Wall-Mart's Japanese chain Seiyu will speed up its cost-cutting efforts and start directly importing around 100 house-brand products from its US parent.

In a trend that appears to be spreading in Japan, the company will cease to use some wholesalers and instead import items directly to Japan from South East Asia and neighbouring countries.

Food and other items will be sold under the Great Value brand, which accounts for about 5% of Seiyu's sales. Wal-Mart plans to increase this to at least 10% over the next three years.

Seiyu Seiyu CEO Edward Kolodzieski added that the chain will also import more store brands from the UK's Asda.