In 2003, BEAMS launched a style that fuses traditional handicrafts, mainly from Japan, with new and old designs collected mainly from Scandinavia, under the theme of "bridging the gap between design and craft." Based on the idea of "less global, more local," the store offers a lifestyle-oriented selection that goes beyond the scope of previous selections, offering not only men's and women's wear collected from all over the country, but also tableware, interior goods, and even food.