Small Business Spotlight: Shoppu
After nearly two decades in the fashion industry across Osaka, Tokyo, and the United States, Miki opened Shoppu, an appointment-only vintage and designer clothing store in Toronto with a focus on hard-to-find Japanese fashion. Through Digital Main Street's Digital Service Squad, Digital Transformation Grant, and the Canada Digital Adoption Program, she built the digital foundation to grow Shoppu without losing the personal, curated experience it's known for.
Shoppu is a curated vintage and designer clothing store based in Toronto, founded by Miki, whose fashion career began in Japan in 2006. Across years of buying, styling, and retail work in Osaka, Tokyo, and later the United States, she was consistently drawn to the same kinds of pieces: ones with individuality, craftsmanship, and a sense of timelessness that trend-driven fashion doesn't offer. Shoppu grew out of that instinct, a space built around clothing that feels special and personal rather than seasonal.
Every piece at Shoppu is sourced intentionally, with a particular emphasis on Japanese fashion and unique garments that are difficult to find elsewhere. The shop operates by appointment only, so customers can explore the collection in a relaxed, one-on-one setting rather than browsing a traditional storefront.
As a solo founder, Miki runs every part of the business herself, from sourcing and merchandising to photography, customer service, and shipping, which left little time to figure out digital strategy on her own. She worked with the Digital Service Squad program in 2024, and also accessed support through the Digital Transformation Grant and the Canada Digital Adoption Program (CDAP) as she worked to build out Shoppu's online presence.
“Through the program, I learned how to improve my e-commerce experience, optimize my website, and better communicate my brand story online,” Miki says. “The program also provided valuable guidance on digital marketing and customer engagement, helping me connect my online store with my appointment-based in-person shopping experience.”
Before working with the Digital Service Squad, Miki had very little knowledge of how to build and grow an online presence. What made the difference, she says, was that the support went beyond general information.
“I was given specific tasks and actionable recommendations, which allowed me to implement changes step by step and build skills that I continue to use today,” she explains. “The program helped create a strong foundation that enables me to independently manage and continue improving the digital side of my business.”
Because Shoppu operates by appointment rather than as a traditional retail storefront, its digital needs don't follow a standard template. Rather than offering a one-size-fits-all solution, the Digital Service Squad visited the shop in person to experience the atmosphere firsthand, then worked with Miki to identify the tools and strategies best suited to her specific model and customer experience.
“As a result, I was able to strengthen my online presence while maintaining the personal and curated nature of the business,” Miki says. “The knowledge and digital strategies I gained through the program have helped me connect with customers more effectively, communicate my brand story online, and build a sustainable foundation for future growth.”
Looking ahead, Miki wants to grow Shoppu's reach across Canada and internationally while staying true to the curated, personal experience at its core. The digital skills she built through the Digital Service Squad, Digital Transformation Grant, and CDAP continue to shape that growth, particularly in strengthening the connection between Shoppu's online presence and its in-store appointments, from how customers discover the brand and learn about new arrivals to how they book a visit.
“I want to use digital tools not only to increase visibility and sales, but also to maintain the personalized experience that defines Shoppu,” she says. “My goal is to build a sustainable business that combines the intimacy of a small independent shop with the reach and accessibility of a strong digital presence.”
Discover how Shoppu is bringing curated vintage and designer fashion to Toronto and beyond. Visit their website to learn more.
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