Distance enters Japan, launches own-brand label

Even in Japanrunning wears out shoes. That’s why the French multi-brand retailer Distance expanded to Tokyo a few weeks ago and will soon open in Osaka. Founded in 2018, the Lyon-based company has made international expansion its priority, with Japan its newest market. It is also eyeing Milan, London and New York for future locations.

The interior of Distance's Tokyo boutique — The interior of Distance’s Tokyo boutique – Distance

Shortly before the opening of Distance’s Paris boutique, Guillaume Pontier was adamant: the multi-brand retailer’s development strategy is focused on international growth rather than France. That’s why he has communicated in English since the outset. The co-founder cites the space opened in 2022 in Iten in Kenya, the “Mecca of world running” that has produced many marathon champions, and another opened in 2024 in Copenhagen. The latter, a success, served as a test for Distance before it looked further afield.

A booming Japanese running market

South Korea was to have been the next step. But the saturated market redirected them towards Japan, where Pontier and Xavier Tahar have set up a joint venture with a local partner who already runs some fifty stores across the country. The partner handles logistics, while Distance exports its brand image and running culture to the market, as Pontier explains.

A Distance Boutique will open very soon in Osaka – Distance

Located between Shibuya and Harajuku, the store, which opened a month ago, spans around 100 square metres. Despite warnings about the Japanese market and cultural differences with Europe, the two co-founders of Distance have noticed little of this.

“Objectively, sales and customers are the same,” points out Pontier. He goes on to mention the strong local running culture, and a running boom akin to that seen in France after the Covid-19 lockdowns. Among the country’s major races, the Hakone Ekiden relay, usually held on January 2 and 3, sees students compete over a 200-kilometre course.

Launching its own brand

In Distance’s experience, the Japanese market seems to have as much appetite for French brands as the French market has for Japanese brands. Satisfy is thus resonating in Distance’s Tokyo boutique, and soon in Osaka, where work is underway. This city, one of the largest in the country, could be particularly lucrative for Distance, according to feedback from its local partner.

Japan's running market is booming, much like France's post-Covid — Japan’s running market is booming, much like France’s post-Covid – Distance

This international expansion could be doubly beneficial to Distance, the multi-brand retailer having just launched its own label.

Developing a running apparel line has always been part of the co-founders’ plans, inspired in particular by Kith‘s concept of combining an in-house label with a wholesale catalogue. Launched over the weekend of April 11 and 12, the first Distance drop includes a long-sleeved T-shirt (95 euros), a short-sleeved T-shirt (85 euros) and shorts (90 euros), all available in several colours.

Made in Taiwan by a factory supplying brands such as Arc’teryx, the pieces were designed using feedback gathered from runners by the Distance team over the years; the team is now aiming to fill a gap in the existing running offer.

‘We want to become the Supreme of running’

While the second drop, scheduled for September, should be more substantial, Distance won’t be going into footwear—at least, not on its own. As a collaboration, the project is more realistic; But for the time being, nothing is planned. Textile collaborations are another pillar of development for the multi-brand retailer. It will end 2026 with two collaborations completed, one with Nike in July, the other with Asics in September.

Four collaborations are expected in 2027, excluding co-branded products (with Asics in particular), already on sale for two years.

“We want to become the Supreme of running, bring street culture,” asserts Pontier, referring to the community events organized by Distance, from athlete talks to “apéro-runs”.

The bulk of Distance's clientele are beginner runners, hence the in-depth support offered in store. — The bulk of Distance’s clientele are beginner runners, hence the in-depth support offered in store – Distance

In the medium term, Distance aims to lower the prices of its newly launched products, though that will depend on their success. The brand, now also focused on running apparel, plans to time its drops to the marathon calendar, notably in Paris, whose most recent edition offered a glimpse of the launch: 60 per cent of products sold over the weekend of April 11 and 12 were Distance-branded, according to Pontier.

International openings, an own brand, and collaboration, the many avenues of development presented here should strengthen the business of a company “profitable since day one”, which closed the 2025 financial year with double-digit growth.

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