Nitori's N+ apparel brand opens its third Shimachu Homes store in a month

Nitori Holdings said its apparel brand N+ will open inside Shimachu Homes Shin-Kawasaki, on the second floor of the home centre in Tsurumi Ward, Yokohama, on October 9, running from 10am to 9pm. It is the third N+ store to open inside a Shimachu Homes location in under a month, after stores inside Shimachu Homes Kawasaki Daishi and Shimachu Homes Kasai both opened on September 11.

Shimachu, the home-improvement and furniture chain Nitori brought into its group, is where the company said it intends to keep expanding N+'s footprint. According to Nitori, putting the apparel brand inside stores customers already visit for everyday shopping makes N+ easier to reach, and the group is aiming for shared customer traffic and synergy between its businesses, with N+ providing value to the daily lives of adult women in the areas it serves. Nitori is marking the opening with a 10-day campaign, from October 9 to 18, offering 10 per cent off purchases of two or more items totalling at least ¥5,000, excluding returns, exchanges and online sales.

Three openings in a month is a small number, but all three sit inside Shimachu Homes, the home-centre chain in Nitori's own group, and Nitori said it intends to keep adding N+ stores there. The thing to watch is whether the shared-traffic idea shows up in how fast the next ones follow.