Turning Japanese: Curated store-within-a-store launches

London – Creating a selective, boutique environment online, e-retail fashion website oki-ni has launched a subsection within the site focusing solely on rare clothing sourced from Japan. Yushutsu, the store-within-a-store, represents labels such as menswear brand Nonnative, footwear brand Diet Butcher Slim Skin and accessories collection Master-Piece, each sourced in the nature of a low-key independent shop.

The internet offers a haven for premium brands that are keen to innovate and engage with web-savvy consumers. Key for brands making their way online is to ensure their site embraces the full experiential potential of the web.