LF’s subsidiary, City Dots, announced on February 10 that its millennial-focused casual brand ‘Dunst’ is expanding its global presence by opening a pop-up store in Tokyo, Japan, following its recent success in Shanghai, China.
From February 6 to 19, Dunst is hosting its first Japanese pop-up store on the fourth floor of the trendy Parco department store in Tokyo’s bustling Shibuya district. This move marks a strategic shift for the brand, which has primarily focused on global wholesale and online sales, to now increase its offline customer engagement. The pop-up serves as a testing ground to gauge local consumer interest and inform future expansion plans in the Japanese market.
Dunst first dipped its toes into the Japanese market last December through ‘NUGU,’ an online shopping platform popular among Gen Z and Millennials. This pop-up is the next step in their expansion strategy, employing a dual-track approach that combines physical retail experiences with their established online presence.
Fashion insiders are buzzing about how Dunst’s trendy-meets-classic vibe and minimalist aesthetic align perfectly with current Japanese fashion preferences. The pop-up will showcase Dunst’s Spring 2026 campaign, aptly named ‘Neutral Hours.’ This collection captures those fleeting moments just before the day begins, set against the backdrop of the morning commute – a relatable scene for many urban dwellers. To bring this vision to life, the brand collaborated with renowned photographer Makoto, shooting the campaign in the heart of Tokyo.
Dunst, which started as an in-house venture project at LF in 2019, has been rapidly expanding its global wholesale business since 2022. The brand now boasts partnerships with over 70 international buyers across 20 countries, including fashion capitals like the U.S., Canada, Italy, France, and the U.K., as well as key Asian markets such as China, Hong Kong, and Japan. Dunst has also been turning heads by hosting showrooms during the prestigious Paris and New York Fashion Weeks.
A spokesperson for Dunst shared their excitement, saying, “This Tokyo pop-up is our next big move after successfully testing the waters in China. We’re using this opportunity to explore potential local distribution partnerships in Japan. We’re confident that Dunst’s brand ethos will resonate strongly with Japanese consumers in their 20s and 30s, who are known for their love of minimalist, refined aesthetics. We’re expecting a fantastic response!”
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