【FOCUS IT.] Neither a major nor an individual store. On the occasion of the opening of the Fukuoka store, we take a closer look at the creation of the Covercord store.

It has already been a year since the select store "vendor," which has satisfied many fashion lovers, changed its name to "COVERCHORD. The next move is the opening of a store in Fukuoka. How did they realize their concept of "Clothing, Food, Housing, and Travel"? We took this opportunity to ask the buyer, Mr. Oda, what he considers important in the creation of a store.

Photo_Masayuki Nakaya(except fukuoka)
Edit_Ryo Komuta

Last July, the "Bender" store in Nakameguro was renamed "Cover Code," and I hear that a second "Cover Code" store is already in the works.

rice field (usu. small)Yes, that's right, we will be opening "Cover Code Fukuoka" in Fukuoka on Saturday, September 21.

Fukuoka. Everyone loves Fukuoka. The food is delicious and the cultural maturity is high.

rice field (usu. small)I think so. We were really blessed with a good opportunity this time. First of all, the location is really nice. It is located along a street called Keyaki-dori, and there is a lot of greenery. A few of us went there in May this year for a preliminary inspection, and we made an immediate decision.

@coverchord fukuoka

Location is important, isn't it?

rice field (usu. small)Yes. And then there are the people. I think stores are people and places.

Did you originally plan to establish a store called "Cover Code" outside of Nakameguro?

rice field (usu. small)I hope I can do it. I had always hoped to do it. This time, I felt the timing was finally right.

At the time of this interview, the Fukuoka store was not yet completed, but since this is your first opportunity to talk to us, please give us an in-depth look at the "Cover Code" store, along with photos of the Nakameguro store.

I think many things have changed since the change from "vendor" to "cover code," but what struck me most was that the store has become more accessible to women.

rice field (usu. small)Yes, that's right. That was our goal. The previous store was a bit difficult to enter, and customers sometimes said it was scary.

I wonder if it was a bit tense.

rice field (usu. small)I think it was a little intimidating with all the clothes lined up in a row. So, I think the impression at a quick glance has changed a lot. I also think the addition of female staff was a big factor.

Indeed. The whole space has a softer feel to it.

rice field (usu. small)We often use the words "clothing, food, shelter, and travel" to describe what we want to do.

It's not just about fashion, is it?

rice field (usu. small)Yes. I would say lifestyle in general. Originally, the online store "Cover Code" was run with that worldview, and we have incorporated that mood into the actual store.

In terms of lifestyle, there was the "ROOTS to BRANCHES" store, the essence of which is incorporated into "COVERCORD" very skillfully, isn't it? I think the essence of "Cover Code" has been very skillfully incorporated into the store.coverchord homeAn Instagram account called "The Rise and Fall of the New York Times" rightly embodies it.

rice field (usu. small)I think that's right. While some people would like to see all the items in the wide range of genres handled by "Cover Code," I think there are some who would prefer to see only what they are interested in, so I have divided the account into several sections.

I am sure it will be difficult to operate, but it will have the advantage of creating a worldview, won't it? I think it will be difficult to operate, but it will have the advantage of creating a worldview, right?coverchord womensThis is exactly how it is.

rice field (usu. small)I would like to make it like a department store. Everything in one building, but separated by floors.

I see. So there is a possibility that in the future there will be stores only for "home" and "womens"?

rice field (usu. small)Yes, I think it is possible.

I have been visiting the store in Nakameguro from time to time, but lately I have been buying a lot of daily necessities. I have a different feeling from when I was looking at those kinds of items at Roots to Branches. It's because the space is filled with clothes, sundries, and daily necessities that I can see them more clearly. The human appetite for things is a strange thing, isn't it?

rice field (usu. small)I think that's how a store's branding is supposed to be. I think that is the branding of the store. As I said before, "clothing, food, shelter, and travel", "Cover Code" deals in things that make people enjoy their lives and lift their spirits, and in this respect, I think the tastes of all the staff are well reflected.

The best situation for a store is to say, "If I go there, I'm sure I'll find something good.

rice field (usu. small)I wanted to create a situation where there is always something available whenever you go. We really appreciate customers who come to our store on the day of release to buy popular brands, but we also want to create a situation where there is always something available no matter what time of day they go. We wanted to create a sense of security as a box.

That is the key to a select store, isn't it? Even though we carry items that can be bought at other stores, we still have to make people want to buy them here. On the other hand, if a brand is unknown to you, but is carried here, you can trust it. That's what it's all about.

rice field (usu. small)We have about 10 staff members at the Nakameguro store right now, and we all have slightly different tastes. So I think we are able to serve our customers in a well-balanced manner without being unbalanced.

