LONDON — A decade after opening an American headquarters, the Tokyo-based sportswear and outdoor brand Goldwin is looking to put retail expansion in motion, and that begins with raising cultural awareness by dressing two Kabuki stars during a performance at Carnegie Hall on Friday night.
Natsuko Koike, global marketing director at Goldwin, said global expansion is a core strategy in the brand’s new midterm plan for 2025–2029, with a particular focus on the U.S. market.
More from WWD
Building on its experience and supply network in ski products and the brand’s C3fit technology used in compression garments — the three Cs stand for compression, conditioning and comfort — Koike said the Goldwin brand aims to reach 50 billion yen, or $324.5 million at current exchange, in sales within the next decade through store development tailored to regional characteristics and expansion on direct-to-consumer channels.
Through running Goldwin America since 2014, Koike said the company learned that conveying the appeal of high-performance materials and design requires knowledgeable professionals and locally rooted strategies.
“It also became clear that product understanding takes time and proper customer education, and that careful, steady expansion is the key to success rather than rapid growth,” Koike continued, adding that the company’s goal is to further increase retail presence across North America and enhance brand awareness.
“An Evening of Traditional Japanese Arts,” a performance that highlights the heritage and evolution of Noh and Kabuki theater, taiko drumming, and the three-stringed shamisen at Carnegie Hall, presented an ideal stage for Goldwin to showcase its philosophy of “dedication to detail” through respecting both tradition and innovation in Japanese culture and the brand.
“Supporting the Kabuki performance at Carnegie Hall reflects this commitment and creates a meaningful opportunity to connect with new audiences who appreciate cultural value,” Koike added.
Two Kabuki performers, Denjiro Tanaka and Hayato Nakamura, wore semiformal black ensembles from Goldwin during the performance.
Tanaka, 48, who comes from a prestigious family of Noh and Kabuki in Japan, said his Goldwin look projected a sense of playfulness, while Nakamura, who has appeared in various Kabuki productions as well as TV dramas and commercials, said the pieces are very comfortable to wear, especially the pants, designed with a slightly relaxed fit, which creates a nice sense of ease.
