Future Standard Research Institute: Department Store Innovation Through Store-Specific Branding and Experiential Retail Spaces

「At Daimaru Ashiya, we carried out the first full-store renewal in 5 years. We also worked to create new customer touchpoints, including the opening of DEPACO's first physical store.」

「We jointly developed next-generation confectionery brands with other companies and opened 2 brands in October 2025. We also established a jointly funded company to sell and operate original confectionery products, and opened a new confectionery brand in October 2025.」

「The official store for Expo 2025 Osaka-Kansai, conveying Japan's aesthetic sensibilities, culture and traditions, continues to receive favorable feedback from many customers.」

「This renewal expanded luxury brand offerings and content addressing next-generation market needs, including fashion, art, alcoholic beverages, beauty and health, with the aim of enhancing the value of experiences unique to physical stores and attracting next-generation customers.」

「To strengthen our online business, we worked to create new digital customer experiences, including expanding subscription services for fashion, art and food, as well as the department store industry's first exhibition and sale of 3D avatars.」

「In the third quarter, we relocated and expanded the luxury watch boutique at Umeda in September, and in November opened "Nintendo OSAKA," Nintendo Co.,Ltd.'s directly operated official shop and its second location in Japan.」

「In the third quarter, we relocated and expanded the luxury watch boutique at Umeda in September, and in November opened "Nintendo OSAKA," Nintendo Co.,Ltd.'s directly operated official shop and its second location in Japan. Together with the adjacent "Pokémon Center Osaka," the store has created a major character retail zone, attracting customers from a wide area, a characteristic of terminal stores.」

「At Shizuoka, where we carried out the first large-scale renovation in 25 years, we introduced an urban aquarium in conjunction with Shizuoka City's redevelopment project, with the aim of creating a store offering new experiences and opportunities to spend time. We also aim to grow the store as a core facility in the city by diversifying the reasons for visiting through both products and experiences, including the development of floors that offer lifestyle proposals.」

「We also promoted the development of new content at Daimaru Tokyo, including the opening of the D2C brand showrooming space "Asumise (明日見世)".」

「As a new initiative, leveraging the strengths of department stores, including their physical locations and talented personnel, we opened the D2C brand showrooming space "Asumise (明日見世)" on the fourth floor of Daimaru Tokyo in October. Asumise is not simply a physical venue. Staff members who are thoroughly familiar with the products and their backgrounds act as ambassadors, conveying the creators' ideas to customers and relaying customer feedback obtained in the store to the participating brands, thereby creating a cycle of encounters benefiting both customers and brands.」

「As part of measures for regional and suburban stores, 大丸須磨店, which marked its 40th anniversary, carried out its first major renovation, Phase 1, under the new store concept “At the heart of life in Suma: a department store that coexists with the community.” 大丸芦屋店 also underwent a full-building renovation and was transformed into a compact, community-based department store offering a high-quality space and merchandise assortment suited to Ashiya, based on the concept “Bringing every day in this town to Ashiya Marche.”」

「Daimaru Suma, which marked its 40th anniversary, carried out its first large-scale renovation, Phase 1, under the new store concept “At the heart of everyday life in Suma: a department store that coexists with the community.” Daimaru Ashiya also renovated the entire store and was transformed into a community-focused compact department store offering a high-quality space and product range suited to Ashiya, under the concept “Every day in this town is here: the Ashiya Marche proposal.”」

「Against this backdrop, the new main building of Daimaru Shinsaibashi held its grand opening on 20 September. Under the store concept “Delight the World — Shinsaibashi, the place the world aspires to visit,” it was transformed into a new department store for the future, with unprecedented changes throughout, including its floor layout, product range, design and environment.」

「Against this backdrop, the new main building of Daimaru Shinsaibashi held its grand opening on 20 September. Under the store concept “Delight the World — Shinsaibashi, the place the world aspires to visit,” it was transformed into a new department store for the future, with unprecedented changes throughout, including its floor layout, product range, design and environment.」

「We renovated the 2nd floor of Matsuzakaya Nagoya for the first time in 7 years and opened the new curated sales area “KiKiYOCOCHO,” combining beauty, food and miscellaneous goods, in March. Comprising 25 shops, including the first locations in Japan and the Tokai region, it is a space where the refinement of a department store coexists with the lively atmosphere of a traditional shopping alley, enabling women to try, discover and relax.」

「At Daimaru Sapporo, as part of the first renovation of the 3rd floor in 15 years, we opened the new curated zone “KiKiYOCOCHO (キキヨコチョ)” in April, aiming to create a new type of sales area by combining beauty, food and miscellaneous goods. Centered on women's interests, it is a space where the refinement of a department store meets the lively atmosphere of a traditional shopping alley, offering opportunities to try, discover and enjoy products without being constrained by conventional department store concepts. “Amuse Beauté (アミューズ ボーテ),” a self-service beauty shop operated by the company, also opened in KiKiYOCOCHO. With new locations added at Odakyu Department Store Machida in October and Sendai PARCO 2 in November, Amuse Beauté now operates 6 stores in total.」

「At Daimaru Sapporo, as part of the first renovation of the 3rd floor in 15 years, we opened the new curated zone “KiKiYOCOCHO” in April, aiming to create a new type of sales area by combining beauty, food and miscellaneous goods.」

「At Daimaru Sapporo, as part of the first renovation of the 3rd floor in 15 years, we opened the new curated zone “KiKiYOCOCHO” in April, aiming to create a new type of sales area by combining beauty, food and miscellaneous goods.」

「In addition, we established the “Future Standard Research Institute” in March and worked to strengthen collaboration with external expertise and gather information using the internet.」

「At Daimaru Kobe, the men's floor centered on the sixth floor underwent a major renovation in October for the first time in 20 years. It was transformed into the “Kobe Motomachi Men's Floor” for intellectually curious adult men, featuring long-established select shops originating in Kobe and brands committed to craftsmanship, as well as collaborative events with local Kobe organizations. A new zone was introduced offering proposals where customers can “always discover something new, whether a product or an experience.”」

「At Daimaru Kobe, we renovated the 7th-floor living department for the first time in 20 years and held its grand opening in April. By combining product categories that evoke scenes from everyday life, the floor was transformed into a space full of new discoveries and affinity with Kobe's character.」

「At Daimaru Tokyo, we opened “Lib Tokyo,” a newly curated sales area, on the 6th floor in March. In an open sales environment combining retail, a café and books, it is Daimaru's first concept-based selection zone, presenting products across fashion, food and living, produced by Hayato Takasu (高須勇人), owner of a popular shop in Hayama.」

「We established the “Future Standard Research Institute” at a department store and will work to enhance the value provided by stores by promoting open innovation.」