WAVE International, operator of the casual brand "goa," opened the first store of its new casual brand, "Laule'a Sunny Side Store," at EST Umeda on February 20th. The store measures approximately 66 sq. m. Proposing a sophisticated surf and resort casual style, the brand aims to be a lifestyle-oriented brand that offers not only apparel but also candles, aromatherapy, skateboards, and surfboards. While the first year will focus on women's wear, the company is considering expanding into a men's line in the medium term. The second store will open at Koshigaya Laketown at the end of February, and the third at Kyoto Avanti in March. While the standard store size is set at 100 sq. m, the EST store is slightly smaller. The brand's target audience is women in their 20s to 40s, but the brand expects its core customers to be in their mid-20s to 40s. As the EST commercial facility has many female customers in their late teens to early twenties, slight modifications were made to this store, such as stocking more brightly colored items.

T-shirts are priced between 3,900 and 4,900 yen, woven shirts between 6,900 and 7,900 yen, and dresses between 8,900 and 12,800 yen - all within an affordable price range, yet 70% of the clothing is made in Japan, both in terms of fabric and sewing. The company plans to open two or three more stores this fall, aiming to establish a network of several stores within the first year.