Convenience store operator Seven-Eleven Japan has said it will launch new clothing and accessories developed jointly with an affiliate of Japanese apparel firm And ST HD in stages starting Sept. 25. The products will be available at Seven-Eleven Japan stores nationwide, according to the announcement Tuesday. By expanding its lineup of original items, Seven-Eleven Japan aims to attract young customers and double its annual clothing sales from the previous fiscal year.
A total of 28 products will go on sale, including a limited-edition T-shirt from And ST HD’s popular “niko and...” brand, socks from its “Lowrys Farm” brand and “niko and...” scarves and mittens. Starting in late October, Seven-Eleven Japan will release 10 products made with And ST HD and featuring major Japanese character goods maker Sanrio’s Hello Kitty. Seven-Eleven Japan has so far sold socks, T-shirts and stockings that have simple designs and are mainly intended for emergency purchases.
Major competitor FamilyMart has led the Japanese convenience store industry in clothing sales, launching “Convenience Wear” series products featuring unique designs and materials in 2021. Its clothing sales topped ¥20 billion in fiscal 2025. Lawson sells Muji brand clothing items from Japan’s Ryohin Keikaku.
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