Attracting Beginners and New Customers Through Private-Brand Products and IP Content

「As part of product development to broaden the reach of handicrafts, we are developing products using IP content. During the interim consolidated accounting period, we launched fabrics in collaboration with coffee equipment manufacturer “Kalita” and tea brand “Lipton.” We also worked to raise awareness of the products and the “Craft Heart Tokai” brand by holding promotional gift campaigns on social media.」

「As competition with ¥100 shops intensifies, we developed the Heart Price series of private-label products, combining high quality and low prices so that beginners can purchase them easily. As the first products in the series, we are offering ribbons and lace that are also ideal for creating trend-driven fan merchandise. We plan to expand the product range after analyzing customer needs. We are also working to broaden the reach of handicrafts and attract new customer groups by promoting product development using IP content.」