Product and assortment policy centered on the themes of “small moments of delight” and “being close to people’s everyday lives”
First written in FY2020-Q3. 11 of 18 entries say "Advanced", first in FY2022-Q2. Latest entry: FY2026.
No other company in this theme has enough history to compare yet.
- FY2026AdvancedAnnual report
「The cosmetics and general merchandise business pursued differentiation from competitors by aiming to be a variety goods store that creates “a sense of modest happiness” and is overflowing with small moments of delight, through original promotions using the Applied Group’s own farm, “Hiina Farm,” expanded offerings of original goods featuring How’s official character “Munyamu,” and sales of special benefits exclusively for How’s Premium Members.」
The company has given concrete form to its product and assortment policy through promotions using its own farm, original goods featuring its official character, and sales of benefits exclusively for members. - FY2025RestatedAnnual report
「In the cosmetics and general merchandise business, the Company aims to create “small moments of happiness” through a general merchandise store filled with small delights. It enhanced customer traffic through collaboration with the harvest festival at アプライドグループ’s own farm, “ひーな農園,” and pursued differentiation through gift fairs and other initiatives. In addition, wholesale sales remained firm, resulting in revenue of ¥12,302 million, up 14.7% year on year.」
Under the policy of being a variety goods store that creates small moments of delight, the company continues to differentiate itself through collaboration with harvest festivals at its own farm and gift fairs. - FY2025-H1AdvancedAnnual report
「② In the cosmetics and general merchandise business, the Company aims to create “small moments of happiness” through a general merchandise store filled with small delights. It increased customer visit frequency by introducing new events on an ongoing basis, including harvest experiences at ひーな農園 (the Company’s own farm), cooking classes, art classes and 1-day workshops, while further pursuing differentiation from competitors. As a result, revenue was ¥4,796 million, down 1.5% year on year.」
The company has given concrete form to its product and store policy of “creating a sense of modest happiness” through new event initiatives, including harvest experiences at its own farm, cooking classes, art classes, and one-day workshops. - FY2024-Q3RestatedAnnual report
「② In the cosmetics and general merchandise business, the company aims to create “small moments of happiness” through a general merchandise store filled with small discoveries. It held original events, including a harvest festival at the Applied Group’s own farm, “ひーな農園,” cooking classes and workshops, and advanced differentiation through original products. In addition, wholesale sales remained solid, and revenue was ¥8.081 billion, up 49.0% year on year.」
Under the policy of “creating a sense of modest happiness,” the company continues to develop its stores and products through its own farm’s harvest festival, cooking classes, workshops, and original products. - FY2024-Q2AdvancedAnnual report
「② In the cosmetics and general merchandise business, the Company aims to create “small moments of happiness” through a general merchandise store filled with small delights. It increased the number of premium members through locally focused promotions using ひーな農園 (the Company’s own farm), ハウズスクール and ハウズキッチン. In addition, wholesale sales remained firm, resulting in revenue of ¥4,871 million, up 64.6% year on year.」
The company has given concrete form to the policy of “creating a sense of modest happiness” through its own farm, How’s School, How’s Kitchen, locally focused promotion, and initiatives for premium members. - FY2024-Q1AdvancedAnnual report
「② In the cosmetics and general merchandise business, the Company aims to create “small moments of happiness” through a general merchandise store filled with small delights. It enhanced the appeal of its stores by offering salad buffets using freshly harvested vegetables from ひーな農園 (the Company’s own farm), holding workshops, cooking classes and flower-arranging classes, among other initiatives, and promoted revenue growth through premium member-only sales and other measures. In addition, wholesale sales remained firm, resulting in revenue of ¥2,434 million, up 77.9% year on year.」
The company has given concrete form to the policy of “creating a sense of modest happiness” through a salad buffet using vegetables from its own farm, workshops, cooking and flower-arrangement classes, and sales exclusively for premium members. Revenue increased 77.9% year on year. - FY2023AdvancedAnnual report
「In the cosmetics and general merchandise business, the Company aims to create “small moments of happiness” through a general merchandise store filled with small delights. It pursued new customer acquisition by holding various classes and distributing video advertisements, while strategically reducing wholesale sales. As a result, revenue was ¥7,853 million, down 53.3% year on year.」
The company has given concrete form to its existing store, product, and event initiatives through various classes, video advertising, and the acquisition of new local customers. - FY2023-Q3AdvancedAnnual report
「② The cosmetics and general merchandise business aims to operate general merchandise stores filled with small moments of delight under the theme of "creating modest happiness." It worked to attract more customers through original events promoted via social media, promoted differentiation through the introduction of products offering proposals to customers, and recorded sales of ¥5,423 million, down 54.4% year on year, due to a reduction in wholesale sales.」
The company has given concrete form to its existing product and event policy by differentiating itself through original events using social media and the launch of products designed around customer needs. - FY2023-Q2AdvancedAnnual report
「② The cosmetics and general merchandise business aims to operate general merchandise stores filled with small moments of delight under the theme of "creating modest happiness." It worked to attract customers by distributing event information and discount coupons through the official Howz app and offering lunch and café items using seasonal ingredients, promoted differentiation through private-label products, and recorded sales of ¥2,959 million, down 61.1% year on year, due to a reduction in wholesale sales.」
