Tanaka Hirokazu is the Store Manager at NITORI "SORA gardens SC," where he has played a crucial role in the company's presence in Vietnam. He carefully analyzed regional income levels and other key characteristics to ensure the decision to open a store in the location was strategic and targeted.
With its multiculturalism, innovative urban planning and sustainability protocol, TOKYU Garden City offers the opportunity to imagine an innovative home design. Let’s hear Hirokazu on how NITORI enhanced the core value of TOKYU Garden City.
Please share about your journey with NITORI and how the company became involved in the TOKYU Garden City project
My tenure at NITORI has been an extraordinary journey, with the TOKYU Garden City project marking a thrilling chapter in our story. The imminent opening of the expansive shopping center "SORA gardens SC" in Binh Duong Province in 2023, was a beacon of opportunity we couldn't ignore.
Even though the excitement was vivid, we approached it with caution, not haste. We meticulously analysed regional income levels and other critical characteristics before making the decisive move to introduce a store in that location. This decision was the product of comprehensive analysis and strategic forethought.
The insights will help us ensure our expansion is perfectly congruent with the demographics and latent market potential of the region.
What strategic considerations led NITORI to participate in the TOKYU Garden City project, and how does this partnership align with the company's broader goals?
This decision was initiated by the vision that people from different backgrounds can collaborate and work toward an innovative future.
We would like to work with TOKYU Garden City to implement measures to provide residents with prosperous home lives. This dovetails seamlessly with our overarching objective to provide the foundation of prosperous home living to the global community.
In your view, what pivotal challenges and opportunities exist in establishing robust commercial and service sectors within TOKYU Garden City, and how does NITORI plan to address them?
To me, one of the pivotal challenges in establishing robust commercial and service sectors within TOKYU Garden City is building customer awareness.
In an ever-competitive market, ensuring that customers are well-informed about NITORI and what we offer is crucial. However, this challenge also presents an exciting opportunity for us to enrich our definition of an innovative home.
We were inspired by the concept of TOKYU Garden City; a city that grows its residents. This indicates that the city embraces the ever-changing nature of the way people live and work.
Therefore, while ensuring that our customers have the best foundation for their homes, we also understand and appreciate the value we bring to their future.
How does NITORI envision a dynamic and sustainable commercial ecosystem within TOKYU Garden City?
Above everything, we believe any dynamic and sustainable commercial ecosystem must emphasize the well-rounded retail experience.
At NITORI, our vision for creating a dynamic and sustainable commercial ecosystem within TOKYU Garden City is centered around the integration of cutting-edge technology and innovative design principles.
We understand that in today's fast-paced, high-tech world, utilizing the latest technology is integral to providing our customers with an efficient and enjoyable shopping experience. Our partnership with TOKYU Garden City is vital in this endeavor.
Together, we aim to create a sales floor that simplifies the shopping process for residents, using innovative designs and technology to enhance product visibility and accessibility.
We believe this approach will not only bolster our commercial presence in TOKYU Garden City but will also pave the way for a vibrant and sustainable ecosystem.
As a cornerstone of TOKYU Garden City's economic strategy, how does NITORI aim to foster collaboration with local businesses and stakeholders to drive mutual growth and prosperity?
As a pivotal component of TOKYU Garden City's economic strategy, NITORI is deeply committed to fostering strong collaborative relationships with local businesses and stakeholders.
The key to our approach is mutual growth and prosperity. We are fortunate to have numerous suppliers and business partners right here in Vietnam. So, our strategy is to grow hand in hand with them.
An integral part of this strategy is our plan to open more stores in the area. Through this expansion, we aim to enhance our shared success and contribute to the thriving local economy.
Could you discuss specific initiatives or programs that NITORI intends to implement to enhance the commercial and service sectors within TOKYU Garden City, ensuring their long-term viability and competitiveness?
Price localization is the foremost implementation we pursued. Our primary initiative at NITORI centers around offering products at reasonable prices that our customers can easily afford.
We believe that affordability is key to enhancing the commercial sectors within TOKYU Garden City. By ensuring our products are competitively priced, we aim to attract a wider customer base and ensure the long-term viability and competitiveness of the commercial and service sectors.
Considering the emphasis on community-building within TOKYU Garden City, what vision does NITORI have for the residential and social aspects of the development, and what initiatives or amenities are planned to cultivate a vibrant and cohesive community?
Aiming for a synergistic effect with TOKYU Garden City’s housing development, NITORI will develop attractive presentations to propose living spaces.
In line with the community-building focus of TOKYU Garden City, NITORI envisions playing a significant role in shaping the residential and social aspects of the development.
To achieve this, NITORI is set to develop captivating presentations, proposing innovative and appealing living spaces. Our goal is to create environments that are not just about functionality; they must also foster a sense of community and belonging among residents. Connection and intimacy are the two anchors we always consider when it comes to community-building.
Lastly, could you share NITORI’s vision and aspirations for the commercial and service sectors within TOKYU Garden City, outlining key milestones and objectives for future growth and development?
Our primary objective is to significantly enhance our retail presence in Vietnam by opening an impressive 70 stores over the next decade.
This isn't just about expanding our footprint, though. At the core of this plan is our fervent belief that by increasing the number of stores, we can offer a richer, more fulfilling lifestyle to an even larger customer base. We aim to make it easier for our customers to coordinate and create the lifestyle they desire, helping them make their dream homes a reality.
As we embark on this exciting journey, we're confident that our strategic expansion will not only contribute to the growth and development of TOKYU Garden City but also bring immense value to the residents.