South Korean apparel products maker E.Land Co. opened its first Japanese outlet for its Mixxo women's fashion brand Friday in the Sogo Department Store in Yokohama.
K-pop girl band After School took part in a promotional event at the department store.
The South Korean brand, which has retail outlets in China, Europe and the United States, targets Japanese women in their 20s to 40s, competing with such brands as Uniqlo, Zara and H&M in Japan, E.Land officials said.
E.Land is a part of the E.Land Group South Korean conglomerate running a wide range of businesses, including hotels, restaurants and real estate.
The Yokohama outlet occupies roughly 500 sq. meters on the basement floor of the department store of Sogo & Seibu Co.
Mixxo is set to open a second shop in Sendai in April.