1989年にビームスの設立に参加した重松理氏が渋谷区神宮前に設立した会社が起源。
1990年に渋谷店、1992年に原宿本店を開き、自主企画品を軸に置く「セレクト編集型SPA」の業態を築いた。国内258店舗を展開するセレクトショップで、売上総利益率は52.4%に達する。
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