Inside Fast Retailing’s new GU flagship store, the first outside of Asia

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GU, the lower-priced sister brand to Uniqlo, opened its first store outside of Asia this week. The flagship store, located just one block away from the existing Uniqlo store in New York City’s SoHo neighborhood, bears a striking resemblance to the Uniqlo store. The same gray concrete floors, high ceilings, elegantly posed mannequins and informative placards adorn the interior.

But what is different is the product. According to GU’s CEO Osamu Yunoki, GU is going after a completely different customer compared to Uniqlo: a younger, Gen-Z, fashionable, trend-focused shopper.

“Uniqlo is high quality, reasonable price points and basics,” Osamu said. “But GU is more trend-focused at an even lower cost.”

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