Uniqlo Offshoot GU Moves Into U.S. Market With SoHo Store

The Sister Brand of Uniqlo Is Set to Open Its First Permanent Location Outside of Asia, Where It Is Widely Established

GU, the Japanese apparel retailer and sister brand of Uniqlo, will be launching a permanent shop at 578 Broadway in SoHo this fall, following the success of its current pop-up store in the area.

The new flagship location will offer a variety of women’s and men’s clothing, including shoes, bags, and accessories, at more affordable prices compared to Uniqlo. The upcoming SoHo store will span 10,225 square feet, serving as a showcase for the brand’s concept.

GU will also be introducing an online store with the same product lineup as its physical store, with prices ranging from $4.90 to $99.90.

GU CEO Osamu Yunoki expressed optimism about the brand’s expansion in the U.S., stating, “We have applied what we learned from the pop-up store to establish a framework for product development and business operations at a global level, and we are extremely pleased to be officially opening a store in the U.S. this fall.”

Established in 2006, GU currently operates about 470 stores in Asia, mainly in Japan, making this upcoming SoHo store the first permanent location outside of Asia. In fiscal year 2023, GU saw a significant increase in revenue and profit, with revenue totaling $1.89 billion (U.S.) and operating profit reaching $166 million, according to Fast Retailing. Though far less well-known outside of Asia than Uniqlo, GU has had successful collaborations with internationally known designers such as Mihara Yasuhiro, and the push into the U.S. strategically builds on this success.

Looking ahead, GU aims to enhance its product development capabilities by localizing recruitment efforts for designers and other roles to support future business growth.