Paul Stuart GOLF, the golf line of Paul Stuart, has opened its first standalone permanent store, "Paul Stuart GOLF Matsuya Ginza Store," on September 1 (Tuesday), on the 6th-floor golf and sports section of Matsuya Ginza.
As part of a growth strategy under its mid-term business plan (covering the fiscal years ending February 2026 through February 2028), Sanyo Shokai has been expanding the business areas of its existing brands. With Japan's domestic golf equipment market holding above pre-pandemic levels in recent years, the company has been growing its golf category business by drawing on Paul Stuart's brand value.
The new store carries a full men's and women's lineup. Drawing on the brand's long-standing tailoring expertise, it proposes a golf style that blends quality, everyday-wearable design with the functionality golf requires, seamlessly connecting city life and golf.
Background of the Opening
Golf Market Trends: Demand Holding Steady, New Needs Emerging
In recent years, Japan's domestic golf equipment market has settled into a stable range following the demand surge driven by the COVID-19 pandemic. According to a survey by Yano Research Institute, the golf equipment market size in 2024 declined from the previous year but remained about 10 percent above the 2019, pre-pandemic level — suggesting that the pandemic-era rise in golf demand has become a lasting trend rather than a temporary spike.
(Source: Yano Research Institute, "Survey on the Golf Equipment Market (2025)," released October 10, 2025.)
Golf is also increasingly enjoyed not only as a sport but as a setting for business communication and social interaction, and as part of people's lifestyles. Against this backdrop, Sanyo Shokai sees growing demand for golf wear that combines high functionality with the versatility and quality to double as everyday clothing.
Sanyo Shokai's Business Strategy: Expanding Existing Brands into the Golf Category
Under its mid-term business plan, Sanyo Shokai has set expanding the business areas of its existing brands as a growth strategy. Paul Stuart GOLF, the golf line launched in fall/winter 2022, draws on the brand value and customer base that Paul Stuart built through tailoring, extending it into a new market. Since 2026, Sanyo Shokai has been pursuing full-scale growth of the line as part of the mid-term plan's growth strategy.
Paul Stuart GOLF carries forward the brand's long-cultivated craftsmanship and elegant style while incorporating the functionality golf scenes demand. Under the keyword "Contemporary Classic," it proposes a golf style that seamlessly connects city life and golf.
From Pop-Up to Permanent Store: The Road to Matsuya Ginza
In addition to corners within a Paul Stuart directly operated store and four department stores, Paul Stuart GOLF has held six pop-up shops at Matsuya Ginza across seasons from spring/summer 2023 through spring/summer 2026. Strong customer support for its products and styling proposals, along with solid sales results from those pop-ups, led to the opening of this first standalone permanent store as a venue to introduce the brand's world more broadly.
Matsuya Ginza has a strong affinity with Paul Stuart GOLF's core customer base of urban-working executives and quality-focused shoppers, and Sanyo Shokai expects the location to serve as a base for bringing the brand's world to a wider audience.
Store Highlights
The Golf Line's First Standalone Permanent Store
Paul Stuart GOLF Matsuya Ginza Store is the golf line's first standalone store, permanently stocking a full men's and women's lineup. The product mix is 60% men's, 30% women's, and 10% accessories such as bags and caps, offering total coordination from apparel to accessories. The interior uses white-toned fixtures for a clean, sporty look.
A Permanent Polo Shirt Pattern-Order Service
Following "Paul Stuart Aoyama Main Store," Paul Stuart GOLF Matsuya Ginza Store permanently offers a made-to-order service for printed polo shirts. Customers can freely combine fabric colors and patterns with embroidery thread colors to have a shirt tailored to their own taste and the occasions they'll wear it for.
Customers can choose from 7 outer-fabric patterns across 32 colors in total, plus 12 embroidery thread colors for the chest.
For more on the polo shirt pattern-order service, see the press release published April 17, 2026: https://www.sanyo-shokai.co.jp/news/2026/04/17-1176.html
Featured Products
Quality Styling That Connects Golf and Everyday Life
From beginners just starting golf to those who enjoy prestigious courses or business golf, the store proposes coordination for a wide range of golfers. Rather than excessive ornamentation or flashy design, the brand values an outfit with the dignity and cleanliness appropriate to the setting. Drawing on years of tailoring expertise, Paul Stuart GOLF proposes a style that fits naturally into golf as well as everyday scenes such as business casual and weekend outings.
