GU focuses on "affordability and trend-driven styles," targeting younger consumers with microtrends, unlike Shein, which saturates the market with numerous options.
CEO Osamu Yunoki expressed that GU aims to double sales to 600 billion yen ($4.08 billion) in five years, signaling ambitions for global market expansion.
GU has opened its flagship store in Soho and launched a U.S. e-commerce site, offering new sizes and exclusive products tailored for American consumers.
Between September 2021 and August 2022, GU accounted for 11% of Fast Retailing's revenue, showcasing its significant impact within the parent company's portfolio.
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