Last month, Adastria opened the first stores in a new chain that will take on Uniqlo and Muji in the casual basic apparel market.
Rather than mimic competitors, Adastria will differentiate by focusing solely on consumers in their 20s to 40s, allowing for more of a fashion slant to merchandising.
Called Smile Seed Store, the first two stores opened last month in Hachioji and Funabashi in residential neighbourhoods – very different from Adastria’s normal locations in high-traffic malls. Over 150 stores are planned in the first four to five years.
Smile Seed Store is focused on everyday wear, with merchandise split 55 per cent for women, 30 per cent men’s and 15 per cent childrenswear.
