What: Liberty's 150-year relationship with Japan has evolved into a £13 million fabric business, demonstrating how cultural exchange and market adaptation can create sustainable international retail success.

Why it is important: The evolution of Liberty's Japanese business from cultural exchange to a significant revenue stream provides a blueprint for retailers seeking to develop a long-term international presence through authentic cultural connections.

Liberty's 150-year exhibition showcases the profound impact of Japanese culture on the store's identity since its founding in 1875. Arthur Lasenby Liberty's early recognition of Japan's artistic value led to significant investments, including a remarkable £25,000 (equivalent to £2.7-3.8 million today) during his 1889 visit. The store's early commitment to Japanese craftsmanship, exemplified by hiring Hara Kitsue as one of its first three employees, established a foundation for lasting cultural exchange. Today, Japan represents Liberty's second-largest market, generating approximately £13 million in fabric sales annually. The company's Japanese subsidiary, established in the 1980s, develops both original and adapted prints specifically for the local market, selling approximately 1.5 million metres of fabric yearly. This success extends beyond direct sales, with Liberty textiles contributing to a broader business ecosystem worth over a billion in size. The company's selection to represent the UK at the World Expo 2025 in Osaka further validates their enduring connection with Japan.

IADS Notes: Liberty's evolution as a retail destination reflects its successful balance of heritage and innovation throughout 2024-2025. According to Fashion Network in November 2024, the company demonstrated strong financial performance with revenue reaching £123.9 million and improved EBITDA margins, validating its strategic approach. This success continued as Fashion Network reported in October 2024 that Liberty expanded its reach through its first scent pop-up at Battersea Power Station, showcasing its ability to extend beyond its historic location. The company's commitment to brand curation was evident when Fashion United noted in September 2024 its strategic partnership with Sézane, enhancing its retail offering. Monocle's analysis in May 2025 highlighted Liberty's position as a beacon of considered retail, successfully combining historic charm with modern retail practices. This evolution culminated in March 2025, when The Standard reported the launch of "Seventy Five," a new restaurant concept that demonstrated how heritage retailers can create contemporary experiences while honouring their traditions. The company's enduring success in Japan, representing their second-biggest market globally with £13 million in fabric sales, exemplifies how historic retailers can maintain international relevance while preserving their unique identity.

Liberty of London’s love affair with Japan