Under the policy of “creating a sense of modest happiness,” the company has developed specific initiatives involving its official app, distribution of event information and coupons, lunch and café offerings, and private-label products. - FY2023-Q1AdvancedAnnual report
「② The cosmetics and general merchandise business aims to operate general merchandise stores filled with small moments of delight under the theme of "creating modest happiness." It worked to attract more customers through promotions on the Howz Online website and locally focused promotions through workshops and cooking and flower-arrangement classes, promoted differentiation through the development and sale of private-label products, and recorded sales of ¥1,368 million, down 55.2% year on year, due to a reduction in wholesale sales.」
In addition to its existing store, product, and event initiatives, the company has developed locally focused promotion through “How’s Online,” workshops, and cooking and flower-arrangement classes. - FY2022AdvancedAnnual report
「The cosmetics and general merchandise business aims to operate general merchandise stores filled with small moments of delight under the theme of "creating modest happiness." It worked to attract customers locally by introducing new menu items at its lunch and café business and holding experience-based events such as cooking classes, promoted differentiation through the development and sale of private-label products, and benefited from steady growth in wholesale sales, resulting in sales of ¥16,814 million, compared with ¥13,328 million in the same period of the previous year.」
In addition to its existing product-development and event policies, the company has developed specific initiatives involving new menu items, hands-on events such as cooking classes, and community building. - FY2022-Q3AdvancedAnnual report
「② The cosmetics and general merchandise business aims to operate general merchandise stores filled with small moments of delight under the theme of "creating modest happiness." It worked to attract more customers by building a community through cooking classes, flower-arrangement classes and collaborative events, promoted differentiation through the launch of private-label products, and benefited from steady wholesale sales, resulting in sales of ¥11,882 million, compared with ¥10,330 million in the same period of the previous year.」
In addition to its existing product and event initiatives, the company has developed specific community-building measures through cooking classes, flower-arrangement classes, and collaborative events. - FY2022-Q2AdvancedAnnual report
「② In the cosmetics and general merchandise business, the company aims to create “small moments of happiness” through a general merchandise store filled with small discoveries. By offering lunch and café services in the ハウズキッチン corner, holding cooking classes and tasting events, and launching private-label products such as rice-flour pancake mix, it captured a broad range of customer needs. In addition, export sales remained solid, and revenue was ¥7.605 billion, compared with ¥6.120 billion in the same period of the previous year.」
Under the policy of “creating a sense of modest happiness,” the company has outlined new specific initiatives, including lunch and café offerings, cooking classes and tasting events, and rice-flour pancake mix. - FY2021RestatedAnnual report
「In its cosmetics and general merchandise business, the company sought to become a general merchandise store creating “small moments of happiness” and filled with small discoveries. It expanded its customer base by selling private-label products and serving lunch and sweets at ハウズ Kitchen using carefully selected seasonal ingredients based on specific themes, while wholesale and mail-order sales grew steadily against the backdrop of stay-at-home consumption, resulting in sales of ¥13.328 billion, up 78.1% year on year.」
The company continues the expressions “creating a sense of modest happiness” and “aiming to be a variety goods store overflowing with small moments of delight,” while pursuing private-label products and specialization. - FY2021-Q3RestatedAnnual report
「② The cosmetics and general merchandise business aims to operate general merchandise stores filled with small moments of delight under the theme of "creating modest happiness." By launching private-label products and expanding its range centered on differentiated products, wholesale and mail-order sales grew steadily against a backdrop of stay-at-home consumption, resulting in sales of ¥10,330 million, up 80.3% year on year.」
The company continues the expressions “creating a sense of modest happiness” and “aiming to be a variety goods store overflowing with small moments of delight,” as well as its policy of expanding its assortment of private-label and differentiated products. - FY2021-Q2RestatedAnnual report
「The cosmetics and general merchandise business aims to operate general merchandise stores filled with small moments of delight under the theme of "creating modest happiness." By launching private-label products, expanding its range centered on differentiated products, and strengthening wholesale and mail-order sales, it recorded sales of ¥6,120 million, up 66.6% year on year.」
The company continues to use the expressions “creating a sense of modest happiness” and “aiming to be a variety goods store overflowing with small moments of delight,” while expanding its assortment of private-label and differentiated products. - FY2021-Q1ReframedAnnual report
「② In its cosmetics and general merchandise business, the company sought to become a general merchandise store creating “small moments of happiness” and filled with small discoveries, introduced new products responding to changes in the business environment, enhanced its product range centered on differentiated products, and recorded sales of ¥2.349 billion, up 92.1% year on year.」
The wording of the product and store policy has changed from the former expressions “small moments of delight” and “being part of everyday life” to “creating a sense of modest happiness” and “aiming to be a variety goods store overflowing with small moments of delight.” - FY2020-Q3First statedAnnual report
「The cosmetics and general merchandise business generated revenue of ¥572.8 million, up 69.8% year on year, by strengthening wholesale sales while expanding its assortment, centered on the launch of private-label products and differentiated products, under the themes of “small moments of delight” and “being part of everyday life.”」
The company explicitly stated for the first time that “small moments of delight” and “being part of everyday life” were the themes for products and assortments in the cosmetics and general merchandise business.