One of Japan's largest Gucci children's shops has opened in Sendai Fujisaki (3-2-17 Ichibancho, Aoba-ku, Sendai, Miyagi Prefecture). This is the brand's sixth children's store, following those in Gucci Ginza, Gucci Nagoya, Gucci Osaka, Isetan Shinjuku, and Hankyu Umeda Main Store, and its first in northern Japan. With a floor area of approximately 70 square meters, it will be one of the largest in Japan. The children's collection was launched in the spring/summer 2010 season by Frida Giannini, creative director in charge of the women's, men's, and accessories departments. The collection, which includes clothing, shoes, and accessories, combines Gucci's luxurious worldview with a lively, childlike feel, offering cute items that rival those found in adult collections.

In addition, a children's collection will be on display at the Gucci shop in Tamagawa Takashimaya from March 20th to April 2nd, and at a special venue in Daimaru Sapporo from May 1st to May 7th, and balloon artists will also be performing during these periods.