 2020.07.21 News Release
https://www.kose.co.jp/company/ja/content/uploads/2020/07/20200721.pdf
・Maison KOSÉ Omotesando 2020.10.30 News Release
https://www.kose.co.jp/company/ja/content/uploads/2020/10/2020103002.pdf
・Maison KOSÉ Ginza 1st Floor Complete Renewal 2022.08.17 News Release
https://corp.kose.co.jp/ja/media/2022/08/20220817.pdf