Hasselblad's firat-ever retail outlet will open for business in Tokyo's fashionable Harajuku area on 14th September. The new store - a one-stop-shop of all things Hasselblad - is located adjacent to the Hasselblad Japan offices and close to a number of well-known retailers and trendy fashion boutiques. ""This is the first time in our history that we will be providing direct sales in store as opposed to the standard commercial protocol with partners, distributors and dealers," says William Penrice, president, Hasselblad Japan. "This store launch is a brand new challenge for the company and we are all very excited and enthusiastic about its future. We want people to just drop by whenever they can and browse, not just our latest cameras, but also enjoy a snapshot of our heritage and history."