Domise, a PB specialty store that opened last year in Shibuya, failed to differentiate itself from the nearby Mega Don Quijote and struggled to attract customers as anticipated. Don Quijote promptly made the decision to refurbish it into a new concept store called Kirakira Donki, targeting the Z and Alpha generations. Kirakira Donki will be the fifth store nationwide.
Pan-Pacific International Holdings (PPIH) announced on the 8th that it will open a new type of store called “Kirakira Donki” at Shibuya, Tokyo, which gathers products for young people under the discount store brand “Don Quijote.” It will open on the 23rd at the site of “Domise,” a private brand (PB) specialty store that recently closed. The new store features a wide range of items such as cosmetics, sweets, and anime goods, targeting Generation Z and Alpha generations.
The “Shibuya Dogenzaka Dodo store” of Domise, which closed on the 7th, was a store that mainly collected PB products at “Passionate Prices” and had just opened in August 2023. It closed after only about 7 months. It was determined that early renovation was necessary as it competed with the nearby main store of Don Quijote, “MEGA Don Quijote Shibuya Main Store” (Shibuya, Tokyo), and its customer traffic was lower than expected. By transitioning to Kirakira Donki, which specializes in youth consumption, PPIH aims to differentiate from Mega Donki.
Kirakira Donki, which opened its first store in Tokyo’s Koto Ward in 2022, will be the fifth store in Shibuya. In the new Shibuya store, there will be sections dedicated to Japanese anime and game character goods, as well as a corner resembling a traditional Japanese candy store. In addition to young people, they also anticipate demand from inbound tourists.
DONKI store format types in Japan
Don Quijote regular stores: Comprehensive discount stores that handle a wide range of products from daily necessities to household appliances
Platinum Don Quijote: A premium Don Quijote store with a white and silver-themed exterior. It includes specialty stores such as a Matsusaka beef specialty shop, catering to the upscale atmosphere of the Platinum district.
STORE FORMAT "Donki Sweets and Donki Liquor": Examples of category-specialized stores, located in the Yaesu Underground Shopping Mall at Tokyo Station. They mainly offer confectionery and alcoholic beverages.
Source: Donki website
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