Japan's FamilyMart expands fashion products, seeking more fans

Convenience store chain differentiates by offering styling from head to toe

20230611 Famima shelves photo_SXM2023052900004501

FamilyMart stores are expanding shelf space dedicated to the chain's Convenience Wear apparel brand. (Photo by Makoto Okada) 

KEIGO YOSHIDA, Nikkei staff writer

TOKYO -- Japanese convenience store chain FamilyMart is boosting sales of its Convenience Wear apparel and expanding the brand to cover customers head to toe.

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