Strengthening and expanding the multi-brand strategy and identifying new brands
First written in FY2023. 8 of 10 entries say "Advanced", first in FY2024-Q3. Latest entry: 2026-08-07.
The whole theme swung hardest in 2020: 1 of 12 companies on the "Worse" side.
10 other companies' latest entry also says "Advanced".
- 2026-08-07AdvancedEarnings
「Sales of KING KOIL, introduced in October 2025 as part of the multi-brand strategy, were very strong and substantially exceeded the plan.」
Provided specific sales results for KING KOIL under the multi-brand strategy. - FY2026AdvancedAnnual report
「As part of its multibrand strategy, the company began selling KING KOIL, its first new brand in approximately 40 years, in October 2025. It has also been making steady progress with pop-up events at department stores and installing displays at major furniture retailers.」
Under its multibrand strategy, the company began selling KING KOIL and proceeded with its rollout at department stores and major furniture retailers. - FY2026-H1AdvancedAnnual report
「As a further growth strategy initiative, the company began domestic sales in October 2025 of KING KOIL, a new mattress brand introduced for the first time in approximately 40 years. In conjunction with this launch, it plans to establish a KING KOIL space in the main zone on the first floor of its Tokyo showroom, as well as spaces for hotels and corporate customers of ligne roset on the expanded basement floor.」
As a new development of its multibrand strategy, the company began domestic sales of KING KOIL and plans to establish a dedicated space at its Tokyo showroom. - FY2025AdvancedAnnual report
「In addition to its existing bed mattress brands, the company plans to introduce a new brand in October 2025 and will strongly pursue its multibrand strategy.」
The company indicated plans to introduce a new brand in October 2025, in addition to Serta On a Cloud, electric beds developed with Paramount Bed and dream bed’s Pure Dream. It has also entered into a licensing agreement with KING KOIL. - FY2025-H1AdvancedAnnual report
「Specifically, as part of its multi-brand strategy, the company began selling Serta On a Cloud, Serta's first non-coil mattress, and began selling an electric bed developed in collaboration between Serta and Paramount Bed Co., Ltd.」
As specific measures under its multibrand strategy, the company launched new Serta category products and products developed in collaboration with Paramount Bed. - FY2024AdvancedAnnual report
「As part of its product strategy, the company will continue selling mattresses developed through collaborations with luxury hotels, which performed well in the fiscal year ended March 2024, in the fiscal year ending March 2025. It will also expand sales of its custom-made mattresses, launched in January 2024, begin overseas expansion of its own brands based on market research, and introduce models tailored to the Japanese market and total-solution products under the ligne roset brand.」
The company expanded its multibrand strategy to include continued Serta hotel projects, increased sales of The Dream, overseas expansion of its own brands and the introduction of products for the Japanese market under ligne roset. - FY2024-Q3AdvancedAnnual report
「Against this backdrop, from October 2023, to put our Declaration for Creating Empty Space into practice, we began selling Lunara+, developed in collaboration with the furniture brand MasterWal, and introduced new products including the Serta Suite Series after reviewing our product lineup in conjunction with the solo exhibition held that month.」
The company advanced cross-brand product development by launching Lunara+ in collaboration with MasterWal and introducing new products including the Serta Suite Series. - FY2023First statedAnnual report
「The company aims to expand sales by strengthening and expanding its multibrand strategy, increasing sales of Serta, rebuilding its other brands and discovering new brands.」
The company presented for the first time an overarching multibrand strategy bringing together individual initiatives for existing brands such as Serta, dream bed and ligne roset.