GU Launches U.S. E-commerce and First Store Outside Asia

New York, NY—GU, a UNIQLO sister brand, launched its U.S. e-commerce site and app and opened its first permanent store outside Asia in New York City.

The 10,225-square-foot flagship store, located at 578 Broadway in SoHo, offers women's and men's clothing on two floors.

GU's U.S. e-commerce platform features products such as Barrel-Leg Pants and Jeans priced at $39.90 and Pleated Skorts priced at $29.90.

The brand offers special pricing on select items for the first eight days of opening.

GU CEO Osamu Yunoki said, "We've leveraged the insights gained to create a robust framework for global product development and business operations."

The company plans to announce additional U.S. expansion plans in 2025.

GU's business model, which the company calls "MINI edit MAX," aims to differentiate itself from competitors by offering a curated selection of products. 

The brand states it carries less than one-tenth the number of items compared to other global fashion brands in the same price range, a strategy designed to increase supply chain efficiency and reduce waste.

GU currently operates approximately 470 stores in Asia, primarily in Japan.