E-Land opens first fast-fashion in Japan, sees big sales

The Korean fashion and retail company E-Land opened its first overseas fast-fashion store in Yokohama, Japan, on Friday.

On the first day of operations, the company said sales exceeded the daily target of 40 million won ($35,700). E-Land is aiming for annual revenue of 200 billion won in Japan by expanding its number of Mixxo stores to roughly 30 within the next three years. Mixxo is E-Land’s second fast-fashion brand and was launched in 2010. The company’s first was Spao. The Korean fashion company is also planning to launch a Spao store in Japan within the next couple of months. It is also planning to open its first Mixxo store in China in Shanghai within the first half of the year. This is expected to fuel competition with other global fast-fashion brands such as Uniqlo, Zara and H&M. In fact, the company said Mixxo was created to compete with Zara and H&M while Spao was created to compete against Japan’s Uniqlo.