Iida’s store still the A lot of things have changed in Hawaii in 101 years, but Iida's hasn't changed much.
same despite move
The Japanese goods retailer opens
today at a new Ala Moana siteStephanie Kendrick
skendrick@starbulletin.comSure, the store has moved a few times: It opened in Chinatown just before the 1900 fire; moved to Nuuanu and Beretania after the blaze; and, nearly 60 years later, became one of the original tenants at Ala Moana Center. But the business has stayed in the family and its basic inventory, traditional goods from Japan, has changed little.
Now Iida's has moved again. Prompted by a rent hike at the old site, it opens today at a new spot in the center, next to Hino Hairstyles and Wigs.
The store's sales floor has shrunk from 1,900 square feet to 1,600, but the rest isn't going to change, at least not much, according to President Robert Iida.
"We have to keep up with the trends," said Iida, grandson of founder Suisan Matsukichi Iida.
Don't expect the store to be stocked with Pokemon paraphernalia and desktop fountains anytime soon.
Products will be similar to those at the old store -- chinaware, happi coats, traditional party favors, among other things -- and everything will still be wrapped item by item. But he wants to make more of an effort to create colorful displays and cater to customer demands.
The new location is less visible than Iida's long-time corner spot near Ala Moana's Centerstage.
"It's not as good but, still relatively good," said Iida.
"We have to create our own traffic, we have to keep building on our customer base. We have to get our old customers back."
Getting those customers back has been made a little harder by the shift to a more visitor-oriented retail mix at Ala Moana, said Iida.
Unlike many of its fellow tenants, Iida's customer base is 80 percent to 90 percent local residents, he said.
But the retailer is optimistic.
"The economy was hard for the last several years. The economy was slow and we were slow, too. Now I think the economy will improve, and we will, too."