Raising the luxe retail game

An exquisite sculpture greets you at the grand entrance of Seibu KL.

IN November, the doors to luxury Japanese department store, Seibu KL, officially opened at The Exchange TRX.

The opening of the store marks a significant milestone in the retail landscape of Malaysia. With a distinct focus on curating great merchandise and brand experiences, Seibu KL features a distinctive fusion of Japanese craftsmanship and ‘omotenashi,’ which epitomises the highest standard of Japanese hospitality, pampering, luxury and retail experiences for the Malaysian market.

Elevating the retail experience aside, Seibu KL will also help to fuel economic growth within the retail segment whilst creating employment opportunities. Together with its partners, the collective investment in Seibu KL is over RM150 million with the objective of creating a top-tier shopping destination in Malaysia.

At the helm of this new and exciting project is Nobuharu Yutani, the Managing Director of Seibu KL. With an illustrious career spanning more than four decades in the realm of departmental stores, he now sets his sights on elevating the retail landscape with Seibu KL in Malaysia.

Yutani’s career in retail began at the Isetan Department Store in Japan. His last position was the President of Isetan KL, making him highly familiar with the demands and expectations of local consumers.

As he embarks on a new chapter in his distinguished career, we sit down with Yutani to get better insights on the world of retail and what Seibu KL aims to bring to the segment here in Malaysia.

Seibu KL has now opened. What are your expectations for the luxury department store here?

This is Malaysia’s first luxury Japanese department store. With our carefully curated selection of high-end brands, immersive shopping experiences and commitment to providing unparalleled customer service, I anticipate that Seibu KL will redefine the way people experience luxury shopping in a department store. We believe as the new retail landmark of Malaysia, it will also enhance the country’s appeal for shopping tourism and help earn foreign exchange.

Occupying four levels with over 265,000 square feet, we have a collection of over 700 brands to cater to our customers. To further elevate the retail experience, our food hall is an epicurean delight. We have more than 11 dine-in restaurants and cafes as well as food kiosks and corners offering multiple Japanese and international food choices.

Why was TRX chosen as the location?

It was selected based on several strategic decisions. For starters, the captive and central location places it in the midst of the financial district, offices, luxury accommodations and tourists alike. This demographic profile aligns well with our target market, ensuring that the store is in close proximity to its potential customer base.

TRX has also attracted significant investments and attention. It has well-developed infrastructure and connectivity, with easy access to major highways and public transportation; the ingress and egress around the area, as well as the proximity to MRT stations, contribute to its accessibility.

By establishing Seibu KL in TRX, we believe we are at the forefront of Kuala Lumpur’s growth and development, capitalising on the increasing footfall and interest in the area.

What are your thoughts on the luxury retail landscape here?

Over the years, Malaysia’s economic growth and international connectivity have heightened the aspirations of its consumers. It has also allowed the country to carve a reputation as a premier shopping destination in the region.

At Seibu KL, we take pride in our role as curators of refined taste. Our meticulously curated selection spans a diverse range of luxury brands, strategically catering to the upper-middle and high income consumers.

In doing so, we have addressed a unique niche in the market. Our commitment to providing exclusive, high-quality products aligns seamlessly with the sophisticated preferences of our clientele, making this the destination of choice for those who appreciate the finer things in life.

How do you think Seibu KL will help service and elevate this sector?

Well, Malaysia has never had a luxury department store; our closest competitors are only in the premium category. We hope with Seibu KL, we are bringing to Malaysia a new standard in retail, merchandise, services and store ambience for the enjoyment of customers.

Seibu KL offers many firsts and we take pride in presenting an extensive selection of over 110 Japanese brands. We have put together the largest Beauty Hall in Malaysia. We also feature the most extensive selection of luxury shoes and bags, setting a new standard in fashion retail.

We have over 100 brands that are exclusive to us and making their first appearance in Malaysia. In addition, more than 200 brands are making their debut in a department store setting.

We also have an excellent selection of luxury jewellery brands not seen before in any other department store. In terms of store ambience, Seibu KL is designed by renowned UK architects HMKM and Cardy Papa, the names behind some of the most beautiful stores in the world.

In addition to innovative and new merchandise, we have also brought in new ideas in collaboration with Hiroko Takahashi, a renowned designer and artist from Japan who has worked with some of the biggest global names like Apple, Fendi and adidas. In addition to designing our staff uniforms, store packaging, gift items and other contemporary elements, she will also design a special fashion collection for Seibu KL. This is another first for a department store in Malaysia.

In a world where digital retail has become a staple, do you feel physical departmental stores still retain their relevance?

Digital retail will have its place and while they provide convenience and accessibility, physical department stores will continue to offer a distinct dimension to the retail experience. We offer something extra — a tangible experience and emotional connection — that goes beyond the convenience of online shopping.

We understand that luxury is not just about the products; it’s about the entire experience. We give attention to the ambience, carefully curated displays, rewarding loyalty programmes and in-store events to ensure our customers continually enjoy the immersive environment that goes beyond the transactional aspect of shopping.

In our pursuit of elevating the luxury shopping journey, we offer personalised services such as personal shoppers and VIP rooms. These amenities cater to the individual needs and preferences of our esteemed customers, ensuring a level of service that goes beyond expectations.

Recognising the social aspect of shopping, we’ve created an environment that encourages shared experiences. Whether shopping with friends or family, Seibu KL provides a setting where these moments become not just transactions but cherished memories. The joy from these social connections adds an extra layer of satisfaction to the overall shopping process.

What was the biggest challenge in making Seibu KL a reality?

What you witness today is a result of a lot of careful planning, passion and hard work. The pandemic significantly disrupted our project timeline, setting us back by at least two years.

We received possession of the space in May 2023, marking the beginning of an ambitious endeavour to transform this vast retail area into our vision of a Japanese luxury department store; a condensed timeframe to meet our targeted opening in late November 2023.

The transformation of this space is no small feat, and its completion underscores the collective dedication of our team. Today, we are not only celebrating the realisation of our project but also the spirit of resilience that defines our journey.

We look forward to welcoming our patrons to an extraordinary retail experience that is the culmination of perseverance, creativity and the unwavering pursuit of excellence.

As a seasoned hand in the world of retail, what do you like best about the business?

Retail is not about selling a product or transactions; it is about creating experiences and building relationships. The heartbeat of retail lies in the relationships forged with customers.

Being close to the customer allows me to understand their needs, preferences and aspirations. The ability to make someone’s day a little brighter through a memorable shopping experience is what powers my passion for this industry.

This article first appeared in Star Biz7 weekly edition.