Developing and expanding the lifestyle goods business through a multi-core brand strategy
First written in FY2017. 16 of 25 entries say "Advanced", first in FY2018-Q3. Latest entry: 2026-09-15.
The whole theme swung hardest in 2025: 2 of 14 companies on the "Worse" side.
7 other companies' latest entry also says "Advanced".
- FY2025RestatedAnnual report
「In the general merchandise business, we will undertake a full-scale revitalisation by supplying competitive products and optimising product assortments to suit the characteristics of each store.」
The company positions the general merchandise business as a second earnings pillar alongside apparel and continues to supply competitive products and optimise assortments to suit each store's characteristics. - FY2024-Q3RestatedAnnual report
「Sales of hygiene products and other items, which had enjoyed strong demand in the previous year, contracted sharply, resulting in a significant decline in customer numbers and a tendency to struggle.」
Sales of hygiene products and other items that supported the general merchandise business have continued to contract following the reversal of the increase in demand in the previous year, and the business has continued to struggle. - FY2024-Q2RestatedAnnual report
「In the general merchandise business, sales of summer products, including heat- and ultraviolet protection items, were strong at illusie300, a ¥300 fixed-price general merchandise shop. However, sales of household goods, hygiene products and other items contracted following the reversal of stay-at-home demand during the COVID-19 pandemic, resulting in a tendency to struggle.」
At illusie300, sales of summer products were strong, but the contraction in sales of household goods and hygiene products following the reversal of stay-at-home demand has continued, as has the tendency to struggle. - FY2024-Q1illusie300 struggled due to the reversal in demandAnnual report
「In the general merchandise business, sales at illusie300, a ¥300 fixed-price general merchandise shop, tended to struggle as sales of household goods, hygiene products and other items contracted following the reversal of stay-at-home demand during the COVID-19 pandemic.」
The company stated that illusie300, which it had expanded as a growth format, was tending to struggle as sales of household goods, hygiene products and other items contracted following the reversal of stay-at-home demand. - FY2023-Q3AdvancedAnnual report
「In addition, at illusie300, we continued to pursue a transition to a two-pillar earnings structure through proactive business restructuring, including opening 5 new stores and converting 13 apparel stores to a different format.」
Under its multi-core brand strategy, the company has provided specific results in developing its general merchandise business, including opening 5 new illusie300 stores and converting 13 apparel stores to the illusie300 format. - FY2023-Q2AdvancedAnnual report
「At “illusie300,” the Company advanced the shift to a two-pillar earnings structure through active business restructuring, including 3 new store openings and 11 conversions from apparel stores.」
For illusie300, the growth driver of the general merchandise business, the Company opened 3 new stores and converted 11 apparel stores to the format, advancing structural reform of the business. - FY2022AdvancedAnnual report
「The Company implemented profitability improvement measures, including increasing closures of unprofitable stores, particularly apparel stores that had continued to struggle, and converting stores to 300-yen fixed-price illusie300, which continued to perform steadily even during the pandemic.」
To develop and expand the general merchandise business, the Company is pursuing conversions from struggling apparel stores to illusie300, in addition to new illusie300 store openings, as a profitability improvement measure and is reallocating management resources to the growth format. - FY2022-Q3AdvancedAnnual report
「The Company implemented profitability improvement measures, including conversions to 300-yen fixed-price illusie300 stores, whose revenue continued to expand even during the pandemic.」
To expand illusie300, the Company is pursuing not only new store openings but also conversions from underperforming apparel stores as a profitability improvement measure. - FY2022-Q2AdvancedAnnual report
「In the general merchandise business, in addition to opening new 300-yen fixed-price illusie300 stores, the Company actively converted stores from the apparel format to illusie300, a conversion it had not previously undertaken, to improve profitability. However, because the apparel business as a whole remained in a difficult environment, sales for the period as a whole were below pre-pandemic levels.」
For illusie300, the Company is pursuing profitability improvements by increasing not only new store openings but also conversions from the apparel format. This has given concrete form to the measure of reallocating existing assets to a growth format. - FY2022-Q1AdvancedAnnual report
「In the general merchandise business, sales of hygiene-related products that had supported revenue began to settle down. However, the number of illusie300 stores and sales both expanded through new store openings and format conversions.」
For illusie300, the Company is expanding both store numbers and sales by using not only new store openings but also format conversions. - FY2021ReframedAnnual report
「In light of the declining birth rate in recent years and changes in the general merchandise market, the Company decided to discontinue its variety merchandise format, Siebelet, at the end of the consolidated fiscal year and concentrate management resources going forward on its 300-yen fixed-price general merchandise format, illusie300.」
Under its multi-core brand strategy, the Company is shifting from a policy of developing multiple formats to discontinuing the variety merchandise format Siebelet and concentrating management resources on illusie300. - FY2021-Q3RestatedAnnual report
