GU Unveils Plans for First U.S. Flagship Store in NYC, Alongside E-Commerce Launch

Japanese fashion brand expands into the U.S. with a SoHo flagship store, new app, and e-commerce platform.

Fast Retailing, the parent company of Japanese fashion retailers GU and Uniqlo, has announced the grand opening of GU’s first flagship store in the United States. The highly anticipated launch is set for September 19 at 578 Broadway in New York City’s iconic SoHo district, marking a significant milestone for the brand’s international expansion.

The flagship store will span two floors and 10,225 square feet, offering a comprehensive range of men’s and women’s clothing, along with a selection of bags, accessories, and footwear. Customers will experience GU’s signature style through its exclusive GU NEW U concept, showcasing the latest trends, and the MINI edit MAX collection, designed to maximize outfit versatility.

In addition to the physical store, GU is launching a dedicated e-commerce site and mobile app to cater to customers across the U.S. The brand’s expansion strategy includes the introduction of a new menswear collaboration with UNDERCOVER, featuring gender-inclusive pieces available both in-store and online.

Fast Retailing, Asia’s largest apparel company, sees GU as a potential success story akin to its sibling brand Uniqlo. Positioned as a more affordable alternative to Uniqlo, GU targets a younger audience and has already established a strong following in Japan. However, it remains relatively unknown outside its home country—a gap this U.S. debut aims to close.

This launch comes two years after GU tested the waters in North America with a pop-up shop in SoHo. With the upcoming flagship store, Tadashi Yanai, Fast Retailing’s founder, moves closer to his vision of turning the company into a global powerhouse, with GU expected to play a key role in achieving his ambitious revenue goals.