In 2002, the first UNIQLO Outlet was opened overseas in Shanghai, China along with four outlets in London. The initial expansion strategy was poorly implemented and sales were low in England with too much additional stock in their warehouses. A new campaing was started in 2004 to remedy ailing stocks and celebrities such as Norika Fujiwara were hired to appear in their commercials. Fashion magazine appearances and new designers quickly led to a repair of their business model and further expansion into the United States, Hong Kong, and South Korea. To date, there are more than 700 Japan based UNIQLO stores and a fast growing collection of overseas offerings.
In 2006, UNIQLO opened its largest shop yet in the SoHo district of Manhattan, with multiple new designers attached to help boost the product’s appeal. The following year, the only other three American stores were closed, leaving only the Manhattan UNIQLO in the United States. In addition to the New York flagship store, a Paris Flagship store is set to open in 2009 in Paris.