First in Japan! For people over 50! A select shop for reading glasses opens in Sugamo, Tokyo!! Enjoy a new style of reading glasses as “fashion”

[First in Japan! For people over 50!] A select shop for reading glasses opens in Sugamo, Tokyo!! Enjoy a new style of reading glasses as “fashion” ​
Suncreation Co., Ltd. Press release: June 18, 2025 [Japan’s first! For those over 50!] A select shop for reading glasses opens in Sugamo, Tokyo!! Enjoy a new style of reading glasses as “fashion”
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-59b19a56fb0f1ce1b319b79ce7f48221-2127×1003.jpg A new style of reading glasses that you can enjoy as a fashion item Suncreation Co., Ltd. (Head office: Toshima-ku, Tokyo; CEO: Akiyoshi Ota), which operates the total beauty salon “EGAO” targeting women over 50, proposes a new style of enjoying reading glasses as a fashion item. All of the “Egao Reading Glasses” POP UP shops that have been open in various locations since 2024 have been very successful, and many people have enjoyed “reading glasses as a fashion item”. In response to this response, we opened our flagship store “Egao Reading Glasses” in Sugamo, Tokyo on Wednesday, June 18, 2025. We will add a new value of “enjoying it as a fashion item” to reading glasses, which have traditionally been emphasized for their functionality as a “tool for seeing,” and will create a new style as a reading glasses select shop.
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https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-a5032731811c4fa6f777efa5da520472-639×379.jpg POP UP at Nakano Marui (June 2025)
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-ad46ddc2c69940062e9d5f1896a6940d-639×379.jpg POP UP at Kichijoji PARCO (March 2025) [Tokyo, Sugamo] Egao Reading Glasses (Flagship Store), a select shop for reading glasses for people over 50, opens All of the POP UPs held in various locations were a huge success, and many people enjoyed “reading glasses as a fashion item.” In response to this reaction, Egao Reading Glasses’ flagship store was opened in Sugamo Jizo-dori Shopping Street. As Japan’s first select shop for reading glasses, we are introducing a new style. Why did you propose reading glasses as “fashion”? ～What we learned from customer feedback and data
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-0298a6d5534fb27c748a44a8289fc04d-505×471.jpg [01 Customers’ comments] Reading glasses that can be enjoyed as fashion We at “EGAO” are a total beauty salon for women over 50. Many of our customers use reading glasses. “It would be nice if there were reading glasses that could be enjoyed as a fashion item.”Many people felt this way.
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-318c036c8d7ec909c1f7d787e584dcf8-592×509.jpg [02 Trends in eyeglass stores] Reading glasses play a supporting role at eyeglass stores It seems that reading glasses are rarely actively suggested at eyeglass stores. Reading glasses are often sold at 100-yen shops and general stores, and this may also be due to the fact that eyeglass stores often recommend bifocal glasses instead. Image
URL: https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-8484344488eb9045c9d78075cdbd11ea-1040×962.jpg [03 What to look for in glasses] Emphasis on “fashion” in glasses In a survey asking “What kind of impression do you want to give by wearing glasses?”, the results showed that 35.2% of women place importance on “fashion”. This need should also apply to reading glasses – that’s why we thought that incorporating a fashionable element would be a new proposal that meets women’s expectations.
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-85a5720f38e0032e02cfe2af556ed1ac-2127×231.jpg What I saw when selling reading glasses as a “fashion item” First, we decided to sell reading glasses at a pop-up (limited-time store). When we actually started selling them, we noticed a lot of things. Image
URL: https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-b24f607bd8491b1bddfa328b0b14314d-651×426.jpg The fun of choosing Perhaps because there weren’t many stores that carried a large selection of reading glasses until now, it was impressive to see customers happily choosing between a wide selection of reading glasses, saying things like “This one is nice” and “This one looks good on me too.”
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-2b060f86d2d873156df4bd1699d7843d-651×426.jpg Presents/souvenirs By incorporating a fashionable element, many people have chosen them for their loved ones, saying things like, “This would look good on my mom,” or “I want my grandma to wear this.” There has also been an increase in cases where people purchase them as gifts or souvenirs.
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-6b68a6b95f2bc2ac87cdeeaae51c51b7-651×426.jpg From “purposeful purchases” to “impulse purchases” Many people have multiple pairs of reading glasses for different purposes, such as for the living room and for going out. Prices are also reasonable, ranging from 2,000 to 9,000 yen, encouraging impulse buying rather than the traditional “purpose buying”.
The response caused by “fashion x reading glasses” The unprecedented proposal of “reading glasses as a fashion item” has been met with a great response through POP UPs and TV shopping across the country.
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-d4ae7491e5dee4facfb159b62ed7fbdb-644×367.jpg POP-UP is popular all over the place Since January 2025, we have held 10 “Egao Reading Glasses” POP UPs in various locations, including Marui and PARCO, and each one has received a great response. Image
URL: https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-737256193f3691efa928984a7ee72d3e-651×366.jpg 1200 books sold in 1 hour SHOP CHANNEL (broadcast on May 19, 2025) received positive feedback from many people, including 1,200 pairs of reading glasses designed by Egao Reading Glasses being sold in just one hour.
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-a3102246679f961b72d760c238a4dd84-478×429.jpg Younger generation is also interested By being featured on social media, the store has received a positive response from the younger generation, who come to the store with their mothers and grandmothers, creating a new form of communication where families can enjoy fashion together. [Japan’s first reading glasses select shop in Sugamo, Tokyo] Egao Reading Glasses (flagship store) opens
https://prcdn.freetls.fastly.net/release_image/109865/9/109865-9-946d001192b4f0a29b9946f439b3b732-709×498.jpg In response to the positive response, on Wednesday, June 18, 2025, we opened the flagship store of “Egao Reading Glasses,” Japan’s first reading glasses select shop, along the Sugamo Jizo-dori Shopping Street in Sugamo, Tokyo. Anyone can use it as a place where they can casually enjoy reading glasses. Please feel free to stop by and enjoy shopping. 1F, Kanno Building, 4-15-10 Sugamo, Toshima-ku, Tokyo 170-0002 [Telephone]03-6555-1385
【Website】https://egao-salon.jp/reading-glasses/ 【Opening Days】 Open every day from 6/18 (Wed) to 7/13 (Sun) except 7/1 (Tue) and 7/2 (Wed) *Opening days after 7/14 (Mon) will be announced on the website 【Business hours】10:00-18:00 (Until 16:00 except Saturdays, Sundays, holidays, and days ending in 4 [4th, 14th, 24th]) 【Access】4 minutes walk from Koshinzuka Station (Toden Arakawa Line) / 9 minutes walk from Sugamo Station (JR Yamanote Line) / 8 minutes walk from Sugamo Station (Tokyo Metro Mita Line) A3 exit
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