Berluti Reimagines Luxury Hospitality in Tokyo

French luxury house Berluti has opened an invitation-only space above its Tokyo flagship, experimenting with a more personal approach to customer relationships as expensive fashion brands confront weakening consumer confidence.

Named Parenthèse, the Ginza venue offers a setting for conversation, refreshments and private gatherings rather than conventional retail transactions. Visitors are encouraged to leave their phones and laptops at the entrance, while the interior includes a listening area, a selection of rare teas and a library of 110 hand-painted shoe illustrations. Clients can also explore leather customisation, an established part of Berluti's appeal.

Chief executive Jean-Marc Mansvelt believes luxury brands have damaged customer trust through rising prices and inconsistent product quality. His approach emphasises craftsmanship, continuity and relationships rather than rapid expansion. Berluti operates 17 boutiques in Japan, its largest market, where local customers reportedly account for approximately 90% of its clientele. The company has also invested in upgrading existing stores rather than opening large numbers of new locations.

Unlike traditional private shopping suites, Parenthèse does not require visitors to make purchases. Instead, Berluti hopes that meaningful experiences will strengthen loyalty over time. The concept revives elements of the house's former Swann Club, which brought together collectors and enthusiasts. Expansion to other countries remains possible if the Tokyo experiment succeeds. For the luxury industry, the initiative raises a question about whether exclusivity increasingly depends on personal attention and access rather than conspicuous consumption. Its commercial value may ultimately be measured through repeat visits and lasting customer relationships.