well,as usual that's always people's ultimate direction. contrary to what some may think, the asian market has become such a reliable source of profit for fashion the last 7 years. i say that because the american market has become incredibly unpredictable since 9/11 and two wars and our playing it safe nature since then. it's really no surprise that would be a major focus,even for h&m. as you said lucy,it really is the reason they played it safe with only a few locations in only 3 states. contradictory to this endeavour with rei,they somehow didn't seem to want to take a risk.
btw,i was on yahoo japan auctions yesterday and there was already something up from this(twas admiring some tao pieces)! and their store had only been open a day!