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In Japan it can be challenging for tourists, expats, and even long-term residents to identify a trusted sports and lifestyle fashion provider with a wide stock of quality Japanese and international brands.

For some 30 years, the Odakyu Department Store Co., Ltd. (Odakyu Hyakkaten) has offered a wide selection of high-end brands for sports and travel enthusiasts. Haute couture lifestyle brands are also on offer.

And with the Tokyo 2020 Olympic and Paralympic Games just around the corner, Odakyu is in the process of increasing its product and service offerings for non-Japanese visiting or living in Japan.

SPORTS AND LEISURE
Accessed via the west exit of Shinjuku Station, the rooftop, first, and B1 floors of the Odakyu HALC building are focused on sports and lifestyle attire, as well as related equipment and accessories.

Floor B1, for example, has a selection of outdoor sports, footwear, and travel brands, in addition to accessories and items for dance and equestrian sports. The first floor, meanwhile, has a range of classic attire and accessories centered on golf.

“When it comes to golf wear and equipment, Odakyu provides arguably the largest range in Japan,” says Takashi Nagumo, senior merchandiser, Merchandise Planning Dept. at Odakyu.

The first floor also carries a wide selection of goods catering to runners, swimmers, and fitness enthusiasts from brands such as Reebok, Nike, Adidas, Asics, Puma, and Fred Perry.

DESTINATION STORE
Odakyu HALC Sports is the epitome of the company’s goal of creating a “destination store” concept. This section of the department store focuses on casual and lifestyle brands that blur the boundaries between sportswear and high fashion. Products and services are designed to put the mind, body, and spirit at ease. They also support society at large by stocking items that encourage the participation of women and seniors in sports.

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Working with internationally known designers, the store constantly seeks to innovate. In 2012, for example, Odakyu HALC began to carry high-end items by Beams Golf, an in-line brand by Japanese fashion label Beams.

Further, since 2013, Odakyu HALC has stocked the stylish Samantha Thavasa’s Under25 and No.7 collections of golf wear. Designed by Samantha Thavasa Japan Limited, the brands have augmented the store’s offerings for women who are young at heart.

What is more, new styles are being explored at the department store for activities such as yoga and Pilates. The ultimate aim is to create a new kind of customer-focused shopping where sports, travel, fashion, and lifestyle can be enjoyed in a single experience.

SKY GOLF
One of Odakyu HALC’s best open secrets—the HALC Sports Golf School—can be enjoyed on the rooftop (Floor R) of the department store building in Shinjuku. In line with the “destination store concept,” the school has a custom-made 30-yard driving range for golf novices and enthusiasts.

Having pre-registered, visitors at the store can try out a range of golf equipment, including branded golf clubs and clothing, while working on their putting stroke or golf swing.

Professional Golfers’ Association-certified expert instructors, both men and women, are available to give hands-on advice.

“There are plenty of golfing products conveniently located in our shop,” Senior Merchandiser Nagumo says. “But we also have a world-class golfing facility on the roof. Even if you are a golfing beginner, you can start from here. We are ready to welcome you with open arms.”

Odakyu department stores are located within walking distance of Shinjuku and Machida Stations in Tokyo, and Fujisawa Station in Kanagawa Prefecture. The stores, as well as the train lines where they are located, are managed by the Odakyu Group, which has a stable of companies providing public transportation, finance, real estate, resorts, and retail services.

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The ultimate aim is to create a new kind of customer-focused shopping where sports, travel, fashion, and lifestyle can be enjoyed in a single experience.