Seven & i to establish upmarket cosmetic stores in shopp

Japan’s largest retailer, Seven & i Holdings Co., is to open upscale cosmetic stores carrying overseas brands in shopping centres operated by its subsidiary Ito-Yokado Co.

The first such store is due to open on 27 April at a centre in Sendai and will be called Seibu Kirei. It will have a 130sqm sales floor and will offer about 1,500 items, including brands such as Estée Lauder, Lancôme and Clinique. It will also stock related items such as electronic beauty products and make-up bags. The store will offer services such as free skin care consultations.

Sogo & Seibu employees who have received training from manufacturers and are knowledgeable about multiple products will staff Seibu Kirei. Seven & i envisions customers will be shoppers in their 30s and 40s, each purchasing between JPY8,000 to JPY9,000 worth of products, which is on par with department stores.

The holding company expects to open at least three stores this year, then add more based on customer response. It plans to concentrate on regional shopping centres that do not have department stores nearby.

Seven & i forecasts a 23% profit increase this fiscal year, mainly through adding new stores.