BRAND OFF and Rodeo Drive Jointly Open Store in Shibuya Center Gai
BRAND OFF and Rodeo Drive, both part of the Komehyo Holdings Group, the No. 1 brand reuse share holder, are jointly opening a store in "VIVEL SHIBUYA" in Shibuya Center Gai. The goal is to attract inbound and domestic demand, aiming to be an experiential space that promotes the new appeal of brand reuse.
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- 📰 Published: May 2, 2026 at 00:00
- 🔍 Collected: May 1, 2026 at 15:32
- 🤖 AI Analyzed: May 1, 2026 at 16:43 (1h 11m after Collected)
K-Brand Off Co., Ltd. (Kanazawa City, Ishikawa Prefecture), a member of the Komehyo Holdings Group, which holds the No. 1 share in brand reuse handling pre-owned luxury brand bags, watches, and jewelry (*), will be jointly opening a store with RK Enterprise Co., Ltd.'s "Rodeo Drive" (Rodeo Drive), also part of the Komehyo Holdings Group, at the "VIVEL SHIBUYA" commercial facility in Udagawacho, Shibuya. Leveraging the expertise of both brands, we will transmit the new appeal of brand reuse from Shibuya.
* "Reuse Market Data Book 2025" (researched by Reform Industry Newspaper Co., Ltd.)
Background of the Joint Store Opening
Shibuya Udagawacho (Shibuya Center Gai), the location of this new store, is a central hub that attracts many people from both Japan and overseas.
According to statistics from the Japan National Tourism Organization (JNTO) (*1), the number of visitors to Japan in February 2026 reached a record high of 3,466,700 people. Amidst this, the Japan Tourism Agency's consumption trend survey (*2) shows an increase in spending on accommodation and entertainment services, primarily among repeat visitors, indicating a qualitative shift in consumer interest from mere "product purchases" to an "emphasis on experiences." Furthermore, as Japan ranks first as "the country to visit in 2026" (*3), the current travel style is predominantly individual travel (FIT). These travelers actively utilize SNS and AI to explore not uniform tourist destinations or products, but "one-of-a-kind items" unique to them and "experiences that can only be obtained in that place."
In addition to this rising inbound demand, Shibuya is also an area with substantial domestic demand. Tokyu Corporation's Integrated Report 2025 (*4) and FACT BOOK 2025 (*5) illustrate a demand structure in Shibuya where various segments, such as residents along the railway lines, office workers, visitors, and tourists, overlap.
Moreover, the working population in Shibuya Ward is said to have increased by approximately 33% over the past 10 years, with the office space supplied by the company in Shibuya amounting to 248,207㎡ in fiscal year 2024, approximately 25,000 workers, and an average of about 2.9 million daily passengers at Shibuya Station. This environment, where both daily use and purpose-driven visits converge, creates contact points with a wide range of visitors and is considered to have high affinity with the brand reuse business, which involves comparison and browsing.
Responding to these market trends, BRAND OFF, which specializes in bags and apparel, and Rodeo Drive, which specializes in watches and jewelry, have decided to jointly open a store in "Shibuya," where trends and culture converge. By having both brands in close proximity within the same building, we will create a "broader range of merchandise" and "deeper proposals" that are difficult to achieve with single-brand stores, catering to the multi-faceted demand for "one-of-a-kind items" from highly sensitive FITs and domestic customers.
This location will be positioned not just as a point of sale, but as an "experiential space" where customers can truly feel the world of brand reuse. Under the Komehyo Holdings Group's vision of "transforming relay use from ideology to culture," we will accelerate our efforts to connect the value of goods from Shibuya to the world.
*1 Japan National Tourism Organization (JNTO) Visitor Arrivals (Estimated for February 2026)
https://www.jnto.go.jp/news/press/20260318_monthly.html
*2 Japan Tourism Agency Inbound Consumption Trend Survey (2025 Calendar Year - Preliminary Report)
https://www.mlit.go.jp/kankocho/news02_00071.html
*3 Honichi Lab Klook Survey Report
https://honichi.com/news/2026/03/24/countries-to-visit-2026/
*4 Tokyu Corporation Integrated Report 2025
https://ir.tokyu.co.jp/ja/ir/library/integrated_report/main/0/teaserItems2/0/linkList/00/link/TOKYU_Integratedreport_2025_print_pass.pdf
*5 Tokyu Corporation FACT BOOK 2025
https://ir.tokyu.co.jp/ja/ir/main/01/teaserItems2/08/linkList/02/link/20251112%20FACT%20BOOK2025%20j.pdf
2. Opening Campaign
In conjunction with the opening of 'BRAND OFF SHIBUYA,' a PR initiative aimed at generating buzz and encouraging visits will be conducted for two days only, on Saturday, May 9th, and Sunday, May 10th, in collaboration with Rodeo Drive, which will also be jointly opening a store in the same building.
