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Uniqlo's European expansion gathers pace

Uniqlo plans to expand across Europe in 2010 with cities such as Madrid, Barcelona and Milan, plus a city in Germany all being targeted for store openings.

According to Charlotte Bouvier, marketing director at Uniqlo France, the retailer will also open up to six more stores in central Paris, following the success of the flagship that opened in the French capital on October 1, which clocked up more sales than any other Uniqlo branch in the world during the month following opening.

It is also possible that Uniqlo will add to its UK store count, where it already has 14 branches.

The second collection featuring the collaboration between the retailer and Jil Sander, the +J range, will hit shops in the UK on January 7 and will be followed by France on the 20th.

Readers' comments (1)

  • Becki Rowe

    Great news! Well done Uniqlo.

    A word of warning: it can be easy for businesses to get overly focused on increasing the number of stores in their portfolio (it can be a bit of an ego thing). Please be sure to keep seaking improvements and efficiencies throughout the business!

    My word of warning follows a recent trip to a Uniqlo store that made me wonder about cross functional communication.

    I had seen HeatTech advertised on TV and when I arrived at the Oxford Circus station one day it was also heavily advertised in the underground station. This twigged my memory of the TV ad. I decided I had time for a quick trip before my meeting (20 mins) but on arriving at the store HeatTech seemed to disappear! I had expected some sort of synergistic POS or instore navigation to direct the footfall driven by all that expensive advertising. I walked around and around trying to find it downstairs then upstairs and eventually, just as I was about to give up I found it tucked in a corner. I found what I wanted but unfortunately after a very long wait in the queue and only one cashier I had to put it down and leave or risk being late.

    As a fan of Uniqlo and knowing that there is always room for improvement in any business, I thought it would be great to see more collaboration between marketing, merchandising, VM, instore and other teams. Even a campaign planned and executed with a huge amount of time and money will fall over at store level without great communication (quality not quantity!) This should make sure any additional footfall driven into the store is taken advantage of and the company benefits from the best possible bottomline ROI for their spend. Oh yeah, and this should help them to keep opening all those stores.

    Best of luck Uniqlo!

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