Coen, a member of the United Arrows group, will open the Coen General Store on the third floor of Seibu Shinjuku Pepe on the 26th. This large-scale flagship store marks the first time the store has implemented such an initiative. A preview was held on the 24th.

Based on the concept of a "small town general store," the spacious store is comprised of 14 small rooms, including seven new labels. Aiming to be a shop rooted in the local community that stocks all daily necessities, the store has adopted a shop-in-shop format that allows customers to quickly find what they are looking for. The store is designed to capture the customer's perspective, with price displays and all sizes available in-store. Furthermore, the store is barrier-free, with wide aisles and no steps, ensuring a wide range of needs for customers of all ages and demographics. "While we have divided the store into three major sections—men's, women's, and children's—we have created an easy-to-navigate store where customers of all genders can easily find their size," says a PR representative. For men, a new traditional series featuring jackets and sets has been added to the original Americana-based line, and the previously sneaker-focused shoe lineup now includes leather shoes and boots. For women, the new "Market" label, incorporating elements of ethnic clothing, has been added, offering mainstream Americana, natural, and ethnic styles. Additionally, new unisex lines include "1M[ile] WEAR Coen," designed by Hiroshi Kojima of "Americana," and the marine-inspired "Marine Bear Coen." One Mile Wear Coen offers a wide range of sizes, from XXS to XXL, and is more than just loungewear that can be worn in a fashionable way. The reusable packaging, designed for travel and other occasions, is inspired by Mexican Ziploc bags. Marine Bear Coen features white, navy, and red as its primary colors, with meticulous attention to detail in the lining and buttons. Also unveiled at the preview was "SURPLUS," a line of shirts, cushions, and other items remade using Coen products. The store plans to continue rotating its products as a series offering a vintage feel, establishing it as a staple. The store also focuses on miscellaneous goods, with "kiosco coen," modeled after a train station kiosk, located around the cash register and stocking original stationery and imported goods from overseas. "puebcoen," a brand created in collaboration with miscellaneous goods manufacturer "Puebco," offers a selection of household goods. Also noteworthy is "OWL coen by South2 West8," a collaboration with Nepenthes. This canvas bag series, unveiled for the first time, will be available in its entirety exclusively at this store. Prices range from 6,000 yen to 50,000 yen. "We aimed to offer a store that would satisfy both its price range and quality, even for people who have always loved clothes but can no longer afford to spend as much as they did after starting a family. Seibu Shinjuku Pepe is conveniently located along the Seibu line, making it easy for families to visit. However, we want to take action to attract not only families, but also our core target, fashion lovers in their 20s and 30s. This opening is an experimental project with great potential, and we are considering expanding it into a general store. Furthermore, taking advantage of the shop-in-shop format, we are also considering opening individual stores for each label, depending on the response," said a PR representative. Also celebrating the brand's fifth anniversary, the store will release original canvas sneakers. They are made from fabric by American fabric brand Andover Fabrics, and shirts made from the same material will also be sold at the same time.