AnyMind Group, a brand enablement platform that provides technology and solutions for influencers, publishers, marketers and business owners, has today announced that the company has provided and is providing comprehensive support in helping LÝFT, a direct-to-consumer (D2C) fitness brand by Edward Kato, towards opening its physical flagship store, LÝFT OMOTESANDO HARAJUKU STORE. The physical flagship store is scheduled for launch in July 2021.
The store will sell LÝFT apparel, protein supplements, and other goods. Additionally, there will be limited edition products including LÝFT’s protein series exclusive bending machine, and fitness machines (further details will be announced upon the store’s opening). Along with future brand collaborations and events, LÝFT will also look to launch more physical stores in order to drive greater in-store experiences for customers in Japan.
Edward Kato, CEO of LÝFT, said: “I launched LÝFT with the intention of spreading fitness to the world through a brand, and at the same time, energizing the world. Thanks to the support from our customers, our products are used by many people as training wear for workouts, athleisure wear and everyday wear. Since the launch of the brand online, we have been thinking of opening a store where customers can actually feel our products and we can directly receive customer feedback for further product development, and we are finally ready to open the LÝFT OMOTESANDO HARAJUKU STORE, which will be our flagship store of the brand. We intend to continue providing fitness-related products and boost the fitness industry.”
Kosuke Sogo, CEO and co-founder of AnyMind Group said: “In the past year, we have opened up new possibilities for influencers to drive greater connections with their fans, most prominently by enabling influencers to create and sell their own brand and products. We will continue to lead and drive this trend both in the influencer and business domains by providing the necessary platforms to form the business infrastructure for individuals and enterprises to excel in the digital economy.”
In March 2020, AnyMind Group announced a capital alliance with LÝFT, which also marked the company’s move into the D2C space. The company has subsequently launched AnyFactory, a cloud manufacturing platform, AnyShop, an e-commerce enablement offering, and AnyMind D2C for Influencers, a program that identifies, builds, and incubates influencer D2C brands.
LÝFT is a D2C fitness brand that is committed to “making the world a better place through fitness”, and provides and develops information and products to enhance the lifestyles of as many people as possible. LÝFT was founded in 2018 by Edward Kato, one of the top male fitness influencers in Japan, with a focus on providing fitness apparel. In 2021, LÝFT expanded its product offering to include items such as protein supplements.
The LÝFT OMOTESANDO HARAJUKU STORE , located in the Shibuya district of Tokyo, will span 177.58 sqm (approximately 1911 sqft) and is inclusive of office space on the second floor.