foufou Opens Flagship Store in Tokyo’s Sendagaya
Tokyo’s vibrant Sendagaya district now hosts the new flagship store of D2C fashion brand foufou, which officially opened its doors on November 1, 2025. This new location, featuring a classical interior highlighted by a symbolic spiral staircase and custom-designed fixtures, offers a tangible space to fully immerse in the brand’s distinctive world.
The Evolution of a D2C Vision
foufou’s journey began in 2016 when designer and representative Maru Kousaka, then a student at Bunka Fashion College, started selling handmade clothes online. The brand’s trajectory saw a significant boost in 2023 when it joined the Kurashicom Group, known for operating “Hokuou, Kurashi no Dougu Ten.” This partnership facilitated crucial reforms in merchandising, a refresh of the brand image, and a comprehensive renewal of its e-commerce platform.
Over the past year, foufou has actively expanded its reach, notably increasing its Instagram follower count by 2.4 times through focused engagement. The brand also embarked on the “foufou pop up tour,” bringing its collections to major department stores across Japan, including Isetan and Daimaru. This strategic expansion laid the groundwork for the brand’s next major step.
These initiatives culminated in the closure of the beloved Yutenji store in January 2025, a move made to pave the way for a grander, more expansive flagship experience. The new Sendagaya store embodies this vision of growth and immersive brand engagement. For more insights into foufou’s style, visit their official Instagram: @foufou_ha_fukuyasan.
A Classical Space to Touch and Feel the Brand’s Essence
The new flagship store spans two floors, ground and basement, boasting a space approximately seven times larger than its predecessor in Yutenji. This expansive area has been meticulously designed to create a classical ambiance, allowing visitors to delve deeper into the brand’s aesthetic.
At the heart of the store lies a striking spiral staircase. Descending it reveals a showroom and stock space where foufou’s collections are displayed, creating a spectacular visual experience. This physical presence offers a unique opportunity to grasp the brand’s scale and presence in a way that online shopping cannot convey.
To complement foufou’s garments, which are characterized by their gravitas and delicate details, bespoke fixtures have been crafted. Every detail of these furnishings is designed to enhance the beauty of the clothing, allowing their rich fabrics and impactful designs to shine. The aim is to create a destination where not only loyal fans but anyone can experience the world of foufou by seeing, touching, and trying on the clothes.
Maru Kousaka, foufou’s Representative and Designer, shared his enthusiasm: “After a long period of preparation, we have finally opened our new store. We wanted to create a place where visitors can fully enjoy the classical ambiance and experience the thrill of seeing the clothes they’ve only viewed online come to life. And, by actually trying on the clothes, we hope they discover a new self.” He added, “The store is a condensed space of the world foufou has cherished. The impressive spiral staircase and the substantial interior design offer an experience in themselves. Moving forward, we aim for this store to be not only a place to feel our brand’s world but also a comfortable and convenient shopping destination, continuously evolving. We would be delighted if this store becomes a place where people feel closer to the foufou brand through our clothing.”
Store and Brand Information
foufou Flagship Store
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Address: Villa Chariot 1F, 3-28-9 Sendagaya, Shibuya-ku, Tokyo
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Access: 7 minutes walk from Sendagaya Station (JR Sobu Line), 5 minutes walk from Kitamando Station (Tokyo Metro Fukutoshin Line)
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Operating Hours: 12:00 PM – 5:00 PM or 12:00 PM – 6:00 PM (Please check the official “store” page for specific days and hours)
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Closed Days: Refer to the official “store” page at https://the-museum-foufou.com/pages/store
About foufou
Established in 2016 as an EC-exclusive handmade brand, foufou operates under the brand concept of “for healthy consumption.” The company joined Kurashicom in August 2023.
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Official Brand Site: https://the-museum-foufou.com/
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Corporate Instagram: https://www.instagram.com/foufou_ha_fukuyasan/
The Future of D2C Fashion and Kawaii Culture
This new flagship store marks a significant milestone for foufou, demonstrating the evolving landscape of D2C brands embracing physical retail. By offering an immersive, tactile experience that complements its strong online presence, foufou is not only deepening its connection with customers but also setting a precedent for how Japanese fashion brands can blend digital innovation with traditional retail charm. This move could inspire other brands to create similar spaces, enriching the global understanding and appreciation of Japanese fashion and its unique blend of classic aesthetics and modern accessibility.
