Yoshitsu, a retailer and wholesaler of Japanese beauty, health, luxury, and electronic products, has announced a major initiative to expand its footprint in Southeast Asia, Retail Insight Network reported.
The company, through its Hong Kong subsidiary, Tokyo Lifestyle Limited (TLS), has partnered with Grun Group Thailand to establish a network of franchise stores under the Tokyo Lifestyle brand.
Yoshitsu plans to build a distribution network of 18 franchise stores in Thailand and 15 in Malaysia by the end of 2026.
The growth strategy involves opening three standard stores in downtown Bangkok and eight lifestyle stores across Thailand in 2025. In Malaysia, the company intends to launch two standard stores in Klang Valley in 2024, followed by five lifestyle stores in 2025, and a total of 15 stores nationwide by 2026.
Yoshitsu’s principal executive officer, Mei Kanayama, said: “We are thrilled that our strategic expansion initiatives into the Southeast Asia market have made solid progress. We believe Southeast Asia is a fast-developing and promising region that could offer vast growth potential and present unique challenges and fierce competition.
“After careful consideration, we decided to partner with Grun Thailand and adopt a franchise network expansion plan to establish our brand and presence in the region. With intense coordination, we carefully chose the downtown areas in Thailand and Malaysia as our expansion outposts, targeting the representative and fast-growing middle-class consumer groups, expecting to build our brand awareness quickly and thoroughly,” Kanayama said.
Founded in 2006, Yoshitsu is a retailer and wholesaler specializing in Japanese beauty and health products, among other offerings. The company distributes its goods through a variety of channels, including directly operated physical stores, online platforms, franchise locations, and wholesale partnerships. Yoshitsu’s portfolio includes brands such as Shiseido, Sato, Kao, and Kose. With a presence already established in Japan, Hong Kong, North America, and the United Kingdom, Yoshitsu is now focused on further expansion.
