Railway Goods Specialty Store to Open at Shinagawa Station on Tokaido Shinkansen

JR Tokai Retailing Plus will open a railway goods specialty store “BLUE BULLET” at Shinagawa Station on April 16. The store will display vintage train headmarks and other items once used on actual trains, and attendants currently working on the Tokaido Shinkansen will be responsible for customer service.

Approximately 100 types of products popular on the company’s online store will be featured, including Tokaido Shinkansen Green Car hand towels, neck pillows with N700S Green Car seat moquette pattern, and Imabari towel handkerchiefs with 300 series pictogram embroidery. It also offers products aimed not only at railway fans but also at children and women with character collaborations. Some items will be sold for the first time outside of their online store, and in the future, exclusive BLUE BULLET items are planned for development.

One of the highlights of the store is the coupler cover with decorations from the last run of the 0 series on September 18, 1999, displayed facing the concourse. Customers are free to take photos. Inside, you’ll also find vintage train signs from the Nagoya area, the “Nanki” limited express headmark from the KiHa 82 series, a commemorative JR first-anniversary headmark attached to the 119 series “Suruga Shuttle,” and headmarks for the Euro Liner service “Suppuru Euro Akakura-Shiga.”

This is the first permanent store specializing in railway goods by JR Tokai Retailing Plus. According to the company’s representative, until now, most sales were made through their online store or sections within kiosks, but the rapid increase in sales in recent years led to the decision to open a permanent location. They utilized a vacant location that housed a bookstore until 2023, with preparations starting in the fall of 2024. Additionally, in-car cart sales were discontinued on the Tokaido Shinkansen in 2023, reducing opportunities for customer interaction with attendants. The aim is to increase customer contact points by having attendants handle customer service.

The store is located within the concourse at the north Shinkansen ticket gate. Entry requires a Shinagawa Station (Shinkansen) admission ticket or travel ticket. Opening hours are from 9:50 AM to 3:35 PM, closed on Tuesdays.