Mayumi Ogawa 
Fountain pens and ballpoint pens from Itoya's ROMEO brand. (©Sankei by Ikue Mio)
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In June 2024, renowned stationery store Itoya celebrated its 120th anniversary. Its flagship store in Tokyo's Ginza district, marked by a red paperclip sign at the entrance, bustles daily with visitors from around the world.
On March 14, President Akira Ito introduced some recommended items to The Sankei Shimbun at Itoya's Ginza annex, K Itoya.
As digital lifestyles become the norm, Ito believes that "going out to shop will become a special occasion." To adapt, he plans to strengthen Itoya's original product lineup while focusing on in-store sales.
He also revealed plans to expand overseas with a new store concept that embodies the essence of Itoya. This initiative will complement its existing store in the United States.
Original Brands
Ito highlighted the company's success in growing its original brands. The share of original products in overall sales increased from 8.9% in 2019 to 17.5% in 2024, with revenue more than doubling.
One of its popular brands is ROMEO, known for its sleek designs in basic colors, ideal for business settings. "The ROMEO brand has been around for over 100 years since the first generation," Ito explained. Even middle schoolers have taken a liking to ROMEO ballpoint pens, often gifted by their parents.
Another popular brand is Color Chart, offering a wide range of colors with a more casual feel. "Color Chart was developed when only basic colors like black were available for leather in Japan. The brand began by dyeing leather in different colors," said Ito.
Among its recent items, the yellow jewelry case released at the end of 2024 has been popular for travel. Additionally, its eyeglass cases—especially the one that fits four pairs—have been a hit. "Colors express one's identity," Ito reflected.
Original products are central to Itoya's success. Ito envisions that in the future, around 80% of its offerings will be original products, playing a vital role in expanding overseas. "We'd like to bring the identity we've cultivated in Japan to overseas markets," he said.
The Special Act of Writing
On the first floor of K Itoya, a wide array of writing instruments awaits visitors. President Ito emphasized that with the advent of technology, the process of writing has become something special.
"Writing instruments evolved from dip pens to fountain pens, followed by ballpoint pens. Fountain pens require a gentle glide across the page, while ballpoint pens are used upright," he explained. "Later, with the rise of computers, even ballpoint pens became less necessary. Now, writing itself has become a special act."
Because writing has become more meaningful, many people are rediscovering the joy of using fountain pens, elevating the experience further.
Impact of Tourism
About 40% of Itoya's Ginza store sales come from non-Japanese customers, with high spending per visit. However, stores in residential areas are feeling the pinch of rising prices. In some locations, customer spending has dropped to about one-fourth of that in Ginza.
Residential areas face challenges due to aging populations and a decreasing number of potential buyers. "We will need to assess whether these stores can be maintained in the future. The number of regions where retail can thrive is likely to decline over time," Ito noted.
Despite these challenges, Itoya remains committed to focusing on in-store shopping and services. The Ginza store even operates dining spaces and rents out conference rooms.
"Going shopping is becoming a special event in itself," Ito said. "People still have a desire to go out and shop. To satisfy that desire, stores must provide enjoyable experiences where the products they take home become lasting memories."
The Itoya Shopping Experience
Ito's goal is to make each store "a place where people can visit daily, feel at ease, smile, and gain fresh inspiration." At Itoya, customers will find more than just pens and paper. Since 2024, the store has even begun selling orin (Buddhist bells), which have become popular with inbound tourists who use them for yoga.
Itoya is more than just a store — it's a unique space where stationery lovers can indulge their passions. "The character for 'bou' in bungu (stationery) can also mean 'room.'" Ito said. "We aim to go beyond handheld tools and consider the spaces and environments where they are used."
Another concept Itoya cherishes is "maison," a term that means "house" in French but also signifies prestigious luxury fashion houses. "This means conceptualizing and designing original products, selecting the best factories for production, and meticulously curating the store environment, from lighting to temperature, and providing personalized customer service," Ito elaborated.
Commitment to Quality
One noticeable aspect when entering an Itoya store is its unwavering dedication to quality.
"In the past, companies believed that customers always wanted cheaper products. But is that really true?" Ito asked. "If the product is the same, of course, I'd prefer a cheaper price too. However, if customers recognize value, they will still buy, even if the price increases slightly."
Ito also emphasized the importance of investing in employee wages as revenue grows, especially since over half of Itoya's sales come from physical stores.
As competition in the retail industry intensifies, Itoya's journey to remain a one-of-a-kind stationery store continues. Ito believes that a commitment to quality while "sensing changes in the times" will be a key factor in Itoya's future success.
About Akira Ito
Born in Tokyo in 1964, Akira Ito graduated from Keio University and later studied industrial design at the ArtCenter College of Design in the United States, graduating in 1991. He joined Itoya in 1992, working in system development and managing the Tamagawa store. He became a director in 2001 and assumed his current role as president in 2005.
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Author: Mayumi Ogawa, The Sankei Shimbun
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