EAST PARIS SHOWCASE LAB is a Paris-based showroom and test-selling service designed to support Japanese brands wishing to enter the European market—particularly France—without the risks and costs of a full-scale overseas expansion.
The concept relies on a company-operated retail space in central Paris, allowing brands to showcase, sell, and evaluate their products in real market conditions.
Strategic Location
The showroom is located at:
Bonjour le Japon by East France
18 rue de Richelieu – 75001 Paris
This highly strategic address is within walking distance of the Louvre, Palais-Royal, Comédie-Française, and Opéra, and is surrounded by curated boutiques and concept stores.
Rue de Richelieu is described as a cultural and lifestyle street rather than a mass-consumption retail area. Its audience includes:
- design-conscious Parisians,
- international residents,
- high-spending tourists.
This environment is particularly well suited to Japanese craftsmanship, design-led products, and brands with strong storytelling.
Challenges Faced by Japanese Brands Abroad
The document identifies common barriers to overseas expansion:
- high initial investment (rent, deposits, fit-out),
- legal, contractual, and language complexities,
- uncertainty regarding pricing, design, and market acceptance,
- inventory and sales risks,
- payment processing, tax, and settlement issues.
Solutions Offered by EAST PARIS SHOWCASE LAB
The service provides a low-risk, step-by-step approach:
- no long-term lease required,
- fully fitted retail space,
- small-scale product display possible,
- sales handled locally by East France (payments, VAT, administration),
- bilingual support in Japanese and French.
Success is measured not only by sales, but also by:
- customer reactions,
- price and design feedback,
- buyer and visitor insights.
Space & Interior Concept
The showroom features a minimalist, gallery-style interior, inspired by contemporary Parisian exhibition spaces:
- neutral design to highlight products,
- eco-modern aesthetic using natural materials,
- strong resonance between Japanese craftsmanship and French artisanal culture.
Available Plans (Please contact us for a direct introduction to our partner.)
Two main participation options:
- Full-store POP-UP rental (1 week, 2 weeks, or 1 month)
- Shared space / section rental, ideal for first-time exhibitors
Key points:
- East France manages sales on behalf of brands,
- 30% commission deducted from sales (VAT and payment fees included),
- shipping, customs duties, and return costs borne by the brand,
- on-site staff provided (no mandatory travel to France).
Team & Organization
The project is operated by EAST Group, a Japanese company with over 25 years of experience, and EAST FRANCE SAS, established in Paris in 2024.
The local team ensures:
- store operations,
- cultural coordination,
- commercial and logistical support,
- seamless communication between Japan and France.
Long-Term Vision
EAST PARIS SHOWCASE LAB aims to foster sustainable international growth for Japanese brands by focusing on:
- cultural understanding,
- long-term brand value,
- authenticity and resonance with local markets,
rather than short-term trends or volume-driven strategies.
