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    • 2023年8月1日
    • 読了時間: 5分

[US e-commerce tips] Non-US retailers that are successful in the US

The US retail market is just under twice the size of Japan's GDP.(U.S. retail market: $7.1 trillion in 2020 (approximately 994 trillion yen*1), Japan's GDP: 548.5 trillion yen in FY2022*2 (≒$3.9 trillion)). Such a large retail market is also a market where companies around the world are fiercely competing. Here are some of the non-American retailers that have found success in the US market. I hope that it will give you some hints when developing sales business, retail business, and EC in the United States.


Companies to introduce

1. Uniqlo

2. MANGO

3. Lego

4. IKEA

5. Primark


1. Uniqlo


1) Brand Features

A well-known fast fashion brand from Japan. In the same fast fashion industry, it boasts the third largest sales after ZARA and H&M. As LifeWear, the concept is everyday wear that continues to evolve.

2) Sales

2.301 trillion yen (fiscal year ended August 2010)*3

3) Number of stores worldwide

2,429 stores (including GU and other group brands. As of the end of February 2023)*4

4) US + Canada stores

61 stores (as of the end of February 2023)

5) Number of stores in Japan

807 stores (Uniqlo business in Japan. As of the end of February 2023)

6) US retail/EC sales, future policy *5*6

In 2006, we entered the United States with the opening of the SOHO store (NY). Competition was fierce, and the company was in the red at first. In the past, the company used to attract customers with large discounts of 60-70%, but in recent years, it has been effective to focus on the quality of clothes, and in 2022 sales will increase by double digits and achieve profitability. and shifted to store expansion policy. In the future, we aim to expand by 20 stores per year and reach 200 stores by 2027. We are also focusing on online sales and apps, and we also offer a service that allows you to pick up items sold online within 2 hours at a store, as well as a service for repairing and reusing clothes.


2. MANGO


1) Brand Features

A fast fashion brand from Barcelona, Spain. A global SPA with 2,566 stores worldwide. We offer various collections at reasonable prices for urban women, mainly in Europe)

2) Sales

2.688 billion euros (2022) (≒420 billion yen (1 euro = 156 yen) *7

3) Number of stores worldwide

2,566 stores (as of July 2023) *7

4) US stores

9 stores (as of July 2023) *8

5) Number of stores in Japan

0 stores (as of July 2023)

6) US retail/EC sales, future policy*6

In 2011, it expanded to New York. Initially, the results were not good, but in 2017, the SOHO store (NY) was refurbished and strengthened. In recent years, it has achieved remarkable growth online, and despite having only 10 stores in the United States, it has grown to the fifth largest sales scale in the world. The company analyzes that this shift is supported by the rise of SNS and the provision of marketing channels that do not require a large-scale store network. The US, with its many unique and beloved brands, was until recently a difficult space for foreign companies to enter, but now the market is hungry for new entrants – companies who can bring something different. (Mango Director)Available in stores, Mango.com, Nordstrom and Macy's website. By 2024, we plan to expand the number of stores to 40, including Miami, Atlanta, Houston, and San Diego.


3. Lego


1) Brand Features

A plastic toy maker from Denmark. With the expiry of the LEGO patent, cheap similar blocks came out one after another, so the company's business performance declined for a while. However, by focusing on the high-end toy market and capturing a high share, products developed according to stories such as Star Wars, Harry Potter, and the Lego Movie have become hits, expanding business results.

2) Sales

64.6 billion Danish krone (2022) (≒1.35 trillion yen (1 Danish krone = 21.01 yen)*9

3) Number of stores worldwide

904 stores (as of July 2022) *9

4) US stores

100 stores (as of July 2023)*10

5) Number of stores in Japan

39 stores (as of July 2023)

6) US retail/EC sales, future policy *11

US sales have doubled in the last five years. In line with business expansion, we decided to build a new factory in the United States at the time of about 140 billion yen. (currently 9 factories in the world)


4. IKEA


1) US retail/EC sales, future policy *6

The company announced that it will invest $2.2 billion (approximately 310 billion yen) in the omni-channel strategy of its American business over three years from 2023. Announced 17 new stores, pick-up locations, fulfillment network and delivery options.


5. Primark


1) Brand Features

A fast fashion brand from Ireland. A brand that has not landed in Japan and is particularly popular in the UK and Europe. We handle a wide range of items, from small fashion items, shoes, interior goods, cosmetics, and home wear. We sell unique items manufactured in-house using the SPA method. It is said to be even cheaper than ZARA, H&M, and Uniqlo.

2) Sales

7.7 billion pounds (2022) (≒1.39 trillion yen (converted at 1 pound = 180.5 yen)*12

3) Number of stores worldwide

425 stores (as of July 2023)

4) US stores

18 stores (as of July 2023)*6

5) Number of stores in Japan

0 stores (as of July 2023)

6) Retail/EC sales in the US, future policy*6

The first store opened in Boston, USA in 2015. It currently has 18 stores in the United States, and has announced plans to expand to 60 stores by 2026.

Summary

The US market is dominated by American companies such as NIKE, The North face, GAP, Calvin Klein, Champion, etc., and it was said that it would be difficult for foreign companies. Perhaps because of this, all companies struggled at the beginning of their establishment. However, in recent years, after the post-corona era, new entrants, in other words, companies that can bring something different, have been accepted (see 2. MANGO section), and foreign companies are also getting a tailwind. It seems that each company is actively investing in store networks and IT.

Why don't you take this opportunity to think about e-commerce and retail business in the United States? I hope you find this article helpful.


References

*1 Advance Monthly Sales for Retail and Food Services Monthly Retail Trade Report - April 2023 https:/ /www.census.gov/retail/sales.html

*2 Cabinet Office Domestic Economic Accounts

*3 Fast retailing Financial Results Fiscal Year Ending August 2022

*4 Fast retail HP

*8 Mango store locator

*10Find a LEGO® Storehttps://www.lego.com/en-us/stores10

*11 IKEA Corporate News

*13 Wikipedia Primark

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