Tokyu Hands furnishes Tokyo hotel as marketing strategy

The Yomiuri Shimbun

19:31 JST, August 18, 2021

Tokyu Resorts & Stays Co., in collaboration with the group’s lifestyle goods store Tokyu Hands Inc., will open Tokyu Stay Shinjuku Eastside in Shinjuku Ward, Tokyo, on Aug. 30.

Three of the hotel’s rooms, each of which will have a different theme, will be furnished with Tokyu Hands products. To allow guests to try the company’s products, Tokyu Hands has equipped each room with beauty appliances, cosmetics, tableware and audio equipment that match the themes. If a guest likes a product, they can purchase them from the Tokyu Hands website.

Tokyu Hands is promoting its products to hotel guests as the continued spread of the coronavirus is expected to increase demand for furniture and home appliances.

Ryohin Keikaku Co., which owns the Muji brand, is using a similar marketing strategy for its products at the Muji hotel.