Japan’s mobile operator NTT Docomo has expanded into online fashion retailing with the acquisition of Magaseek.

Docomo has acquired 71 per cent stake in the online retailer for 2.04 billion yen (around US$22 million). The acquisition is the most recent in a series of moves by Docomo to broaden its e-commerce business, this time by expanding into the fashion field.

Magaseek will become a consolidated subsidiary of Docomo on March 21. Docomo says it plans to acquire the remaining stakes held by Magaseek parent company Itochu.

One of Japan’s leading websites for fashion goods, Magaseek has a considerable user base, mainly female customers in their 20s and 30s.

Docomo expects to realise synergies in customer satisfaction and shopping convenience by linking Magaseek’s services with Docomo’s 60 million customers, cloud services and business expertise.