TOKYO—Jean Paul Gaultier is heading to 7-Eleven.

Well, sort of. The French designer is teaming up with Japanese retail giant Seven and i Holdings to design a capsule collection of affordably priced women’s apparel. As to be expected, the clothes will be sold at Seven and i’s Sogo, Seibu and Ito Yokado department stores in Japan. But there is a novel twist to the line’s distribution. Seven and i has also managed to involve its 7-Eleven convenience store chain- arguably its most famous asset- in the deal. Customers will be able to purchase the items online and then pick up their orders from any of the more than 17,000 7-Eleven convenience stores in Japan.

The capsule collection will be sold under the umbrella of a new private-label brand that Seven and i will be launching simultaneously, dubbed Sept Premières. The brand is described by the company as the fashion component of its broader private label Seven Premium, which it applies to a host of 7-Eleven products ranging from underwear to breakfast cereal and cat food. Seven and i, which is also the Japanese licensee of Barneys New York and runs the Barneys Japan department store chain, has been making a big push into private label products of late.

Gaultier will design a total of roughly 50 styles of women’s wear for the collection called “Jean Paul Gaultier for Sept Premières”,  including outerwear, tops, bottoms, dresses and accessories, Seven and i said. The goods will go on sale in October at 45 Ito Yokado stores and 24 Sogo and Seibu department stores in Japan, as well as a new shopping portal Seven and i will launch in October that will offer the 7-Eleven pick up option. 

Prices will range from 3,900 to 29,000 yen ($32.56 to $242.08 at current exchange rates). Seven and i said it is targeting sales of 2.5 billion yen, or $20.87 million, for the first year of Jean Paul Gaultier for Sept Premières.
The Gaultier collaboration is currently set to last only two seasons, fall 2015 and spring 2016, but Seven and i hopes to continue the project with similar designer collaborations in the future, a spokesman for the Japanese company said.
The wider Sept Premières line will have a greater distribution and larger product offering. It will be comprised of about 100 different styles of women’s clothing, and will be available at a total of 159 Ito Yokado, Sogo and Seibu stores, as well as online. Prices will be slightly lower than the Gaultier line, ranging from 2,900 to 19,000 yen, or $24.21 to $158.61. The company is hoping to see first-year sales reach the 5 billion yen mark, or $41.74 million, Seven and i said. The entire Sept Premières range will be sold on the new Seven and i e-commerce portal. 

This story first appeared in the March 4, 2015 issue of WWD. Subscribe Today.

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