Cover Nobuhara Yutani has more than a decade of experience in the retail industry
Nobuhara Yutani has more than a decade of experience in the retail industry
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With the advent of e-commerce, departmental stores have to work harder to entice the public
Nobuhara Yutani began his career in Isetan Shinjuku, Japan, back in 1983, where he was first put in charge of the ladies’ fashion section. After having spent slightly over a decade in Shinjuku—having covered merchandising and operations in the process as well—the company decided that his skills and expertise would suit the growth of a new market; thus, he landed in Malaysia back in 1996.
“I was in charge of the KLCC project to open up Isetan KLCC Store, which opened in 1998. We spent close to two years to ensure proper processes and systems were in place for the opening, so it was an easy and smooth process,” Yutani shared about his first foray into Malaysia before he returned to Japan in 2001, and was once again called back to Malaysia in 2009, but this time as managing director of Isetan of Japan store. A role he held for around seven years, and in the process, priming him for his most recent role, giving him plenty of experience in both the regional and local retail scene.
“I’m grateful for the time I’ve spent here, which let me build the necessary connections and experience to take on the role as managing director of Seibu KL. I technically oversee every aspect of the store, and my principle is to focus on the customer,” said Yutani, who can often be spotted on the ground in the outlet as well.
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Above The entrance to Seibu in The Exchange TRX (Photo: Facebook /SeibuKL)
The entrance to Seibu in The Exchange TRX (Photo: Facebook /SeibuKL)
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Designed by renowned UK architects HMKM and Cardy Papa, the 265,000 square feet store occupies four levels in The Exchange TRX mall, making it the first department store in Malaysia to showcase an impressive collection of over 700 luxury, international brands. Plus, more than 100 of these brands are making their debut in the local market. “Seibu has the largest Beauty Hall in Malaysia and is home to the largest selection of luxury shoes and bags in a department store, plus carries a fine selection of luxury jewellery brands, as well as offers a host of gastronomic delights,” added Yutani about the retail store.
See also: In pictures: A look into Bulgari’s newest boutique in The Exchange TRX
But in a digital world, with e-commerce sites paving the way, how does a physical retail space compete? “There’s no denying the convenience of digital platforms, but we’re in the luxury space, and that is more than just products; it’s an entire experience,” emphasises Yutani.
Essentially, Seibu KL understands the social element of shopping and has crafted an environment that fosters shared experiences. Whether with friends or family, the mall caters to an entire experience from the moment you step in, thanks to a host of services and amenities provided. “From curated displays to loyalty programs and in-store events, we create an immersive environment that transcends mere transactions. Elevating your luxury shopping journey, we offer personalised services like personal shoppers and VIP rooms, to exceed your expectations,” Yutani explains.
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Above Yutani recognises the advent of e-commerce but emphasises that when it comes to luxury, experience is important as well
Yutani recognises the advent of e-commerce but emphasises that when it comes to luxury, experience is important as well
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Yutani also shared that TRX was chosen for its prime location. After all, its central location places Seibu KL in the midst of the financial district, offices, luxury accommodations, and tourists alike, which aligns with its target demographic market. TRX has also attracted significant investments and attention. It has well-developed infrastructure and connectivity, with easy access to major highways and public transportation. Footfall has increased since the launch, thanks in part to its proximity to the MRT station, which contributes to its accessibility.
“At Seibu KL, we proudly curate a diverse selection of luxury brands, catering to discerning upper-middle and high-income consumers. Our commitment to exclusivity and high-quality products aligns seamlessly with the sophisticated preferences of our clientele, making us the destination of choice for those who appreciate the finer things in life,” ended Yutani.
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Photography: Fady Younis
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