Granit expands into Japan via wholesale partnership

Interior design chain Granit is expanding into the Japanese market using a low-risk wholesale model. Rather than opening physical stores with its own staff, the Swedish brand will act as a supplier to a local partner who manages sales and distribution in Japan.

This strategy allows the company to leverage local expertise and existing production networks without establishing a new logistics chain from Sweden to Asia. While the local partner handles sales, Granit will maintain control over product presentation in Tokyo and provide branding and marketing materials to ensure a consistent brand identity.

In its latest annual report, Granit reported a 5 percent increase in turnover to 235.5 million SEK, while the operating result showed a loss of 75.2 million SEK, an improvement from the previous year's loss of 85.5 million SEK. CEO Håkan Åkerström stated that the initial phase in Asia will focus on gathering data regarding Japanese consumer behavior, product assortment performance, and brand awareness.