GU’s SoHo Flagship Sets Sept. 19 as Opening Date

GU, the sister brand of Uniqlo, is prepping for the Sept. 19 opening of its first U.S. flagship in SoHo .

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As reported, after operating a successful pop-up in the neighborhood since 2022, the Japanese retailer is putting down permanent roots at 578 Broadway. The store will be two floors and 10,225 square feet and will include men’s and women’s apparel, shoes, bags and accessories.

The store will also offer its collaboration collection with the Japanese fashion brand Undercover, the first time the line will be available to customers outside of Asia. Although menswear, many of the pieces are unisex and feature detachable sleeves to create different looks from one garment.

To celebrate the opening of the store and the launch of its U.S. e-commerce site and app, GU will host four days of interactive programming inspired by Japanese culture. It will feature events, giveaways and gifts, including a tote bag designed in partnership with Shantell Martin, a British visual artist and performer. The tote will only be available on the opening weekend and will be gifted to the first 300 customers.

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GU was created in 2006 and currently operates around 476 stores, mainly in Japan. The company, which is pronounced as the letters “G” and “U,” has become known for the lower priced and more trendy assortment than that carried at Uniqlo . Retail prices range from $4.90 to $99.90. Both brands are divisions of Fast Retailing.

In fiscal year 2023, GU’s revenue and profit increased considerably, with revenue totaling $1.89 billion, up 20 percent, and operating profit reaching $166 million, up 56.8 percent. Fast Retailing said its goal is for GU is to “go global,” and accelerate its international store openings to “transform” the division into a global brand. GU’s SoHo pop-up “is now bustling with customers after we optimized the product mix and adapted to local needs,” Fast Retailing said.

Toward that end, the company opened a product headquarters in New York in the fall of 2023 to help its merchandisers “absorb the latest global trends and incorporate them into product development.”

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