Leading Japanese household goods specialty store LOFT, which operates 131 branches in Japan, has launched its first store in the Chinese mainland in Shanghai and will open the location to the public on July 24.

Located in Metro City, a shopping mall in Xuhui district, the store covers a business area of over 900 square meters with more than 12,800 kinds of products, including groceries, beauty and health, stationery and daily necessities.

Shanghai has become one of the most popular cities for many brands to launch the first stores in recent years and is the leading power of the "first-store economy" in the nation in terms of quantity and quality.