Sanrio has opened up Sanrio Luxe, a new concept store geared towards modernizing Sanrio through its products. The boutique, located in Times Square in New York, targets fashion-conscious women in their twenties, especially those who have grown up with hello Kitty and have a strong emotional connection with the brand.

Among the products the store will be selling are items that are directly from Japan, as well as other items from the company’s licensees all over the world.