Latest Developments in the High- end Fashion and Luxury Industry
In a remarkable move, Onitsuka Tiger, the renowned Japanese footwear and fashion brand, has embarked on an ambitious expansion strategy. The latest news sees the brand opening a second-hand marketplace, a new global flagship store, and a dedicated innovation facility, all part of a robust international growth.
On July 9, 2025, Onitsuka Tiger unveiled its new flagship store on Paris' Avenue des Champs-Élysées. Occupying a historic 5,500 sqft building, the store is designed around the brand’s signature Yellow Concept and offers exclusive items, such as a special edition Mexico 6 NM sneaker unique to this Paris location. The store also features Cafe Onitsuka Tiger, serving Japanese-inspired beverages and Parisian-style snacks, blending retail with cultural experience.
Looking ahead, Onitsuka Tiger is transforming a factory in Japan into a dedicated innovation facility, scheduled to start operations in January 2026. Dubbed the "Onitsuka Innovative Factory," this facility aims to establish a vertically integrated production system encompassing planning, development, and craftsmanship. The factory will emphasize high-value product lines, such as the premium “NIPPON MADE™” and formal “THE ONITSUKA™” series, and foster product competitiveness through meticulous Japanese craftsmanship. It will also serve as a global talent hub with training programs, conferences, and a gallery showcasing the brand’s history, supporting community engagement and regional revitalization.
This expansion strategy has proven successful, with Onitsuka Tiger opening 28 new points of sale in the last 18 months. This retail expansion has contributed to a 57.2% sales increase in 2025, driven by rising tourism in Japan. The brand's strong performance is a major factor in parent company ASICS's record sales for the first quarter of 2025.
While Onitsuka Tiger has been making headlines, other brands such as Mango, AllSaints, Lululemon, JW Anderson, Smythson, Wyse London, and Victoria Beckham have also been making moves. JW Anderson is set to become a lifestyle brand, Smythson has been acquired by Oakley Capital, AllSaints has expanded its flagship store at Bicester Village, Mango has introduced an AI fashion assistant, Victoria Beckham has secured a deal with Safilo Group for eyewear, and Lululemon has opened its first European airport location.
In conclusion, Onitsuka Tiger's latest expansion and ventures highlight the brand's commitment to growth and innovation. With the opening of a new flagship store, the establishment of a dedicated innovation facility, and rapid retail expansion, Onitsuka Tiger is poised to continue its success in the global market.
In light of Onitsuka Tiger's expansion strategy, the brand has ventured into fashion-and-beauty by introducing an AI fashion assistant, akin to the Mango AI fashion assistant. Additionally, Onitsuka Tiger's focus on technology is evident in the upcoming Onitsuka Innovative Factory, which will prioritize high-value product lines, including the premium "NIPPON MADE™" series that utilizes advanced technology and meticulous Japanese craftsmanship.
