Japan's JINS Eyewear Moves Upmarket, Opening Stores in Premium Venues

Japanese eyewear brand JINS, which built its name on bargain ¥4,990 glasses over the past 25 years, is repositioning itself as inflation shifts Japan's pricing environment. The Tokyo-based company is opening stores in upscale venues and broadening its price range to capture higher-spending customers. The move marks a strategic pivot away from cheap-chic toward premium retail.