LONDON — Uniqlo is pressing its diplomatic skills into action and using the language of flagships to expand further in Europe, which it sees as a major driver of growth.
Although the brand has its share of large stores in high streets and shopping malls in the region, it has now begun to embed itself in the fabric of individual countries, and in locations that are historic, culturally relevant or that speak to local communities.
The Japanese retailer known for its cashmere, wool and cotton LifeWear basics, as well as its long-term relationships with designers and brands such as Clare Waight Keller and JW Anderson, had a long list of store openings set for 2026.
“We are a 100 percent good match for the European customer. Fashion trends happen in Europe, and people here enjoy dressing up and see clothing as a reflection of their lifestyle,” said Taku Morikawa, chief executive officer of Uniqlo Europe.
A rendering of the facade of the Utrecht store in the Netherlands, which will open later this year.
He said Uniqlo wants to build on that momentum by picking flagship locations that resonate with different types of customers, create awareness for the brand as more than just another high street retail chain.
“We aim to create spaces where people feel welcome and inspired, and provide clothing that becomes part of people’s lives,” said Morikawa, adding that Uniqlo also wants to make life easier for customers.
To wit, in 2024, it opened a shop at Roma Termini, the city’s main train station and a major transport hub.
The shop, which spans more than 48,000 square feet, is near the Baths of Diocletian and overlooks the ancient Aurelian fortress walls. The store is open from 8 a.m. until 9 p.m., longer hours than other stores in town, to cater to the constant flow of tourists and commuters.
Later this year, Uniqlo will open another store in Paris on the upscale Avenue de Wagram near the Champs-Élysées. The store will span 14,000 square feet and aim to serve the wealthy locals.
Morikawa said the opening reflects Uniqlo’s aim to be “closer to our customers” and offer them brand experiences in “emblematic districts of Paris.”
A rendering of the upcoming Paris Wagram store.
In Utrecht, the Netherlands, Uniqlo will be moving into an historic building on the Oudegracht, or old canal, in the heart of the city. The retail space is located in a former hotel and measures 8,000 square feet on the ground floor.
Morikawa said Uniqlo is designing the new shop with “great respect” for the building’s history.
In Leeds, England, Uniqlo has gone in a different direction, with plans to open a shop on the ground floor of university student accommodation. The new store will be located on the shopping street of Briggate, with a sales floor of about 12,000 square feet across two floors.
Uniqlo isn’t just focused on flagships in strategic locations. The retailer is also taking its democratic message to Europe with seasonal pop-ups and activations linked to events such as fashion weeks and the Winter Olympics.
Last month, during Copenhagen Fashion Week, it opened Souffle House, a dedicated pop-up highlighting the brand’s “souffle knit” sweaters. Uniqlo offered a multisensorial experience open to the media and public that attracted 1,300 visitors.
A rendering of the Uniqlo Leeds store, with separate university student housing upstairs.
For the Winter Olympics, Uniqlo has leveraged its long-term relationship with the Swedish Olympic team and opened a pop-up at Sweden Arena. There, fans can buy Olympic-themed products and engage with the brand. It will remain open until Feb. 22.
Back in Milan, at Uniqlo’s perpetually packed store in Piazza Cordusio, the brand is highlighting its Heattech thermal layers.
The brand has an installation highlighting the innovation and functionality behind its ultra-light winter products and is also offering embroideries inspired by Olympic sports. The designs can be added to any Uniqlo clothing to create “supporter pieces” to wear during the Games.
For the month of February, Heattech also has a big presence at Milan’s Central Station, another big travel hub that connects skiers to the French, Swiss and Italian Alps — a captive audience if there ever was one.
As part of the takeover the brand is inviting visitors to explore the performance benefits of Heattech through the global “Is It Cold?” campaign.
Uniqlo’s European business is on a growth streak. In fiscal 2025, revenue in Europe was up 33.6 percent to 369.5 billion yen, or $2.42 billion, while profit was up nearly 24 percent to 54.2 billion yen, or $355 million.
Uniqlo said that newly opened stores in Europe were “extremely successful, and a virtuous cycle has started to emerge in which those successful new stores serve as media beacons that boost brand awareness and, consequently, e-commerce sales.”
The company has said it is aiming for 500 billion yen, or $3.27 billion, in European revenue and a 20 percent operating margin by fiscal 2027.
