Japan's Mash Holdings enters North America with brands Snidel and Gelato Pique

By

Isabelle Crossley

Published
Nov 17, 2017

Mash Holdings has announced that it will enter North America with its first overseas subsidiary outside of Asia, Mash USA Inc. The company plans to open flagships for both womenswear label Snidel and loungewear brand Gelato Pique, preceded by a pop-up for the latter.

Ahead of its flagship opening, the Gelato Pique pop-up store is will open at the end of November on 144 Orchard Street on New York’s Lower East Side, running until February 14 to accommodate Christmas and Valentine’s Day shoppers, the brand said.

Also on New York’s Lower East Side, the opening of the Snidel store is scheduled for April 2018. The store will comprise 145 square metres over two floors.

The company is also eyeing the possibility of launching the Mash Group e-commerce site, “Usagi Online” (Rabbit Online) in the United States. Based on wholesale sales from e-commerce and brick and mortar stores, the business aims to garner around ten million yen in sales per brand each month and there will be a focus on e-commerce and physical store wholesale.

The company Mash Holdings founded Mash USA Inc. on August 28 of this year. It is already present in Japan, China, Hong Kong, Taiwan and Macao. Amongst its sizeable fashion and beauty portfolio, it counts the brands Lily Brown, Furfur, Mila Owen, Cosme Kitchen and Biople.