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Latecomer Seven-Eleven Makes a Full-Scale Entry Into the Apparel Market; Experiments at 88 Stores Reveal "What Sells and What doesn't."
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Seven-Eleven Japan, the convenience store chain, made big news this fall when it partnered with And ST Holdings to launch nationwide sales of apparel and fashion accessories from brands like "niko and..." and "LOWRYS FARM." In fact, prior to the full-scale launch, they conducted a year-long test sale at 88 stores in Saitama Prefecture starting in June 2025. Over 100 SKUs were tested during the trial period. In a convenience store where customers…
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