Yoshitsu, a retailer and wholesaler of Japanese beauty and health products, has announced the opening of two new franchise locations for its Reiwatakiya brand in Hong Kong. 

Opened in September 2024, the stores are part of a strategic initiative to enhance the retailer’s market presence and boost brand recognition within the region. 

The new stores are located in the shopping districts of Tsuen Wan and Admiralty.  

They are designed to offer high-quality discounted products in an outlet-style setting and create a novel shopping experience for consumers in Hong Kong. 

Yoshitsu's strategy focuses on providing discounted and cost-effective products, aligning with market demands.    

The company is also targeting broader markets, with plans to introduce the brand to Macau and Thailand shortly. 

The expansion strategy includes the opening of ten additional discount franchise stores up to 2026.  

The move seeks to attract and retain a loyal customer base by offering a consumer-friendly shopping experience, which is expected to reinforce Yoshitsu's position in the Asian beauty market. 

Yoshitsu believes that the new stores will not only offer customers more affordable shopping options but will also allow the Reiwatakiya brand to stand out through its unique positioning and competitive pricing.  

Yoshitsu principal executive officer Mei Kanayama said: “We consider Hong Kong, known as a shopper's paradise, as one of the most influential commercial hubs, showcasing fashion brands and attracting consumers globally. We believe these new stores will enhance our brand visibility and influence beyond Hong Kong to Macau and Southeast Asia.  

“Our expansion into Southeast Asia is underway, with a franchise network for ‘Tokyo Lifestyle’, another flagship brand, launched with a partner in August. We are committed to delivering high-quality fashion products to meet consumer needs and believe this move will further boost our expansion strategy and create value for future growth.” 

In August 2024, Yoshitsu announced a significant move to expand its presence in Southeast Asia.