The flagship store opened about a year and a half after the full-scale expansion in Japan!

Congratulations on the opening of your first directly-managed store in Japan, KOMONO TOKYO! First of all, please tell us your honest impression of the store.

Anton.It's like a dream! I love Japan, which I have visited many times with Raf, so I am very happy to be able to open a flagship store there. There are many similarities between Antwerp, where Como Mono was born, and here in Tokyo, so I feel very close to the city.

Yasper.I'm like Anton, it's a dream come true for me, too. Actually, this is my first visit to Japan, so I am excited about that too (laughs). I also like the Harajuku area where KOMONO TOKYO is located.

roughI'm very happy too: I'm very happy. I am very excited (laughs). I would also like to thank Beyoncourt (who has been our exclusive importer in Japan since 2016) for helping us to open our flagship store in Japan, and I am happy to be able to come to Japan at this time and celebrate the opening with you all. It has been my dream to open a store in Tokyo, so I am really happy!

About a year and a half ago, when you were developing a full-fledged launch in Japan, "Hui-Nam" was also in the works.Interview with RuffAt that time, he said that he would like to open a flagship shop in Tokyo someday. At that time, you also mentioned that you would like to open a flagship shop in Tokyo someday. How do you view this one-and-a-half-year period?

rough: I have visited Japan 2 or 3 times during this time, as I do every year. Both Anton and I love Japan! Little by little, we felt that the Japanese people are becoming more and more aware of [Comono].

Anton.We have more than 50 partners around the world, and we are present in more than 80 countries, but Japan is actually where we have seen the most sales growth over the past year and a half, and where we are growing as a brand.

I see that trend is also driving the opening of "KOMONO TOKYO". In terms of products, sunglasses sales are overwhelmingly higher in other countries, whereas in Japan, sales of wristwatches are higher than sunglasses. Of course, there are differences in climate and culture, but are you aware of these differences?

rough: As you say, there is a big difference in culture. In Japan, not many people wear sunglasses even on sunny days. However, until now we have only had sunglasses for Westerners, but in the future we plan to release Asian-fit sunglasses for Asians.

That is exciting. Are there any such new developments in wristwatches?

roughWe are proud of our Antwerp design. Therefore, we will keep the same design for sunglasses, but only change the fit. For watches as well, we don't dare to create special designs for Japan or Asia. Rather, we consider collaborating with artists in each region to add variety to the coloring and patterns.

What exactly?

Anton.I am currently working on a collaboration project with a certain Japanese artist, but I can't give you any more details at this time (laughs).

The design & concept of the flagship store is the same worldwide!

In conjunction with the opening of "KOMONO TOKYO," there was a "KOMONO" poster hijacking near the entrance of the store on Ton-chan Dori. Why did you choose Harajuku as the location for your flagship store?

Yasper.Rough: I decided after consulting with Beyoncourt, who was also mentioned in the story. We chose Harajuku because of the brand image of "comonot," the fashionable town, and many other factors.

The exterior and interior of the store are very simple and cool. What was your thought behind this design?

Anton.First of all, like watches and sunglasses, the design is contemporary. By using the same design for our flagship shops around the world, we are able to unify the world view of "Comono" and the message that the brand conveys.

rough: So, the Japanese store is basically the same design as the Antwerp store. The only difference is that the watches are placed inside glass fixtures. We changed only this part of the design to reflect what we consider to be the beauty of the Japanese people.

I see. Your sunglasses are displayed on sliding shelves. What is your intention here?

Anton.The most important thing is that it is a minimalist design. Another aspect is that we always want to change the display according to campaigns and products, so we use a sliding type that is easy to move.

Comono will continue to transmit its worldview in a variety of forms!

KOMONO TOKYO" has just opened. What are your future plans for "KOMONO"?

Anton.I am proud that "KOMONO" is a brand with a solid world view. I believe that the store is the place to express that worldview, so I would like to keep "KOMONO TOKYO" important so that we can communicate it to as many people as possible.

roughFirst of all, I want to make "KOMONO TOKYO" a success. After that, I would like to open more stores in Japan.

What town will be next after Harajuku, Tokyo?

roughTokyo: Tokyo is a big city, so in addition to Harajuku, there are many other fashionable and noteworthy areas such as Shibuya, Daikanyama, Nakameguro, and so on. Of course, other cities, such as Sapporo, Osaka, and Hiroshima are also good. It would also be interesting to set up a sunglasses store in Okinawa, where the sun shines brightly (laughs).

I understand that because [Comono] values its brand image, it is important for its stores to convey its worldview. Do you have any ideas on how to communicate the brand image and worldview of "comono" outside of the store?

Anton.: Social media such as Facebook, Instagram, and YouTube are still indispensable. Promotion in magazines and webzines is another example. We also organize various events at the time of the release of our latest collection. We want to actively communicate the world view of "comonot" both online and offline.