旗艦店は紀伊国屋書店新宿本店の横に位置し、地上1階から4階までの4フロア構成で総売場面積は約897平方メートル。ビルは出店のタイミングで新たに建設されたという。トレンドに敏感な20〜40代の働く女性をメインターゲットに、「体験と発見」をコンセプトに掲げた美と健康のニーズに応える商品を豊富に揃える。
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1階は「WAO!」をテーマに、トレンドや最新情報を発信する売り場として展開。月に1度トレンド商品を入れ替えるコーナーや、マスクに特化したスペース、飲料・菓子のコーナー、季節に適したアイテムの売り場を用意する。これまでココカラファインで取り扱いがほとんどなかったという韓国・中国コスメのアイテムも並ぶ。入口横にはD2Cに特化したスペースを設置し、オープン時は家具ブランド「ロウヤ(LOWYA)」やサイエンスシャワーヘッドの「ミラブル(Mirable)」、美容商品メーカーの「ミオナ(MiONA)」のアイテムを販売。ココカラファインで家具を扱うのは今回が初となる。ブランドは2週間〜1ヶ月の頻度で入れ替える予定で、今後はD2Cのアパレルブランドのアイテムも検討しているという。
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2階は都市型生活に適した品揃えを意識し、通常の店舗と同様に生活必需品やサプリメント、医薬品をラインナップ。男性用化粧品のコーナーも用意し、「SHISEIDO MEN」や「バルクオム(BULK HOMME)」などを取り扱う。インバウンドの顧客も想定し、免税に対応する。また、アマゾンの商品受け取りサービス「Amazon Hub ロッカー」やコインロッカーなどを設置した。
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3階は「Pretty」をテーマに、通常店舗の3倍となる全57ブランドのメーキャップブランドのアイテムを用意。ピンクにカラーリングした店内にはその場でコスメを試せるパウダースペースや、モニターに顔を映して擬似メイクを体験できる同社初のバーチャルメイクモニターを導入する。ヘアアイロンといった美容家電やヘアアクセサリーなども取り扱う。「Elegant」がテーマの4階では、スキンケア、ボアディケア、ヘアケアに特化したアイテムを中心に揃える。3階と4階には、各フロアでそれぞれ人気のアイテムを紹介するコスメランキングコーナーを設ける予定だ。
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店内各フロアには、新型コロナウイルス感染防止対策の観点から、テスターの付近に消毒液を設置。また、店内の空調には抗菌・抗ウイルスの特殊フィルターを使用するほか、ウイルスが繁殖しにくいよう湿度を50%以上に設定するという。初年度の目標売上高については非公開としているが、同社のヘルスケア店舗企画チームの向井真志氏は「将来的にはココカラファインの全国の店舗の中で売上トップ5には入りたい」と話した。今後もドラッグストア商品というカテゴリーに捉われず、顧客にマッチするような他業種商品も積極的に取り入れていくという。
■ココカラファイン東京新宿三丁目店
オープン日:2020年12月18日(金)
住所:東京都新宿区新宿3丁目17-10 HULIC&NewSHINJUKU
営業時間:9:00~23:00(年中無休)
売場面積:896.85平方メートル
![ココカラファイン東京新宿三丁目店 外観写真](https://fashionsnap-assets.com/asset/format=auto,fit=crop,width=440/article/images/2020/12/cocokarafine20201217-002.jpg)
「ココカラファイン東京新宿三丁目店」外観
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