Samantha Thavasa is a Japanese fashion company, known primarily for their popular handbags. It was founded in 1994 by Kazumasa Terada, the current CEO and president.
The company's marketing strategy is typified by its extensive utilization of Western celebrities and socialites in its advertising, although Lee Byung-hun was used to promote its jewelry brand, Samantha Tiara. Beyoncé along with her sister Solange Knowles and the Hilton sisters have been in advertising campaigns for them. Nicky Hilton, Victoria Beckham, and Tinsley Mortimer have handbag lines with the company. Jennifer Lopez also endorsed the brand in 2009. Taylor Momsen is the latest celebrity to endorse the brand as of 2011.
The company's target customer base are college and working women in their twenties. Their prices are designed to appeal to this age group.
In Japan, the company has over 130 retail stores. In late 2006, Samantha Thavasa opened its first U.S. store in New York City.