7-Eleven will begin selling a total of 38 apparel items in stores from 25 September through a collaboration with アンドエスティ HD, featuring brands including niko and ... and LOWRYS FARM. The rollout, designed to create a new shopping experience at convenience stores, is moving into full swing.
Seven & i Holdings is collaborating with アンドエスティ HD to develop apparel products from brands including niko and ..., LOWRYS FARM and and ST, among the 55 brands operated by the group. The product lineup includes T-shirts, sweatshirts, scarves and other accessories, with a total of 38 items to be rolled out in stages in stores. アンドエスティ HD will handle manufacturing and sourcing, while sales will primarily take place at 7-Eleven stores.
Based on the concept of “EDIT FASHION,” the companies will develop products and arrange store displays with everyday situations in mind. The packaging will feature model photographs prominently on the front to convey how the products look when worn. Both male and female models will be used for unisex products.
The product lineup will be divided into 3 categories: regular items, seasonal items and collaboration items. Regular items will be offered year-round, seasonal items will be replaced twice a year, and collaboration items are scheduled to go on sale 4 times a year. The first release will be a collaboration with Hello Kitty, centered on women’s products such as Hello Kitty-print sweatshirts and hoodies with back prints.
Kobayashi Chiaki (小林千晃), アンドエスティ HD’s director and CBO, said the company considered “products and presentation that customers can choose in a few seconds,” based on the short purchasing experience typical of convenience stores.