The company is betting beyond wholesale with retail projects to help international labels build a presence in Japan, and now China.

LONDON — Seiya Nakamura has spent 12 years building a global fashion business that reaches beyond wholesale.

His namesake company, Seiya Nakamura 2.24, handles distribution for brands including Jacquemus, Paloma Wool, Satisfy and Toteme, managing sales to more than 1,600 stores globally, while developing retail and consulting work alongside its sales and public relations services.

The company has opened a number of stores, pop-ups and an event and exhibition space, and it has more than 10 retail projects in the pipeline for the Japanese market for 2027.

Now Nakamura is taking that broader approach into China. The brand set up a Shanghai office and showroom in 2019 serving more than 30 accounts, including Courrèges, Isabel Marant, Jean Paul Gaultier, Amomento and Gimaguas, as well as Chinese brands such as Shushu/tong and Feng Chen Wang for overseas sales.

From October, the company is planning pop-ups for Paloma Wool within the historic former French concession and The Frankie Shop at the upscale shopping mall Réel near Jing’an Temple in Shanghai, WWD can exclusively reveal.

The projects mark a step from supporting brands through sales and public relations toward 360-degree localized brand development and developing retail experiences in China.

Nakamura said the company wants to adapt its service to each label rather than transfer a single model from Japan.

“We don’t want to be just a copy-and-paste model that other companies have been doing.

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