Ace is teaming up with Lawson to sell a new brand aimed at office ladies (OLs) in their twenties and thirties, the first time the bag-maker has collaborated with a convenience store.
The new brand, Jewelna Rose, will be on sale at its own store, to open in Harajuku from May. For those of you who can’t wait, Lawson will be selling promotional mini tote models from April 12, priced 1000 JPY (c.$11), far cheaper than the bags in the regular range.
Ace is well-known for its suitcases and travel bags, but the recession has led to a decline in consumers traveling overseas or going on business trips. Forced to seek out a new consumer base, they are gambling on this new girly style and collaboration to rescue their sales.
Unfortunately there aren’t any photos of the Lawson bags online yet but you can see what the other products in the catalog look like below.
Ace has gone all out for its target here, gleefully mixing luxury and cute. Apparently the Lawson bags are in white and blue stripes, with “Love” written in pink on the back. You can’t get more girly than that, I guess! They also tapped the promotional power of popular idol Aki Hoshino to appear at a “debut exhibition” event in February and are even writing a blog for the brand on Ameblo, complete with the customary, feminine emoji.
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