Success Story: Vermicular Accelerates International Shopper Growth with a Seamless Tax Free Shopping Experience
Meeting the Demands of Growing International Tourism
As inbound tourism continued to grow in Japan, Vermicular saw a significant opportunity to serve more international shoppers visiting its stores. Tax Free Shopping became an increasingly important part of the business, accounting for approximately 20% of total sales between September 2025 and March 2026. To support this growth, the company needed a Tax Free solution that would be simple to implement, easy for store staff to operate, and capable of delivering a smooth customer experience at every touchpoint.
Known for its premium cast iron cookware and commitment to Japanese craftsmanship, Vermicular attracts visitors from across Asia and beyond. Many travelers discover the brand through social media, online reviews, and word-of-mouth recommendations before making a dedicated visit during their trip to Japan. According to Global Blue shopper data, the number of Taiwanese visitors shopping in Japan increased by approximately 19% year-on-year, further highlighting the growing importance of serving international customers effectively.
“Being made in Japan is a significant attraction for international customers. Many visitors come to our stores specifically looking for products that can only be found in Japan and that reflect Japan’s renowned quality standards,” said Miho Kuwahara, Planning & Operations Group Manager at Aichi Dobby Corporation.
A Simple Tax Free Solution Designed for Efficient Store Operations
When introducing Tax Free Shopping, Vermicular wanted to avoid adding operational complexity to its stores. The company needed a solution that would enable staff to assist international shoppers efficiently while maintaining the high level of service customers expect from the brand.
Global Blue supported the company throughout the implementation process, providing guidance from tax office registration through to operational setup and staff onboarding. This helped ensure a smooth and efficient launch without placing additional administrative burdens on store teams.
A key factor in the successful rollout was the implementation of Global Blue IC2 Mobile, which features an intuitive interface and streamlined workflow. Staff were able to learn the system quickly, reducing training requirements and enabling stores to provide Tax Free Shopping with confidence from day one.
The entire process, from registration to daily operation, was straightforward and easy to understand. The tablets are simple to use, and our staff became comfortable with them very quickly.
Removing Language Barriers to Deliver Better Customer Experiences
Providing a great shopping experience for international visitors requires more than operational efficiency. Clear communication is equally important.
Through multilingual point-of-sale materials available in Chinese, Korean, English, and Japanese, Global Blue helps store staff clearly explain Tax Free procedures to customers from around the world. This minimizes language-related challenges while helping shoppers understand each step of the process with confidence.
As a result, employees can focus on delivering exceptional service rather than spending additional time explaining administrative procedures. At the same time, customers benefit from a smoother and more reassuring shopping experience.
The Tax Free process is clearly explained in multiple languages, so simply pointing to the guide while assisting customers is often enough to communicate everything they need to know.
Supporting Business Growth Through Seamless Tax Free Shopping
By combining simple implementation, user-friendly technology, and multilingual support, Global Blue has helped Vermicular create a Tax Free Shopping experience that is efficient for staff and convenient for international visitors.
Today, Tax Free Shopping represents approximately 20% of total sales, demonstrating the growing contribution of international shoppers to the business. The solution has enabled the brand to welcome increasing numbers of overseas visitors while maintaining the premium customer experience that defines the Vermicular brand.
Looking ahead, Vermicular remains committed to sharing Japanese craftsmanship with customers from around the world. Supported by Global Blue, the company is well positioned to continue serving the needs of international travelers and capitalize on future inbound tourism growth.
“For us, it is important that customers are satisfied not only with the products they purchase, but also with the overall buying experience. That experience itself is an important part of the value we provide,” said Miho Kuwahara, Planning & Operations Group Manager at Aichi Dobby Corporation.
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