TOKYO – After mastering the art of selling no-frills glasses to deflation-wary Japanese shoppers, the country’s largest eyewear maker is learning the finer points of the upsell.

A limited run of premium-priced 90,000 yen (S$716) designer spectacles by JINS Holdings that sold out earlier in 2026 showed that consumers are finally ready to pay more – even for everyday items – as inflation creeps back into the economy.

JINS rose to prominence 25 years ago with its bargain-basement 4,990-yen eyeglasses, becoming a household name for cheap chic as falling or stagnant prices took hold. Now, the Tokyo-based lensmaker is positioning itself to take advantage of the shift toward greater pricing power by opening up stores in ritzy venues such as a new flagship location in central Ginza – a break from its dowdier shops in train stations and shopping malls – and by offering a broader price range.

“The era of discussing products based on price alone is over,” said Hitoshi Tanaka, 63, the company’s founder and chief executive. “If something has real value, customers will buy it, even at a higher price.”

As JINS moves upscale at home, Tanaka also sees opportunity in the American market, betting that Japanese fashion sensibilities and a vertically-integrated, direct-from-factory business model can compete overseas with rivals such as European giant EssilorLuxottica. Tanaka says he is encouraged by American tourists seeking out JINS stores in Japan and viral American social media posts.

Japan Inc challenged

Shifting consumer demand, rising fixed costs and a sharp drop in the value of the yen against the US dollar are presenting a tsunami of challenges to much of corporate Japan. But JINS is among a group of retailers leveraging hyper-efficient supply chains to profit from less price-sensitive ...