Best known for its eclectic and sometimes dizzying array of in-store offerings, Famima!! has seen some ups and downs since its 2005 entry into the US market.

The Japanese chain is still determining its winning mix of branding, merchandising and prime target market; therefore, it comes as no surprise that FamilyMart Co. has announced a restructuring plan it hopes will bring the trendy convenience stores to profitability by February 2012.

Four more years of operating at a loss? Ouch.

The restructuring will mean the closing of locations that gross less than $4,000 in sales per day. While the extent of closures has yet to be announced, the first termination has been made: The sluggish Belmont Shores location in Long Beach shut its doors last week.

It’s unclear how the new plan will affect original expansion goals, which pledged 200 US stores by February 2009. That aggressive push didn’t work well in California’s business-unfriendly regulatory environment, as inconsistent local statutes and regulations hampered the company’s growth.

With only 12 locations, all in the Los Angeles area — and more closures possibly on the way — it may be a while before that 200-store mark is reached.

With the shuttered branches, the company will be operating on a “build and scrap” business model: Poorly performing stores will be replaced with other nearby locations, perhaps in storefronts with more parking or pedestrian traffic, depending upon the needs of the neighborhood.

According to Erin Powell, manager of the California Plaza Famima!!, the three Downtown-area stores are experiencing strong sales and are in no danger of closing.

In fact, the next Famima!! location is rumored to be at City National Plaza, which could be ready to open by spring 2008.

Powell relayed the company’s bullish outlook on the neighborhood, confidently stating, “The Downtown area is growing and improving every day, and is a great place for Famima!! stores to grow as well.”

-famima!! trifecta in downtown
-california plaza famima!! opens december 11

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