Let’s take an explore of COURTS NOJIMA The Heeren flagship store in the heart of Orchard Road. NOJIMA is a household name in consumer electronics in Japan, originating from Japan and has been providing consumers with affordable quality electronics and home appliances for over 30 years.
The store here at The Heeren is a collaboration between NOJIMA and local retailer Courts. It occupies form the ground floor up offering a lifestyle selection of made electronics and home furnishing.
A Heeren anchor tenant
COURTS Nojima The Heeren spans across five floors as the building’s anchor tenant. Furthermore, each floor has a theme, with each floor dedicated to different products. The first floor is home to the electronics section, which is a highlight of the store.
Also, Nojima second floor features home and kitchen appliances, while the third and fourth floors house furniture and bedding products. Finally, the fifth floor is dedicated to dining and lifestyle products, as well as a number of sub-tenants.
Electronics Ground Floor
Moreover, the store’s ground floor houses the electronics section. Here, you can find a curation of mobile phones, laptops, cameras, televisions, and audio equipment. This floor is divided into different sections. Each their own point of interest, making it easy to find what you need. Also, this ground floor is spacious, making it easy to navigate and browse the products on sale. Also, this is where most customers spend their time.
Furthermore, the ground floor is home to mainstream audio-visual electronics in the market. Such as home-entertainment and televisions. You can find curations from top brands such as Samsung, Sony, LG, just to name afew. The offerings are rather run-of-the-mill and nothing to scream home about, typical of what you can find in competing stores like Harley Norman or Best Denki too. Still, the staff on this floor is also knowledgeable and will assist you in finding the right product for your needs.
E-sports section
Additionally, there is also a large section dedicated to E-sport and Gaming, with it’s own small gaming arena booth area where competitions presumably held. Littered around here are shelves stocked full of gamer gear ranging from mechanical keyboards, headphones and gaming microphones.
All the peripherals to up your game. There is also a drone section with a small curation of DJI camera gimbals and drones such as the Mavic.
In addition, the collection here though large is not as impressive as the electronics stores in Japan, especially when it comes to the keyboards and camera sections. There are no try out counters or long rows of quirky keyboards you come to love about Japanese mega electronic shops.
The second floor, is dedicated to household workhorse, offering a comprehensive selection of refrigerators, washing machines, and air conditioners. On the other hand, the third and fourth floors have an array of furniture, including sofas, beds, and dining tables. Notably, the ground floor is a spot where the establishment runs regular promotions and discounts. But you do need to keep a lookout for these.
Wrapping up
Furthermore, NOJIMA positions itself as a one-stop-shop for all your electronics needs. The store and brand are synonymous to other big-name electronics retailers in Japan, like Bic camera or Yodobashi for instance we checked out previously in Japan.
Notably, the store is nice and quiet even on a weekend evening. Possibly a good place to shop at your own pace and time. It gets quieter as you head up the floors too, served by escalators at the back of the store which used to serve old tenants like HMV back in the 2000s.
All in all, COURTS NOJIMA The Heeren at Orchard Road is a good take on injecting new life into the otherwise monotonous and boring electronics retail scene. A place to consider if you are in the market for electronics or home appliances. Its strategic location in the heart of Orchard Road makes it easily accessible, making it the ideal shopping destination for locals and tourists alike.
