Ecoalf opens store in Tokyo as part of its global expansion

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Europa Press

Published

September 11, 2025

Ecoalf has opened a new store in Tokyo, as part of its global expansion, marking a “milestone in the brand’s mission to redefine the fashion industry through innovation and determination,” as reported in a statement on Thursday.

Javier Goyeneche, founder of Ecoalf – Ecoalf

The store is located inside NEWoMan Takanawa, one of Japan’s most prominent shopping destinations, with which Ecoalf reinforces its “commitment to bring its message and products to key cities around the world.”

The new store joins the recent openings in Biarritz and Bilbao, and after the openings in Bolzano (Italy) and San Sebastián, which join the stores already established in Madrid, Barcelona, Milan and four others in Japan, with which the company currently operates in retail, wholesale and online, reaching more than 1300 multi-brand partners globally.

Ecoalf has also indicated that the new flagship store reflects “the Spanish firm’s design philosophy of turning waste into resources.”

“Its minimalist interior is made from renewable materials such as reclaimed wood, steel and stones molded by rivers and seas, while the mannequins, made from recycled sneakers and PET bottles collected through Ecoalf’s recovery projects, function both as art installations and storytelling tools, immersing the visitor in the brand’s values,” the company said.

The store also incorporates innovative furniture created jointly with UACJ, a leading aluminium manufacturer, using ultra-lightweight recycled aluminium usually destined for the automotive industry. This cross-industry collaboration “reduces carbon dioxide (CO2) emissions associated with transportation and underlines Ecoalf’s commitment to promoting circular solutions beyond fashion.”

Javier Goyeneche, founder and president of the company, said that the flagship store in Tokyo “is not just a store, but a platform to connect people with its mission.”

“Japan is a market where innovation and sustainability go hand in hand, and this new space allows us to inspire more people to join our movement,” he added.

With Japan as one of its key markets (with currently five points of sale), Ecoalf reinforces its multichannel model, which currently consists of 40% retail, 40% wholesale and 20% online.

Finally, the firm has stressed that the “brand’s momentum continues to demonstrate that a business model that respects the planet can also be profitable and scalable, as reflected by its 20% growth in turnover and a positive Ebitda of 3.4 million euros in fiscal 2024-2025.”

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