Seven-Eleven Japan has partnered with clothing retailer And ST to sell a limited range of 23 apparel items across its stores in Japan, Nikkei Asia reported.

The move is aimed at broadening the convenience store chain's appeal to younger shoppers. Items include hand towels, hair accessories and socks.

Seven-Eleven will carry products from And ST's brands, including Niko And and Lowrys Farm, as part of efforts to draw in women aged in their 20s to 40s.

Seven-Eleven Japan senior merchandiser Junko Watanabe said: “Apparel is a category that allows us to connect with customers' lifestyles. With an eye toward attracting the next generation of core customers, we decided to partner with And ST on fashion accessories and related initiatives.”

Starting 25 September, the chain will introduce 17 regular and seasonal items targeted at younger women, including towel handkerchiefs priced at Y660 ($4.31) and loose socks at Y880.

Black T-shirts priced around Y2,000 and black sweatshirts at approximately Y3,300 are also part of the lineup.

A further six items developed in collaboration with And ST will follow, with the first range launching on 23 October and including Hello Kitty-themed pieces such as hoodies priced at Y5,390.

Seasonal and collaboration items will be rotated on an ongoing basis.

During a six-month trial run in select stores last year, overall apparel sales more than doubled compared with the previous year.

Women represented more than 70% of buyers, and the share of younger shoppers was more than 1.5 times greater than in the chain's broader customer base.

Seven-Eleven Japan intends to roll out the apparel range to approximately 22,000 stores nationwide, subject to individual franchise owners' decisions.

Plans for expansion outside Japan have not yet been finalised.

The company aims to double apparel sales from fiscal 2025 levels through its partnership with And ST.