Cross Company, an apparel manufacturer known for brands such as "Earth Music & Ecology," will launch its first brand, "Maison de FLEUR," this fall, focusing on accessories and lifestyle goods. The company plans to open stores primarily in train station buildings, aiming for two to three stores and sales of 250 million yen in its first fiscal year, fiscal 2013. The concept is "Happy Birthday." Targeting women in their 20s and 30s with a penchant for classic French taste, the brand will offer original gift items perfect for various anniversaries, whether as a treat for yourself or a gift for a loved one. The brand name is inspired by the "Flower Room" featured in the film "Coco Avant Chanel." The store will also have a classic and sophisticated feel, featuring antique-style chandeliers and ribbon shelves for gift wrapping.