「In the general merchandise business, the 300-yen fixed-price illusie300 format continued to expand its store network and recorded a substantial increase in revenue. In addition, sales of hygiene-related products and loungewear remained solid in the variety merchandise format, which had continued to struggle.」
It explains that the Company continued expanding illusie300 stores as a growth driver for the general merchandise business, resulting in a substantial increase in revenue. Hygiene-related products and loungewear also supported sales, but the strategic framework itself remains unchanged. - FY2021-Q2RestatedAnnual report
「In the general merchandise business, the Company focused on selling hygiene-related products and products for demand at home, while continuing to open 300-yen fixed-price illusie300 stores as before.」
The Company continues its policy of developing and expanding the general merchandise business and continues to open illusie300 stores. During the pandemic, hygiene-related products and products for demand at home also supported sales. - FY2020-Q3AdvancedAnnual report
「In the general merchandise business, the opening of 21 new 300-yen fixed-price illusie300 stores resulted in a substantial increase in revenue, although the variety merchandise format, bags and fashion accessories continued to struggle.」
It explains that the opening of 21 new illusie300 stores led to a substantial increase in revenue in the general merchandise business. - FY2020-Q2AdvancedAnnual report
「In the general merchandise business, the Company opened 14 new 300-yen fixed-price illusie300 stores, resulting in a substantial increase in revenue. However, the variety merchandise and bags formats continued to struggle, and performance remained mixed.」
The opening of 14 new illusie300 stores contributed to a substantial increase in revenue in the general merchandise business. This demonstrates the specific store-opening results of the multi-core brand strategy. - FY2020-Q1AdvancedAnnual report
「In the general merchandise business, overall sales increased as the Company actively opened illusie300 stores, although existing stores in the variety merchandise and bags formats tended to struggle.」
It explains that active store openings of illusie300, a specific measure under the multi-core brand strategy, contributed to higher sales in the general merchandise business as a whole. - FY2019AdvancedAnnual report
「In general merchandise, although the variety merchandise and bags formats struggled, the business performed well, including the opening of 20 new 300-yen fixed-price illusie300 stores, continuing the previous fiscal year’s expansion. This contributed to higher revenue for the Group as a whole while the apparel business recorded lower revenue because of a decline in store numbers.」
It explains that the general merchandise business, which is less affected by weather, expanded by opening 20 new illusie300 stores during the fiscal year, contributing to higher revenue for the Group as a whole. - FY2019-Q3RestatedAnnual report
「As a means of creating future growth engines, the Company also focused on expanding store openings centered on new apparel brands and ¥300 fixed-price general merchandise shops.」
The Company continues to expand new brands and 300-yen fixed-price general merchandise stores in line with its multi-core brand strategy. - FY2019-Q2AdvancedAnnual report
「In the general merchandise business, there were periods of temporary difficulty in the variety merchandise and bags formats. However, 木糸土 and ハレノヒ, the lifestyle-oriented shops, performed well, while the expansion of new store openings under the 300-yen fixed-price general merchandise format contributed to steady overall performance in the business.」
In the general merchandise business, 木糸土 and ハレノヒ performed well, and the expansion of new 300-yen fixed-price general merchandise stores contributed to the performance of the business as a whole. - FY2019-Q1AdvancedAnnual report
「In the general merchandise business, there were periods of temporary difficulty in items related to starting a new life and in the bags format. However, the business overall performed steadily, with 300-yen fixed-price general merchandise and lifestyle-oriented shops such as 木糸土 and ハレノヒ performing well.」
It states that, in addition to 300-yen fixed-price general merchandise, lifestyle-oriented shops including 木糸土 and ハレノヒ performed well in the general merchandise business. - FY2018AdvancedAnnual report
「During the fiscal year, 27 new stores were opened, mainly 12 Rudic Park stores, the apparel business's flagship brand, and 7 Illusie 300 stores in the general merchandise business. At the same time, 53 stores were closed, primarily stores whose fixed-term lease agreements had expired and unprofitable stores. As a result, the store count stood at 469 at the end of the consolidated fiscal year.」
As a specific measure under its multi-core brand strategy, it opened 7 stores under the weather-resilient general merchandise format illusie300, demonstrating the brand’s expansion in practice. - FY2018-Q3AdvancedAnnual report
「To increase revenue from the next fiscal year onward, the Company also strengthened and expanded new store openings, centered on new brands in the apparel business and Iluci 300, a ¥300 fixed-price general merchandise shop, in the general merchandise business.」
For the development and expansion of the general merchandise business, which is less affected by weather, it identified the specific measure of strengthening and expanding new store openings centered on illusie300. - FY2017First statedAnnual report
「As part of its “multi-core brand strategy,” the Company is also focusing on developing and expanding its general merchandise business, which is less affected by weather.」
It positions the development and expansion of the general merchandise business as a portfolio initiative to reduce the apparel business’s dependence on weather.