Japanese casual clothing chain Shimamura Co. has opened its first store in Southeast Asia in central Bangkok. Named Shima Park, the outlet focuses on items for children and women up to their 30s, targeting higher-income families.
Shimamura Co., operator of casual clothing chains, opened its first Southeast Asia branch in central Bangkok on December 3, 2025. The store, named Shima Park and located in a shopping mall, specializes in items for children and women up to their 30s from higher-income families, offering around 5,000 products priced 30% to 50% higher than in Japan.
The company plans to boost its presence primarily through social media and has launched a Thailand-specific e-commerce site. Unlike in Japan, where stores are placed for easy car access, Shimamura is adopting a different strategy in Thailand.
"We will determine the features of Thai customers, such as what can sell well among them, to use those findings for our next stage," said Tsuyoki Saito, Shimamura's executive officer. This move marks Shimamura's push into overseas markets, with the focus on affluent demographics potentially shaping future expansions.