Recently, though, 7-Eleven threw the US populace for a loop, redecorating select stores as Kwik-E-Marts to promote The Simpsons Movie. The unexpected self-parody turned out to be a stroke of genius, as Kwik-E-Marts reported outlandish sales. But if the convenience store could morph this far beyond the expectations of the average consumer, perhaps there were more possibilities in store.

Japan’s Natural Lawson, a high-end convenience store, or konbini, is the modern day brainchild named after a milk business originally started in Ohio, later acquired by Consolidated Foods and sold to The Daiei, Inc. Natural Lawson is devoted to the sophisticated needs of urban women, proving that the convenience store mold can be stretched to meet the needs of contemporary society. With a declining birthrate and aging society, commercial enterprises across Japan are all pressed with the issue of how to increase, or even maintain, sales. The answer seized on by Lawson’s President and CEO, Takeshi Niinami, was to target women and seniors, a segment that traditionally used konbinis less than the most frequent patron, the salaryman. In his 2006 annual report message, Niinami concedes Lawson needs to “substantially change the merchandise assortments to cater to a wider customer profile. We may even have to alter the store format itself in accordance with the location and customer needs.” What this meant was bringing Natural Lawson, launched as a pilot store in 2001, into a new phase of growth.

In fact, in Japan, konbinis have already been pushing the boundaries for years in many ways, shapes, and forms. To begin with, the per capita number of konbinis is eye-popping, even when taking into consideration Japan’s population density. In Tokyo, there is literally a konbini on every corner, a frequency that dissipates to about every other corner in more rural areas. The stats tell a more impressive story: The USA has 24 times the land area of Japan, 2.3 times the number of people, and approximately half the number of 7-Elevens. Clearly, Japan has brought “convenience” to a new level of meaning, and not with sheer volume alone. Konbinis crop up in a wide variety of public places, from train stations to hospitals, and the product offering is certainly more dynamic than anything in the US, with many stores technologically equipped to offer photocopy, fax, and event ticket sales, in addition to the standard ATM, money, and phone services.

And yet, as in the US, the convenience store has undergone an amount of change equivalent to the Rolling Stones, over about the same period of time. But Niinami is out to change all that with his Natural Lawson brand. This next-generation konbini cashes in on the equity of the master brand, but the soul is all “natural.” At the brand’s core is a promise to provide women with a modern convenience store that supports their desire for a life of health and beauty in a premium environment.

But does Natural Lawson deliver? Without a doubt the visual identity of the brand is a fresh, contemporary departure from a world of gauche, fire engine color schemes. The logo and signage strike a fine balance between the world of convenience and upscale supermarket, and successfully pair a tasteful feminine serif font with the less stylin’ Lawson slab typeface. Even more care is evident in the interior, with soft, recessed lighting instead of neon glare, natural woods instead of synthetics, a check-out counter with LOHAS (Lifestyles of Health and Sustainability)-style décor and a bar counter area for lounging in some select stores. Some staff are even trained to be able to dispense health information to customers.

The product offering also lives up to the billing, with specialty brands that seem to jump from the shelves, unlike the uniform lineup of the typical konbini. The sensation of quality is not just the skin-deep shimmer of fresh package design. A collective provides locally grown produce, and Body Shop-like cosmetics made from natural ingredients are on sale, as well as organic coffee and healthy versions of bento lunchboxes that are the staple of the working masses.

The branding is sound and delivers on the promise of a premium quality shopping environment that offers health-and-earth-consciousness products. But, does it provide the answer to Niinami’s quest to expand Lawson’s customer base? Natural Lawson still tends to be viewed as a curiosity more than a destination, and some noticeably lack the customer traffic of a typical konbini. Location could be a factor, with many Natural Lawsons suffering from questionable real estate choices. Or maybe it stretches people’s rigid expectations of what a convenience store is just a little too far. Says Etsuko Nakamura of the Natural Lawson that recently opened in her Tokyo neighborhood, “I went there once or twice when it opened. But if I want a pastry or a coffee, I go to the coffee shop next door. For everything else, I go to the 7-11 around the corner.”

Perhaps at this point customers don’t want to shop for luxury items in stores that offer the luxury on convenience. That may change. Give them time.

Patrick Williamson works in marketing and corporate communications in Tokyo. He previously worked for four years at a leading global brand consultancy.