Seven-Eleven puts a curated fashion line, and a Hello Kitty capsule, into all 22,000 of its stores
Seven-Eleven Japan and Adastria's AND ST Holdings will sell a 23-item line of socks, T-shirts and accessories from the niko and... and LOWRYS FARM brands in every Seven-Eleven store nationwide from 25 September, followed by a Hello Kitty capsule in October — a convenience-store chain treating fashion as a category to build, not just an impulse rack.
Seven-Eleven Japan and AND ST Holdings, the Adastria subsidiary behind the niko and... and LOWRYS FARM brands, will launch a joint fashion range across all of Seven-Eleven's roughly 22,000 stores nationwide, according to a release from Seven-Eleven. The first wave, arriving 25 September, comprises 17 items in 28 colour variations — socks, T-shirts, sweatshirts, hoodies, towels, eco-bags, hair accessories, scarves and mittens — priced from around ¥650 to ¥3,980 before tax. A six-item Hello Kitty collaboration capsule, in 10 colour variations, follows on 23 October, bringing the total range to 23 items.