The brand has been expanding globally from japan since its establishment in 2013.It has opened more than 2700 stores and covered more than 50 countries within four years and its revenue hit USD 1.5 Billion in 2016, and reached USD 1.8 Billion by 2017. It pursues a “simple, natural and quality” life philosophy and a brand proposition of "simplicity and going back to the essence". It launches new products every seven days and the low-price but high quality products are popular among customers. It is regarded as a fierce competitor by some well-known enterprises such as UNIQLO, MUJI and Watsons. It is also deemed as “the biggest enemy” by the Chinese Apple distributor. The brand has more than 6000 unique SKU’s in Nigeria and about 50,000 unique SKU’s worldwide and always launches new products in every seven days. It is famous for high quality with low price products, those simple natural and fashionable products ranges between NGN 990- NGN3990. It's designers are from Japan, Korea, Sweden, Denmark, Singapore, Malaysia, China and it’s “simple,natural and quality "design style products is popular among all over the world.