DONKI close new format DOMISE today 7th April

Don Quijote has announced the closure of its new concept store “Domise,” which opened on August 24, 2023, on April 7, 2024. Domise was a new concept store by Don Quijote, aiming to exceed expectations with its selection of carefully curated items under the brand “Jounetsu Kakaku” (Passionate Prices), as well as other original brands, totaling around 3,200 products. The store featured sections like “Dosuberi,” “Doppu 10,” “Dokotae,” and “Dotameshi.” It’s noteworthy that Don Quijote refers to “Jounetsu Kakaku” not as a Private Brand (PB) but as a “People Brand (PB).”

In a press release, Don Quijote stated the reason for the closure less than a year after opening was due to the prolonged period of sales below the anticipated levels. The store primarily offered Don Quijote’s People Brand (PB) products, centered around the brand “Jounetsu Kakaku” (Passionate Prices), along with a selection of other original brands, totaling around 3,200 products. However, facing competition from MEGA Don Quijote Shibuya Main Store located across the street in the complex commercial building “Dōgenzaka Dōri,” which also sold PB products and a wide range of branded items, the foot traffic from customers shopping in Shibuya, a hub for trends and culture, tended to gravitate towards the Shibuya Main Store. Combined with challenges in effectively communicating the store’s appeal, this led to the inability to achieve the expected footfall, resulting in the decision to close the store.

Despite the closure, Don Quijote emphasized that this decision does not reflect a judgment on the compatibility between Shibuya and Don Quijote as a brand. They will continue their bold endeavors to create stores that excite customers and bring sparkling smiles, similar to the Shibuya Main Store.

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