Aggressive store expansion centered on the MILESTO format
First written in FY2016. 11 of 26 entries say "Softened", first in FY2020. Latest entry: FY2026.
Bruno moved to the "Worse" side of this theme in 2022, 1 year before the typical company in this theme (2023).
1 other company's latest entry also says "Softened".
- FY2026SoftenedAnnual report
「BRUNO and 25 other stores」
The company reports 25 directly operated stores, including BRUNO. No major new facilities or other applicable items were reported, and the shift from past active store openings toward a smaller store network continues. - 2026-05-14SoftenedEarnings
「The number of stores has decreased from the previous fiscal year because stores with low profitability were closed during the previous fiscal year.」
The Company reconfirmed that the decline in store count was due to the closure of stores with low profitability during the previous fiscal year. - FY2026-H1SoftenedAnnual report
「The number of stores has decreased from the previous fiscal year because stores with low profitability were closed during the previous fiscal year.」
Operations continue to focus on closing less profitable stores and reducing the number of stores rather than actively expanding the network. - FY2023SoftenedAnnual report
「In directly operated store sales, net sales fell to 94% of the previous fiscal year's level due to the decrease in the number of stores.」
Directly operated store sales fell to 94% of the previous fiscal year's level due to the decrease in the number of stores, and the slowdown in active store expansion continued. The company also reported a recovery at existing stores driven by travel demand, gifts and other factors. - FY2023-Q3SoftenedAnnual report
「In directly operated store sales, net sales fell to 91% of the previous year's level due to the decrease in the number of stores. However, sales of catalogues, water bottles and bottles increased as gift sales grew, while sales of MILESTO travel-related products such as carry-ons and travel bags increased with the recovery in travel demand and growth in business travel opportunities. Sales to foreign customers also increased, causing sales at many existing stores to exceed the previous year. In addition, the TRAVEL SHOP MILESTO Narita International Airport store, which had been temporarily closed, resumed operations in February 2023.」
Although the Narita Airport store resumed operations and existing stores recovered, directly operated store sales fell to 91% of the level in the same period of the previous year due to the decrease in the number of stores, and the slowdown in active store expansion continued. - FY2023-Q2SoftenedAnnual report
「In directly operated store sales, net sales fell to 86% of the level in the same period of the previous year due to the decrease in the number of stores. However, sales of MILESTO travel-related products such as carry-ons and travel bags increased as travel demand recovered and business travel opportunities grew, leaving existing-store sales at approximately the same level as the previous year.」
Directly operated store sales fell to 86% of the level in the same period of the previous year due to the decrease in the number of stores, and the slowdown in active store expansion continued. Existing stores, however, were approximately at the previous year's level as travel demand and other factors recovered. - FY2023-Q1SoftenedAnnual report
「In directly operated store sales, net sales fell to 81% of the level in the same period of the previous year due to the decrease in the number of stores. However, sales of MILESTO travel-related products such as carry-ons and travel bags increased as travel demand recovered and business travel opportunities grew, leaving existing-store sales at approximately the same level as the previous year.」
Directly operated store sales fell to 81% of the level in the same period of the previous year due to the decrease in the number of stores, and the slowdown in active store expansion continued. On an existing-store basis, sales were approximately at the previous year's level due to the recovery in travel demand and other factors. - FY2022SoftenedAnnual report
「In directly operated store sales, sales fell below the previous year due to the closure of 6 stores during the period. However, sales at existing stores exceeded the previous year as travel demand recovered with the easing of the novel coronavirus situation and business travel opportunities increased.」
Operations shifted from active store expansion to closing 6 stores during the period, and total sales at directly operated stores fell below the previous year. On an existing-store basis, however, sales recovered. - FY2022-Q3SoftenedAnnual report
「For the travel goods brand “MILESTO,” the company strengthened sales promotion for carry-on-related products during the graduation-trip season in March and expanded backpack offerings, including the “LIKID” series, which combines water resistance and design suitable for commuting and walking around town, to drive a recovery in sales. However, due to the decline in travel demand amid the COVID-19 pandemic and the closure of directly operated travel stores, MILESTO net sales were 89% of the level in the same period of the previous year.」
MILESTO expanded its product lineup and conducted sales promotion, but net sales fell to 89% of the level in the same period of the previous year due to weaker travel demand and the closure of directly operated travel stores, indicating less active store expansion. - FY2022-Q2SoftenedAnnual report
「At directly operated stores, sales of lucky bags and Christmas gifts at year-end were strong, and sales at many stores significantly exceeded the previous December's results. However, due to the decrease in the number of stores, net sales were 93% of the level in the same period of the previous year.」
While year-end sales at individual directly operated stores were strong, the decrease in the number of stores weighed on sales. This does not indicate progress in active store expansion. - FY2021-Q2AdvancedAnnual report
