Yoshitsu Co. Ltd. announced that company isfocused on expanding more in the U.S., building on the momentum it had in 2023. Yoshitsu is taking a multi-prong approach to build its brand awareness in the U.S. and drive sales.

For starters, it is inking alliances with established retailers in the U.S. to get the word out about its products. Among these alliances is Yoshitsu'sdeal with CROSSING Inc., the Los Angeles-based collectible card retailer and live-streaming distributor. As part of the deal reached last fall, CROSSING has the exclusive rights to procure and distribute Yoshitsu's products through its sales channels including live-streaming e-commerce channels and online shops.

Seen as a springboard for future similar alliances, Yoshitsu said at the time that the alliance is a mechanism to amplify the company's visibility in the U.S. market, elevate its brand and drive customer demand. Yoshitsu is taking a multi-prong approach to build its brand awareness in the U.S. and drive sales. For starters, it is inking alliances with established retailers in the U.S. to get the word out about its products.

Among these alliances is Yoshitsu'sdeal with CROSSING Inc., the Los Angeles-based collectible card retailer and live-streaming distributor. As part of the deal reached last fall, CROSSING has the exclusive rights to procure and distribute Yoshitsu's products through its sales channels including live-streaming e-commerce channels and online shops. Seen as a springboard for future similar alliances, Yoshitsu said at the time that the alliance is a mechanism to amplify the company's visibility in the U.S. market, elevate its brand and drive customer demand.

addition to selling its products through partners' sales channels, Yoshitsu is also reaching consumers directly in the U.S. by opening up retail locations in big cities around the country. The goal is to launch stores in New York, Boston, Seattle, Las Vegas and Los Angeles. In December it opened its first U.S. store in Seattle near the University of Washington.

The U.S. flagship store is 6,000 square feet, featuring a range of more than 8,000 in-stock items, and is located near the expressway and the light rail station, which enhances accessibility, the company said. To cater to local customers, Yoshitsu said the store sells a lot of tech-related products. In New York, Yoshitsu plans to focus on introducing a variety of cosmetics that cater to international tastes, and in Las Vegas, the store displays and counters will be full of products for customers traveling to Sin City.

The goal with its U.S. stores is to stock them with a diverse portfolio of products including cosmetics, skincare, over-the-counter drugs, nutritional supplements, home goods, food and alcoholic beverages. The stores will also have a local warehouse to support operations. Yoshitsu also created two new subsidiaries in the U.S.: Tokyo Lifestyle Holding Inc. and REIWATAKIYA BOS LLC.

The company said it will use the two units to grow in the U.S., streamline international logistics and improve cross-border communications. With a local U.S. presence, the company has established a broad U.S. presence to better meet domestic U.S. market demands.