Ecoalf Opens Tokyo Flagship, Weaving Sustainability into Fashion's Future
Ecoalf has recently celebrated a significant stride in its global expansion strategy with the grand opening of a new store in Tokyo. This landmark establishment, situated within NEWoMan Takanawa—one of Japan's most prestigious shopping destinations—underscores the brand's unwavering commitment to its mission: to redefine the fashion industry through relentless innovation and determination. The move is a crucial step in Ecoalf's journey to disseminate its core message and sustainable product offerings across pivotal cities worldwide.
The Tokyo flagship store is the latest addition to a series of strategic retail expansions that highlight Ecoalf's accelerating global footprint. It joins recent successful openings in European hubs such as Biarritz, Bilbao, Bolzano (Italy), and San Sebastián. These new locations complement an already established network of stores in major cities including Madrid, Barcelona, and Milan, alongside four existing points of sale within Japan. This robust physical presence, combined with extensive wholesale operations and a strong online platform, allows Ecoalf to reach over 1,300 multi-brand partners globally, solidifying its comprehensive multichannel market approach.
True to its pioneering spirit, the new Tokyo store meticulously reflects Ecoalf's profound design philosophy, which centers on transforming waste into valuable resources. The interior embraces a minimalist aesthetic, thoughtfully crafted using a selection of renewable and reclaimed materials. Elements such as reclaimed wood, steel, and naturally molded stones sourced from rivers and seas contribute to an environment that is both visually serene and deeply sustainable, inviting visitors into a space that breathes the brand's commitment to the planet.
Further enhancing the immersive experience, the store features unique mannequins ingeniously made from recycled sneakers and PET bottles, collected through Ecoalf's impactful recovery projects. These serve not only as functional displays but also as striking art installations and powerful storytelling tools, effectively communicating the brand's core values to every visitor. Moreover, the space incorporates innovative furniture created through a groundbreaking collaboration with UACJ, a leading aluminium manufacturer. Utilizing ultra-lightweight recycled aluminium, typically reserved for the automotive industry, this cross-industry partnership significantly reduces carbon dioxide (CO2) emissions associated with transportation and brilliantly showcases Ecoalf's dedication to championing circular solutions far beyond the realm of fashion.
Javier Goyeneche, founder and president of Ecoalf, articulates the profound significance of this new space, stating that the Tokyo flagship "is not just a store, but a platform to connect people with its mission." He further emphasizes Japan's unique position as a market where "innovation and sustainability go hand in hand," making the new space an ideal catalyst to inspire a broader audience to join Ecoalf's movement towards a more sustainable future. This strategic alignment between market values and brand ethos reinforces the store's role as an educational and inspirational hub.
With five points of sale, Japan stands as one of Ecoalf's most crucial markets, playing a vital role in reinforcing its dynamic multichannel model, which is strategically balanced across retail (40%), wholesale (40%), and online (20%). The firm proudly asserts that its continued brand momentum powerfully demonstrates that a business model prioritizing planetary respect can simultaneously be highly profitable and scalable. This is robustly evidenced by its impressive 20% growth in turnover and a positive Ebitda of 3.4 million euros achieved in the fiscal year 2024-2025, solidifying Ecoalf's position as a leader in sustainable business innovation.