For fall/winter 2026, the line proposes a golf style themed "Nu Country," building on Paul Stuart's classic style while incorporating a contemporary sensibility. Drawing on the pattern-making expertise built up as a tailoring brand, the line adopts three-dimensional patterns designed for the movement of a golf swing and walking. The lineup combines functionality and comfortable wear with pieces that look sharp at the clubhouse or while getting around, and that also work easily into everyday outfits.
The following are examples from the lineup. All prices include tax.
Two-Tone Short-Sleeve Polo
- Price: ¥27,500
- Description: A polo shirt with a striking color-block design that stands out on its own (functionality: cooling touch, UV protection)
Suede-Touch Half-Zip Hoodie
- Price: ¥41,800
- Description: A jersey top with a suede touch that evokes autumn, equally at home around town (washable)
- Note: Expected to launch in early October
Snead-Jack
- Price: ¥49,500
- Description: An outer layer with a soft, light touch and stretch suited to playing golf, offering warmth (functionality: windproof, water-repellent)
- Note: Expected to launch in early October
Corduroy Jersey Dress
- Price: ¥69,300
- Description: A one-piece dress that can be layered as a jumper skirt or long gilet (washable)
Anorak (Hooded Blouson)
- Price: ¥49,500
- Description: A thin, lightweight yet warm outer layer using a long-pile tricot lining (functionality: windproof, water-repellent)
- Note: Expected to launch in early October
Stretch Taffeta Padded Vest
- Price: ¥49,500
- Description: A padded outer layer featuring boa fleece pockets and a removable collar (functionality: water-repellent, windproof)
- Note: Expected to launch in early October
Store Information
| Item | Details |
|---|---|
| Store Name | Paul Stuart GOLF Matsuya Ginza Store |
| Opening Date | September 1, 2026 (Tuesday) |
| Location | Matsuya Ginza 6F, 3-6-1 Ginza, Chuo City, Tokyo |
| Business Hours | 11:00 AM to 8:00 PM (until 7:30 PM on Sundays and the final day of consecutive holidays; subject to facility hours) |
| Product Mix | Men's 60%, Women's 30%, Accessories 10% |
| Price Range (tax included) | Tops ¥20,900–¥41,800 / Pants ¥25,300–¥36,300 / Blousons, Dresses ¥49,500–¥69,300 / Accessories ¥2,200–¥75,900 |
Future Outlook
Alongside its presence at Paul Stuart's existing stores and department stores, Paul Stuart GOLF plans to expand through channels with a strong affinity for the brand, such as golf-specialty e-commerce sites and prestigious golf clubs, aiming for roughly 20 stores in three years. Sanyo Shokai also plans to focus on outreach through video and social media to further raise the golf line's profile and strengthen customer touchpoints.
About Paul Stuart GOLF
Paul Stuart GOLF launched in fall/winter 2022. Built around three "C" concepts — CLASSIC (quality and timelessness), CLASS (fine quality and refinement), and COMFORT (function and comfort) — it is a collection offering men's and women's items that combine quality design with functionality.
Sales Channels:
Standalone Store (1 location)
- Paul Stuart GOLF Matsuya Ginza Store, 6F (Chuo City, Tokyo) — opened September 1, 2026
Corners Within Paul Stuart Stores (5 locations)
- Paul Stuart Aoyama Main Store, 1F the ARGYLE aoyama, 2-14-4 Kita-Aoyama, Minato City, Tokyo
- Paul Stuart Isetan Urawa, 5F men's apparel floor (Saitama City, Saitama)
- Paul Stuart Tamagawa Takashimaya, 4F men's apparel floor (Setagaya City, Tokyo)
- Paul Stuart Tobu Department Store Ikebukuro, 5F men's apparel floor (Toshima City, Tokyo)
- Paul Stuart Tobu Department Store Funabashi, 6F men's apparel floor (Funabashi City, Chiba)
E-Commerce
- Paul Stuart official brand website and store: https://store.sanyo-shokai.co.jp/pages/paul_stuart
About the Paul Stuart Brand
Concept: Paul Stuart proposes a refined elegance built around the keyword "Contemporary Classic."
Paul Stuart's 2026 fall/winter visual (men's)
Paul Stuart's 2026 fall/winter visual (women's)
Sales Channels:
- Paul Stuart Aoyama Main Store (1F the ARGYLE aoyama, 2-14-4 Kita-Aoyama, Minato City, Tokyo)
- Nationwide department stores: 43 men's apparel floors, 31 women's apparel floors
Paul Stuart official brand website and store: https://store.sanyo-shokai.co.jp/pages/paul_stuart
Official social media:
Instagram: https://www.instagram.com/paulstuartjapan/
Facebook: https://www.facebook.com/PaulStuartJapan/
