GU Opens its First Store Outside of Asia

GU (pronouced as the letters “G” and “U”) is the retail sister brand of the Uniqlo retail clothing brand which currently has hundreds of stores across Asia (much of them in Japan). After testing out a pop-up store in New York City this past summer, the company is opening its first store outside of Asia in the Soho neighborhood of New York along with a companion e-commerce site for the U.S.

And it’s a flagship store signaling more to come perhaps!

The brand is described as “on-trend” clothing and accessories with very affordable prices. Many would call that “fast fashion” or “affordable fashion.” I would say that makes it a close sister-brand to Uniqlo, perhaps at even lower price points.

Since many may not be familiar with the brand’s offering, here’s a tour of the flagship store in Tokyo:

It will be fascinating to watch this space as we’ve seen other brands that are somewhat competing in the same arena go up-market such as Zara and H&M … and here we have GU actually appearing to come down-market even from its companion brand Uniqlo.

Also interesting to note the choice of location in New York City … Soho … a nice blend of multiple cultures coming together along with retail along with incoming students (many of them international students). Just in time for the Fall Fashion season and back to school.

Did the brand find a white space with the right timing and location to launch in the U.S.? Further expansion? Let’s watch!

What’s your experience? JIM