hayaoki Inc. Popular apparel brand “pium” will open its long-awaited second store at Lumine Est Shinjuku on Thursday, September 11, 2025

[Hayaoki Inc.] Popular apparel brand “pium” will open its long-awaited second store at Lumine Est Shinjuku on Thursday, September 11, 2025. ​ hayaoki Co., Ltd. Press Release: August 1, 2025 To Members of the Media Popular apparel brand “pium” will open its long-awaited second store at Lumine Est Shinjuku on Thursday, September 11, 2025. Pium, an apparel brand operated by Hayaoki Inc., will open its second permanent store at Lumine Est Shinjuku on Thursday, September 11, 2025. “pium” is based on the brand concept of “never giving up on cuteness.” With a focus on fashion for yourself, the brand offers items with meticulous attention to detail and silhouette, with a focus on fashion that makes you feel confident when you wear them. The brand offers a unique, adult girly style, filtering a slightly darker, sweet and cute doll-like worldview. The Shinjuku store, opening this fall, is more focused on “cute and mature” than the Shibuya store, with a sophisticated, girly atmosphere based on pium’s signature muted pink and incorporating black accents. Classical décor enhances the luxurious feel and creates an
extraordinary atmosphere. Enjoy the special world of pium, where your inner “cute” is updated every time you visit. To celebrate the opening, we are planning a variety of events for customers to enjoy, including an in-store event with producer Sayaka, original novelty items, and early sales of new items. For more information about the pium Lumine Est Shinjuku store, please visit the special page on the official pium web store.
https://piumofficial.com/pages/lumine-est-shinjuku
https://prcdn.freetls.fastly.net/release_image/113092/10/113092-10-f36b074aaa2f1b5a87730bd317797bc2-3840×2160.png
https://prcdn.freetls.fastly.net/release_image/113092/10/113092-10-170d0836808988088d7e2c29b453af92-3840×2160.png pium Lumine Est Shinjuku Store – Completion Illustration Design and Construction: L&B Co., Ltd. URL: https://lnb.co.jp/ Store Name: pium Lumine Est Shinjuku Store Opening Date and Time: Thursday, September 11, 2025, 11:00 AM Address: B1F Lumine Est Shinjuku Store, 3-38-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022 Business Hours: Same as facility business hours Producer Sayaka visits the store! Opening Celebration Event Producer Sayaka will be visiting the Lumine Est Shinjuku store on the following dates and times.
https://prcdn.freetls.fastly.net/release_image/113092/10/113092-10-aa096f49869e640c5c2cc0cef19be961-1080×1350.png Sunday, September 14th, 2:00 PM – 7:00 PM *There may be times during the event for breaks. If you spend 15,000 yen or more in-store during the event, you can take a commemorative photo with Producer Sayaka on the spot. pium Lumine Est Shinjuku Store Reservations are not required for this event. Customers who wish to participate in the event should come directly to the store during the event hours. Entry may be restricted if the store is crowded. There is no limit to the number of times you can take photos, so you can participate multiple times. Pre-sale of new products and novelty giveaways At Lumine Est Shinjuku, we will be offering pre-sales of new products scheduled to be released on the online store from September onwards, as well as selling popular items that have sold out on the online store.
https://prcdn.freetls.fastly.net/release_image/113092/10/113092-10-f3e746fde2515650153deace8239e069-1080×1350.png *Please check our official SNS for other sales schedules. *The sales schedule is subject to change. To celebrate the opening, the following novelties will be available on a first-come, first-served basis. As novelties are limited in quantity, they will be available while supplies last. Customers who spend 30,000 yen or more Quilted Ribbon Mini Tote (Pink x Black/Black/Enamel Pink/Enamel Black)
https://prcdn.freetls.fastly.net/release_image/113092/10/113092-10-5e7a36fc61eb1205d1292631456f1d96-1200×1500.png Limited Edition Shopper Bag Commemorating the Opening of Lumine Est Customers who spend 10,000 yen or more will receive a limited edition shopper commemorating the opening of the pium Lumine Est store.
https://prcdn.freetls.fastly.net/release_image/113092/10/113092-10-d35de05fd299c128b90643274b353942-1040×1040.png Official website & SNS pium official web store
https://piumofficial.com/ Instagram
https://www.instagram.com/piumofficial X (Twitter)
https://twitter.com/pium__official TikTok
https://www.tiktok.com/@piumofficial