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In 2006, Uniqlo entered the US market with New York Soho store, the brand’s first and signature global flagship store. CEO Tadashi Yanai had put in place ambitious goals for international expansion and he planned to reach USD10 billion in US annual sales by 2020. However, Uniqlo faced significant challenges in the US and it showed a sustained financial loss. Uniqlo was well known in large metropolitan areas, where global flagship stores were located, but its strategy of expanding into suburban shopping malls had consistently fallen short. As such, the company has been successful in Asia but had difficulty in replicating its successes in the US market. Yanai should develop a successful turnaround plan for struggling US stores. Could Uniqlo revamp its strategy and alleviate its struggles in the US market?