After more than two years of planning, Aveda is set to unveil a key piece in its global expansion strategy: launching in Japan.
The company's first mark in the country will be with a three-level facility in Tokyo's trendy Minami Aoyama area this fall, noted Dominique Conseil, president of Aveda, who visited here in May to announce the official launch of the brand to the Japanese market. The space will include a shop and cafe on the first floor and a salon and spa on the second floor and basement, respectively.
Global expansion for the brand has been a goal of Aveda's parent, the Estee Lauder Cos., since it purchased the lifestyle brand in December 1997. And with this launch, Aveda has a president who's at home in the market: before assuming the presidency of Aveda in July 2000, Conseil had previously been president
