Seven & i Holdings, owner of convenience retail chain 7-Eleven, is experimenting with a new store format in Chiba prefecture, Japan. 

The trial is intended to attract a broader consumer base by offering more than twice the number of products typically found in their outlets.  

The new store, nearly double the size of regular 7-Elevens, will need to exceed the average daily sales of Y700,000 ($4,600) for the pilot project to be considered successful. 

The larger 7-Eleven store format includes a wider selection of food and household goods, targeting demographics such as women, families and younger consumers.  

Seven & i executive officer Keisuke Yamaguchi said: “Our stores are currently not as popular with women, families and younger people. How to balance that is our biggest concern when choosing what items to have in the store.” 

The store’s design also introduces a more stylish signboard and a larger café menu with fresh bakery items.  

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The trial store in Chiba features 2,000 additional products including groceries, baby items and beauty products. Seven & i unit Ito-Yokado is supporting 7-Eleven in the new trial.  

Ito-Yokado, once the flagship of Seven & i, has been eclipsed by the convenience store segment.  

The trial may signal a strategic move to revitalise the retailer’s broader offerings.  

Seven & i plans to monitor the performance of the new store over a six-month period and open a second larger format store within twelve months if it is successful.

In December 2023, the Japanese retail conglomerate announced the acquisition of the 7-Eleven franchise in Australia for A$1.71bn.