「At directly operated stores, travel stores struggled because of the delayed recovery in travel demand, but sales of kitchen appliances and seasonal appliances such as humidifiers at BRUNO stores centered on the company's kitchen appliances remained strong, supported by customer traffic generated through social media and advertising. In addition, 1 new store was opened in November.」
Sales remained strong, particularly at BRUNO stores, and 1 new directly operated store was opened in November 2020. - FY2021-Q1AdvancedAnnual report
「At directly operated stores, travel stores struggled because of the delayed recovery in travel demand, but BRUNO stores centered on the company's kitchen appliances performed well. In addition, 2 new stores were opened in September.」
While travel stores struggled amid the COVID-19 pandemic, BRUNO stores performed well, and 2 new stores were opened in September. - FY2020SoftenedAnnual report
「At directly operated stores, the company will shift from a customer-service-focused sales model to a contactless sales model and reduce fixed costs.」
The policy has changed from actively expanding the store network to making store investments cautiously in light of the status of the novel coronavirus pandemic. The capital expenditure plan has also been scaled back to 3 new stores and planned investment of ¥81 million. - FY2019AdvancedAnnual report
「During the period, it opened 7 new stores in 6 cities, including Nagoya and Nishinomiya. Sales grew particularly at hybrid stores housing multiple brands, contributing to profit as well.」
It opened 7 new stores during the period, and openings of hybrid stores contributed to sales and profit. The capital expenditure plan also calls for 8 new stores to be opened from July 2019 onward. - FY2019-Q3AdvancedAnnual report
「In addition to the 4 new stores opened through the second quarter, it opened 3 profitable hybrid stores in March at Hankyu Nishinomiya Gardens, LaLaport TOKYO-BAY and Matsuzakaya Nagoya.」
In addition to the 4 stores opened through the second quarter, it opened 3 hybrid stores in March, advancing the store rollout. - FY2019-Q2AdvancedAnnual report
「In the lifestyle goods retail business, it newly opened 4 stores during the period.」
It newly opened 4 stores during the cumulative consolidated second-quarter period, advancing the store rollout through actual openings. - FY2019-Q1AdvancedAnnual report
「In the lifestyle goods retail business, it opened 3 stores during the first quarter.」
It opened 3 new stores during the first quarter, advancing the store rollout plan through actual openings. - FY2018AdvancedAnnual report
「In the lifestyle goods retail business, it opened 13 new stores, including profitable hybrid stores featuring multiple brands, “BRUNO” shops centered on the interior goods brand “BRUNO,” and the new-format gift shop “GOOD GIFT GO.”」
It opened 13 new stores during the fiscal year. Its capital expenditure plan specified a phased store rollout, with investment planned for 15 new stores from July 2018 and 25 new stores from July 2019. - FY2018-Q3AdvancedAnnual report
「It opened 4 new stores, including a brand shop for the adult lifestyle brand “BRUNO” at Haneda Airport in February and the experiential gift shop “GOOD GIFT GO” in Zama in March.」
It opened 4 new stores, including the BRUNO brand shop at Haneda Airport and GOOD GIFT GO in Zama. - FY2018-Q2AdvancedAnnual report
「It opened 3 new stores, including a hybrid store for multiple brands in Ueno in November.」
It opened 3 new stores, including the hybrid store in Ueno. Store rollout is making progress. - FY2018-Q1AdvancedAnnual report
「Sales increased as the number of directly operated stores rose by 8 from the same period of the previous year, mainly through hybrid stores comprising multiple profitable brands. Net sales were ¥1,756 million, compared with ¥1,493 million in the same period of the previous year.」
The number of directly operated stores increased by 8 year on year, mainly through hybrid stores, demonstrating progress in the store rollout. - FY2017RaisedAnnual report
「At directly operated stores, the company will actively invest in new openings, targeting 20 new stores each year.」
Regarding store expansion, the previous policy of accelerating openings was made more specific through the numerical target of “20 new stores each year.” It also reports the opening of hybrid stores at Lumine Ikebukuro, Terrace Mall Shonan, Nagoya Takashimaya and Yaesu Chikagai, as well as 3 trial gift shops. - FY2017-Q3RaisedAnnual report
「The company will accelerate the active opening of high-profit hybrid stores, such as combinations of the interior goods shop “Idea Seventh Sense” and the travel shop “MILESTO,” or the interior goods shop “Idea Seventh Sense” and the organic shop “Terracuore,” and will fully develop a new store format, gift shops.」
It announced a policy of accelerating openings of high-profit hybrid stores and fully developing gift shops as a new store format. - FY2017-Q2RaisedAnnual report
「Going forward, it will accelerate the active opening of stores centered on hybrid formats, such as combinations of the interior goods shop “Idea Seventh Sense” and the travel shop “MILESTO,” or the interior goods shop “Idea Seventh Sense” and the organic shop “Terracuore.”」
The previous policy of rolling out stores for multiple brands was made more specific by accelerating openings centered on hybrid stores incorporating Idea Seventh Sense. - FY2017-Q1RaisedAnnual report
「Going forward, the company will actively expand its store network not only through the travel shop “MILESTO,” but also through the interior goods shop “Idea Seventh Sense” and the organic shop “Terracuore.” It will also strategically invest in advertising and strengthen e-commerce sales to expand sales through channels with higher gross margins, while working to improve gross margins by benefiting from the stronger yen.」
It announced a policy of expanding the scope of its store rollout beyond MILESTO to include Idea Seventh Sense and Terracuore. In addition, it opened an Idea Seventh Sense store at Lumine Ikebukuro in August. - FY2016First statedAnnual report
「In the retail business, we will continue to actively expand our store network, centered on the travel-goods select shops Travel Shop MILESTO and Travel Style by MILESTO.」
Positions the existing and new MILESTO formats at the center of retail expansion.