Baroque launches The SHEL’TTER TOKYO

On April 18, 2012, Baroque Japan Limited launched The SHEL’TTER TOKYO in Tokyu Plaza Omotesando / Harajuku, the newest store in our SHEL’TTER global flagship chain. Since the opening of our first moussy shop in Shibuya 109 in April 2000, we at Baroque have gained the support of customers as a leading provider of innovative fashion to be found nowhere else. As of the end of March 2012, with our ongoing brand and store expansion, we have grown to operate a total 17 brands, 284 stores in Japan, and 30 stores abroad, in China, Hong Kong, and Taiwan.

The SHEL’TTER TOKYO is a long-awaited global flagship store in the heartland of Japanese fashion, the Omotesando / Harajuku area, and constitutes the largest Baroque Group store in terms of both floor area and number of brands. The SHEL’TTER TOKYO is the culmination of both the support and guidance given us by our customers and clients since our founding, and for which we express our heartfelt thanks.

The SHEL’TTER TOKYO boasts a product lineup that exceeds any SHEL’TTER store of the past in both selection and quantity. It brings together under one roof the familiar brands of moussy, SLY, RODEO CROWNS, rienda, and BLACK by moussy, as well as the new brands launched by Baroque this spring, ENFÖLD, TWNROOM, phebely, Lilidia, and Avan Lily. Furthermore, it also offers limited-edition lines available exclusively at the store from brands including moussy, SLY, and RODEO CROWNS, as well as products selected or remade by prominent stylists—and even cosmetics, imported items, and sweets.

As a retail hub of the Baroque Group, The SHEL’TTER TOKYO not only showcases our brands and products but also brings to the world a new lifestyle of “clothing, food, and play” that we have created at the intersection of fashion and culture. Thank you for your continued support of Baroque Japan Limited, and we look forward to your visit at The SHEL’TTER TOKYO.

Hiroyuki Murai
Representative Director and CEO
April 18, 2012


The SHEL’TTER TOKYO design concept is that of an old, renovated overseas-style warehouse. Each floor has a different name and theme—1F GROUND, B1F GARAGE, and 2F LOFT—making for a space of sophistication and excitement, and creating a fusion of the identities and outlook on the world expressed by the brands and the items on display. The shop offers customers the space and time for fun and stimulating fashion encounters.