It’s no exaggeration to say that Uniqlo is outperforming the market. While the apparel sector is struggling across Europe, the Japanese retailer- the flagship brand of Fast Retailing group- posted double-digit sales growth in Europe last quarter.

For the brand- which saw total sales rise by almost 15% year on year to 1.028 trillion yen (€5.6 billion) in the first quarter of its staggered financial year, which ended in late November- Europe is the most dynamic region. There, group sales surged 34%, helped by favourable exchange rates, to 134 billion yen (€730 million). Europe now accounts for over 13% of the retailer’s sales, up from 11% a year earlier. This growth was also accompanied by a double-digit increase in operating income in the region, while overall operating income jumped by nearly 34%.

This momentum is being driven by a significant marketing push and a strategy of store openings. By the end of November, Uniqlo operated 91 stores in Europe and had opened nine additional outlets in the September–November 2025 period alone, including flagships in Brussels; Birmingham and Glasgow in the UK; and Munich and Düsseldorf in Germany.

France is no exception, with two openings last quarter. This acceleration was already noted by the panel firm Numerator which, in its Worldpanel study presented in September, observed that in 2025 the Japanese retailer saw the number of transactions jump by more than 26% to 4.4 million, placing Uniqlo 47th among the most purchased brands in France.

“France is a major market for Uniqlo,” confirms Yuki Yamada, the brand’s managing director for France, speaking to FashionNetwork.com. “Our offer does not follow trends. Uniqlo is a benchmark brand that speaks to everyone, meeting real needs for practicality, versatility, simplicity, and minimalism, all inspired by our Japanese values. Our customers are both loyal and increasingly numerous. Ultimately, it all comes down to three words: design, quality and excellent value for money. The consistency and relevance of our positioning place Uniqlo on a very positive trajectory in Europe, as in the UK and Germany. France, with its rich history in the fashion sector, plays a key role in our European expansion and growth objectives.”

In fact, France is Uniqlo’s number-one market in terms of store locations. Uniqlo- which reports double-digit like-for-like sales growth in Europe last quarter- already benefits from an extensive network in the capital and continues to densify it. After unveiling an 800‑square‑metre, two‑storey space in the Bastille district in the autumn, the Japanese giant has announced a new 1,300‑square‑metre flagship near the Champs‑Élysées, set to open in the first half of 2026. This will be one of 15 European openings planned for its financial year ending in August 2026, with other projects in the UK, the Netherlands, and Germany.

“Paris and the Île-de-France region constitute a particularly strategic area, offering international visibility and customer density,” explains the head of the French entity. “Uniqlo operates eleven of its thirty French stores there. We consider the capital and its region to have strong development potential; as such, we choose highly targeted locations, either districts with high footfall or with lifestyle potential, with regulars and local customers. In parallel with the Île-de-France, we are developing the brand in the regions, carefully identifying local needs and setting up where demand is strongest.”

Towards medium-sized cities

So, while Uniqlo needs to densify its network in other European countries that are far less well served than France, France remains key to its development project, with formats adapted to each city or district.

“The local roots of each store are enhanced through creative partnerships and by highlighting the cultural or historical heritage of each location. Our services such as the Re.Uniqlo Studio or the UTme T-shirt printing service are also part of this dynamic, providing a platform for local players and bringing exclusive content to our customers,” says Yuki Yamada. “Our roadmap involves developing our network in medium-sized cities and consolidating the major metropolises. Without divulging precise figures, the Île-de-France region is a key driver for Uniqlo in France, thanks to resident and tourist footfall and the international aura of this fashion capital. However, growth in the regions is also a priority, driven by targeted openings in medium-sized cities where interest in our LifeWear is just as strong, and growing. We find that in the regions, the weather guides purchases more, and they are also generally more planned than in Île-de-France. That said, the bestsellers remain HEATTECH and AIRism, and interest in seasonal collections is just as strong. Having opened stores in France’s biggest cities, we are now looking at opportunities in medium-sized cities.”

Moreover, according to the group, store openings help to boost the brand’s online business, which already accounts for 20% of sales in Europe. The openings are said to create a halo effect for Uniqlo’s e-commerce activity in the catchment area, with double-digit sales increases following the outlet’s inauguration.

“We are very attentive to the omni-channel experience,” confirms Yuki Yamada. “It fundamentally informs our location strategy. Our e-commerce site is our largest flagship. It is an essential lever in our growth plan, including in France. We are strengthening the seamless customer experience between digital and physical stores with Click & Collect, fast delivery, stock visibility, editorial content and technological integration.”

With Uniqlo’s European business surpassing the €2‑billion sales mark in its most recent financial year ending in August 2025, France is set to contribute once again, helping the Japanese retailer to set a new record across the Old Continent in 2026.