Etro opens new home boutique and showroom in Tokyo

Etro is making a bold move into Japan’s luxury interiors scene. On July 23, the Milanese fashion house will unveil a new Etro Home boutique and showroom inside its flagship store in Tokyo’s upscale Ginza district. Spanning nearly 200 square meters, the dedicated space marks a strategic step in the brand’s growing focus on high-end home design. The boutique enhances Etro’s footprint in the country, where it already operates over 40 shop-in-shop locations.

The home-focused space is set on the store’s lower level, while the ground floor continues to showcase Etro’s ready-to-wear and accessories collections for women and men. This marks the brand’s second standalone Etro Home boutique, following the debut of its first in Milan in 2014, launched alongside its initial furniture collection.

The Tokyo boutique brings to life Etro’s distinctive home universe, defined by rich colors, plush materials, bold prints, and refined craftsmanship. The space features several of the brand’s signature pieces, including the Woodstock sofa, the Quiltana and Reed armchairs, and the Frame coffee tables, accented with bamboo-inspired detailing.

Etro developed the concept in collaboration with Oniro Group, its design partner and licensee since 2017. Based in Lombardy, the furniture manufacturer oversees the Etro Home Interiors collection. Meanwhile, Etro designs its Etro Home Textile line in-house, covering cushions, curtains, table linens, and decorative pieces such as vases and tableware.

Rooted in a legacy of textiles, the brand began as a fabric editor for home furnishings before expanding into accessories. Celebrated worldwide for its iconic paisley motif and opulent materials, Etro has been majority-owned by L Catterton—a private equity firm co-founded by LVMH—since 2021, while the founding family retains a 40% stake. Today, the label operates 160 stores across more than 20 countries, with a strong presence in Europe, Japan, South Korea, the United States, the Middle East, and the Asia-Pacific region.

The Tokyo boutique reflects Etro’s broader ambition to carve out a stronger identity in the world of interior design. The brand recently expanded into luxury residential living through a series of branded developments. In October 2022, it unveiled Etro Residences Istanbul in partnership with Rams Global, followed by the announcement of Etro Residences Phuket in April. A third project, revealed in May, will rise in Ras Al Khaimah, United Arab Emirates—just an hour from Dubai—through a collaboration with Mira Developments.