The people and the products go hand in hand well. Ten staff members is a rather large number for a store of that size, isn't it?

rice field (usu. small)I think you're right. We are of a delicate scale. We are not as big as a big company, nor are we an individual store. We are not as big as the big companies, nor are we an individual shop.

I think "Cover Code" stores have a good selection of what's in demand and what's trendy right now. When I visit the store, I can see exactly what is trending at the time. I personally expect to see items that make me say, "What the heck is this? I personally hope that the store will carry a few items that make me say, "What the heck is this?

rice field (usu. small)Oh, I see.

I would like to say that the shoes are something that can produce noise, color, and smell. I was looking at your store this time and I saw a shoe brand [Joon].Normal (NNORMAL)I was surprised to find a store that carried the "K" brand, and I thought it was very nice. I understand that this is the first store other than a sports store to carry your products.

rice field (usu. small)I think it's a good idea. I think the timing worked out well for "Normal. As you say, items like this are very important for a store to have its own personality.

Even if the item itself does not get a good reaction, there is definitely a desire to shop at stores that carry such interesting items, isn't there? That is what I would like to see in future stores.

rice field (usu. small)I'm sorry to say that it was a long time ago, but when "Vendor" was in Daikanyama, we had a rather interesting sneaker section. Like they stocked part numbers that no one else was checking out. And we had customers who would regularly come to check out that space. So I still feel the importance of having that kind of hook or that kind of product that packs a punch.

Now that we have social networking services, I think such niche items can sell well, depending on how they are communicated.

rice field (usu. small)I think that's right. So, for the next season, we are stocking inline shoes from a certain brand that no one seems to be paying attention to. Even if it is a brand that is carried everywhere, there are interesting things when you look for them. It's fun to stock such things.

rice field (usu. small)I am now starting to make original items.

Oh! I see.

rice field (usu. small)We don't call it "Covercord" because we don't want to be known as "Covercord". We are making pants, starting with apparel.

What kind of outline does the item have? Is it in a rather affordable price range?

rice field (usu. small)No, he's a very particular type of person.

That was unexpected. But nowadays, the role of original brands in stores is changing. There are more and more brands that do not bear the name of the store. There are also brands that do wholesale.

rice field (usu. small)I think that's right. The items we are making now are not designed to be a collection of a certain number of models, but rather to be made one by one, in a careful and thorough manner. I think we will be able to release it around the beginning of the new year. I really wanted to get it out in time for Fukuoka.

I guess that's how much time you've put into it. I am looking forward to it. On the other hand, I think it would be nice to have some original souvenir items. I think it would be a good idea to have original souvenir items as well. I heard that "Cover Code" has many overseas customers.

rice field (usu. small)We are actually working on that as well (laughs). As you said, our store seems to be very easy for inbound customers to enter. We are planning to create souvenir-like items that can only be purchased here.

I see. I think that kind of item is a game of taste and concept, so if the graphics are good, people will naturally pick it up.

rice field (usu. small): exactly. I think the appearance and price are important here. This is not because we are opening a store in Fukuoka, but we have been thinking about this since the Nakameguro store was opened, but it has taken some time.

Lastly, can you tell us a little bit more about the Fukuoka branch?

rice field (usu. small): The area is larger than Nakameguro. So I would like to hold events there. We would like to have pop-ups by brands and private exhibitions by artists.

That's nice. I understand that the address is in Kego, so it is not a very busy place?

rice field (usu. small)Yes, I think BIOTOP is rather close to it. BIOTOP" is rather close. And then there is "BOOKS KUBRICThere is a famous bookstore across the street called

It is nice to have a bookstore. It makes the atmosphere of the neighborhood more cultural.

rice field (usu. small)I think that's right. There are a few stores like that scattered around.

I think the first step is to open the restaurant, but it would be nice to be able to do something in Fukuoka that we couldn't do in Nakameguro. I would like to incorporate the feeling of the customers and the atmosphere of the place.

rice field (usu. small)I would like to make it unique. I would like to give it individuality. I would like to emphasize the essence of having something a little interesting, as I mentioned earlier, and also, in the end, people are important to a store, so those are the two points I would like to emphasize.

That's true. I also think there are things that can be done because the scale is somewhere between a major company and an individual store. I am looking forward to seeing the fun, depth, and richness that Cover Code has to offer. By the way, I know this is early, but is there a place you would like to open a store in the future?

rice field (usu. small)Kyoto. This is the desire and dream of the entire company.

It's nice, isn't it? According to what I was told earlier, the Nakameguro store uses Kyoto's "Korotokudo" for its fragrance, so the flag is already up (laughs). I am looking forward to it.