You might think that opening your new store in central Tokyo on 11 March, the day when the largest earthquake in a thousand years hit, constituted a pretty bad omen. In fact, Cabbages and Roses, the British interiors and clothing company, timed it just right.
According to a recent survey of consumer trends, the tragedy sent people in search of products and experiences that offer comfort, simplicity and healing - all of which Cabbages and Roses, with their nostalgic, country and nautical prints and evocation of a rural lifestyle deliver like a great big soothing embrace. Some of the best sellers in their new store are fabrics , along with books with step-by-step instructions for sewing various homemade items - another hit at a time when frugality and the personal touch are trumping glitz and ostentatious gift-giving.
It was obvious at their press launch, held at one of the houses on the British Embassy compound, that the Cabbages and Roses style had really captured the Japanese imagination. The place was packed, and journalists were queuing up to talk to and photograph designer Christina Strutt, who epitomised traditional English style in her floaty chiffon dress and over-sized straw hat. Great big vases of blousy blue hydrangeas, homely lived-in accessories and a steady flow of tea and strawberries completed the illusion that this was somewhere in a Cotswold village, not a bustling city of 12 million people.
Many other British companies are reaping the benefits of this trend too. Cath Kidston has opened seven new shops in Japan this year,and Lush, Body Shop, Neals Yard and lots of other companies emphasising the natural, organic and country style, are prominent in smart shopping centres in the big cities of Tokyo, Yokohama, Osaka and beyond. If that survey is right there's room for many more too. Contact us in UKTI Japan to find out how you can join the action.