のれん
Meanings
shop curtain; split curtain
A short curtain hung at the entrance of a shop or used as a room divider. Often bears the shop's name or crest.
A blue shop curtain is hanging at the storefront.
I passed under the curtain and entered the shop.
Figurative use referring to a store's established reputation, trust, or brand value. Sense 3 is a business term for goodwill as an intangible asset.
That long-established shop is protected by its years of goodwill.
He was allowed to use the master's trade name and set up his own branch.
Usage patterns
- 〈場所〉に暖簾を掛けるto hang a shop curtain at (a place)
We hung the shop curtain at the store's entrance.
- 暖簾を下げるto take down the shop curtain (i.e. close up shop for the day)
Since it was closing time, we took down the shop curtain.
- 暖簾を出すto open a new shop (lit. put out the shop curtain)
My grandfather was the first to open a shop in this town.
- 暖簾に傷がつくfor the shop's reputation to be tarnished
The scandal came to light and tarnished the long-established shop's reputation.
- 暖簾を守るto protect the shop's reputation/legacy
As the third-generation owner, I intend to protect the shop's reputation.
- 暖簾を継ぐto inherit the family business and its name
The son took over his father's business and its name.
Expressions
- 暖簾に腕押しfutile effort; like pushing against a curtain