The venue will feature an exhibition of a special brand portable shrine, "BRAND OFF × Rodeo Drive MIKOSHI," as well as a capsule toy lottery.
* "Reuse Market Data Book 2025" (researched by Reform Industry Newspaper Co., Ltd.)
Background of the Joint Store Opening
Shibuya Udagawacho (Shibuya Center Gai), the location of this new store, is a central hub that attracts many people from both Japan and overseas.
According to statistics from the Japan National Tourism Organization (JNTO) (*1), the number of visitors to Japan in February 2026 reached a record high of 3,466,700 people. Amidst this, the Japan Tourism Agency's consumption trend survey (*2) shows an increase in spending on accommodation and entertainment services, primarily among repeat visitors, indicating a qualitative shift in consumer interest from mere "product purchases" to an "emphasis on experiences." Furthermore, as Japan ranks first as "the country to visit in 2026" (*3), the current travel style is predominantly individual travel (FIT). These travelers actively utilize SNS and AI to explore not uniform tourist destinations or products, but "one-of-a-kind items" unique to them and "experiences that can only be obtained in that place."
In addition to this rising inbound demand, Shibuya is also an area with substantial domestic demand. Tokyu Corporation's Integrated Report 2025 (*4) and FACT BOOK 2025 (*5) illustrate a demand structure in Shibuya where various segments, such as residents along the railway lines, office workers, visitors, and tourists, overlap.
Moreover, the working population in Shibuya Ward is said to have increased by approximately 33% over the past 10 years, with the office space supplied by the company in Shibuya amounting to 248,207㎡ in fiscal year 2024, approximately 25,000 workers, and an average of about 2.9 million daily passengers at Shibuya Station. This environment, where both daily use and purpose-driven visits converge, creates contact points with a wide range of visitors and is considered to have high affinity with the brand reuse business, which involves comparison and browsing.
Responding to these market trends, BRAND OFF, which specializes in bags and apparel, and Rodeo Drive, which specializes in watches and jewelry, have decided to jointly open a store in "Shibuya," where trends and culture converge. By having both brands in close proximity within the same building, we will create a "broader range of merchandise" and "deeper proposals" that are difficult to achieve with single-brand stores, catering to the multi-faceted demand for "one-of-a-kind items" from highly sensitive FITs and domestic customers.
This location will be positioned not just as a point of sale, but as an "experiential space" where customers can truly feel the world of brand reuse. Under the Komehyo Holdings Group's vision of "transforming relay use from ideology to culture," we will accelerate our efforts to connect the value of goods from Shibuya to the world.
*1 Japan National Tourism Organization (JNTO) Visitor Arrivals (Estimated for February 2026)
https://www.jnto.go.jp/news/press/20260318_monthly.html
*2 Japan Tourism Agency Inbound Consumption Trend Survey (2025 Calendar Year - Preliminary Report)
https://www.mlit.go.jp/kankocho/news02_00071.html
*3 Honichi Lab Klook Survey Report
https://honichi.com/news/2026/03/24/countries-to-visit-2026/
*4 Tokyu Corporation Integrated Report 2025
https://ir.tokyu.co.jp/ja/ir/library/integrated_report/main/0/teaserItems2/0/linkList/00/link/TOKYU_Integratedreport_2025_print_pass.pdf
*5 Tokyu Corporation FACT BOOK 2025
https://ir.tokyu.co.jp/ja/ir/main/01/teaserItems2/08/linkList/02/link/20251112%20FACT%20BOOK2025%20j.pdf
2. Opening Campaign
In conjunction with the opening of 'BRAND OFF SHIBUYA,' a PR initiative aimed at generating buzz and encouraging visits will be conducted for two days only, on Saturday, May 9th, and Sunday, May 10th, in collaboration with Rodeo Drive, which will also be jointly opening a store in the same building.
The venue will feature an exhibition of a special brand portable shrine, "BRAND OFF × Rodeo Drive MIKOSHI," as well as a capsule toy lottery.