Expanding the Product Range of Private-Label and Global-Brand Sneakers

「In product strategy, we focused on expanding sales of Cedar Crest “Utility Sneakers,” combining waterproof and breathable performance, and Hydrotec’s “Blue Collection” and “Black Collection.”」

「In terms of products, the main private-label Cedar Crest “Supatto Shoes,” which can be put on while standing without using one’s hands, became a major hit, with cumulative sales exceeding 1 million pairs within 2.5 years of launch. We successively launched new lines, including junior, sandal, and safety-shoe series, and successfully expanded the customer base through promotions combining television commercials and magazine tie-ups with digital marketing via SNS and video distribution. Repeat purchases by customers attracted by the shoes’ high convenience also contributed to their success.」

「We launched numerous products unique to a specialist footwear retailer that pursue consumer convenience, including Cedar Crest’s “breathable waterproof utility sneakers,” comfortable in all conditions, whether sunny or rainy and for work or leisure, and Fuw a Raku’s “Goku Raku Pumps (Relax Series),” made with knitted material and emphasizing softness and comfort.」

「The “Spat Shoes” from our core private brand “Cedar Crest,” designed to be put on while standing without using one’s hands, continued to perform well throughout the year as they succeeded in stimulating new consumer demand.」

「In terms of products, although the launch of autumn and winter products was delayed by the lingering summer heat, we launched many products unique to a footwear specialist that take consumers’ ease of use into account, including the main private-label Cedar Crest “Supatto Shoes,” which can be put on while standing without using one’s hands, “Stretch Business Shoes” featuring soft materials and flexibility, and the main private-label Fuwaraku “Sneaker Pumps,” focused on functionality that reduces fatigue and facilitates walking. We also expanded products less affected by weather to stabilise sales.」

「We also proposed sustainable products through the “Sneaker Pumps” launched under the main private label “Fuwaraku.” They offer functionality and comfort for both work and leisure, while using recycled polyester yarn made from recycled plastic bottles as a raw material.」

「To mark the 20th anniversary of our core private brand “Hydrotec,” we made new premium product offerings, including genuine-leather business shoes using waterproof, breathable materials.」

「We also expanded the environmentally friendly product assortment by selling “Active Light Walking Shoes” from the private brand “Hydrotec,” which use recycled material in part.」

「The “Spat Shoes” from our core private brand “Cedar Crest,” designed to be put on while standing without using one’s hands, were developed with consumers’ ease of use in mind. They have been well received since their launch in March, so we expanded the assortment by adding a new series in the third quarter. We also expanded our range of environmentally friendly products, including the “Active Light Walking Shoes” from our core private brand “Hydrotec,” which use recycled material from plastic bottles in part.」

「We made new product proposals, including the launch of Japan’s first exclusive sales of the “STARTER BLACK LABEL” footwear line for younger consumers.」

「In particular, products unique to a footwear specialist that take consumers’ ease of use into account performed well, including the main private-label Cedar Crest waterproof, breathable utility sneakers and “Supatto Shoes,” which can be put on while standing without using one’s hands. We also continued offering products focused on consumers’ needs, including new versions of the popular low-priced “Yokubari Shoes.”」

「In e-commerce sales, revenue remained strong at 109% of the previous year, supported by an expanded assortment of global-brand sneakers.」

「For private brands, we advanced convenience-focused product development, including the launch of “Cedar Crest” waterproof, breathable utility sneakers and “Yokubari Boots,” which emphasize ease of use despite their low price. For business shoes, we comprehensively revised the pricing of the core private brands “Hydrotec” and “Fuw a Raku” to attractive levels that would support stable year-round sales without relying on promotions. In the third quarter, as the spread of COVID-19 began to subside, we also launched the key new product “Hydrotec Ultra Light.”」

「For private brands, we advanced function-focused product development, including the launch of “Cedar Crest” waterproof, breathable utility sneakers.」

「For business shoes, we comprehensively revised the prices of the core private brands “Hydrotec” and “Fuw a Raku” to attractive new price points that would support stable year-round sales without relying on promotions.」

「The private-brand functional women’s pumps “fuw a raku (フワラク)” recorded a 59% year-on-year increase in sales value for the consolidated fiscal year, supported by new products, a dedicated website and app, and active information dissemination through social media. The new low-priced women’s footwear brand “Willbe,” launched to expand the customer base, also performed well. For global-brand sneakers, improved ordering and inventory-management accuracy and an expanded range of our original special-make-up products resulted in a strong 8% year-on-year increase in sales value across the 11 major brands.」

「The private-brand functional women’s pumps “fuw a raku (フワラク)” recorded a 59% year-on-year increase in sales value in the first three quarters of the current consolidated fiscal year, supported by new products, a dedicated website and app, and active information dissemination through social media. “Willbe,” a new women’s footwear brand launched to expand the customer base from younger to middle-aged consumers, also performed well. For global-brand sneakers, improved inventory-management accuracy and an expanded range of women’s sneakers and our original special-make-up products resulted in a strong 9% year-on-year increase in sales value across the 11 major brands.」

「The private-brand functional women’s pumps “fuw a raku (フワラク)” launched a new casual line, supported by a dedicated website and app and active information dissemination through social media. Sales value rose 52% year on year in the first two quarters of the current consolidated fiscal year. For global-brand sneakers, we worked to improve inventory-management accuracy and expand the range of women’s sneakers and our original special-make-up products, resulting in a 10% year-on-year increase in sales value across the 11 major brands.」

「The private-brand functional women’s pumps “fuw a raku (フワラク),” a focus of our strengthening efforts, added a casual line. Sales value rose 48% year on year in the first two quarters of the current consolidated fiscal year, supported by a dedicated website and app and active information dissemination through social media. Global-brand sneakers also recorded a 10% year-on-year increase in sales value across the 11 major brands, driven in part by more accurate inventory management and an expanded range of women’s sneakers and our original special-make-up products.」

「In particular, the pumps from the new women’s footwear brand “fuw a raku (フワラク)” were developed based on internet surveys and feedback from try-on events attended by members of the general public. Standardized sales methods, including display and customer service, together with detailed size management, made them a hit product, with full-year sales approaching 300,000 pairs.」

「In particular, the pumps from the new women’s footwear brand “fuw a raku (フワラク)” were developed based on internet surveys and feedback from try-on events attended by members of the general public. Standardized sales methods, including display and customer service, together with detailed size management, made them a hit product, with cumulative sales exceeding 230,000 pairs in the first three quarters of the current consolidated fiscal year.」

「In particular, the pumps from the new women’s footwear brand “fuw a raku (フワラク)” were developed based on internet surveys and feedback from try-on events attended by members of the general public. Standardization of sales methods, including display and customer service, together with detailed size management, made them a hit product, with cumulative sales exceeding 160,000 pairs in the first two quarters of the current consolidated fiscal year.」

「The pumps from the new women’s footwear brand “fuw a raku (フワラク)” were developed based on internet surveys and feedback from try-on events attended by members of the general public. Standardizing sales methods from display through customer service and implementing detailed size management made them a hit product, with cumulative sales exceeding 100,000 pairs in the first quarter of the current consolidated fiscal year.」

「For example, the new women’s footwear brand “Fuw a Raku,” launched in February, was developed based on internet surveys and feedback from try-on events attended by members of the general public. We thoroughly communicated the products’ features and display methods to all stores and shared customer-service techniques through a customer-service skills competition, resulting in a strong launch.」

「For private brands, seasonal and weather-based assortment planning drove sales of “Bio Fitter” waterproof sneakers and cold-weather, slip-resistant boots during typhoons and heavy rain from August to September and snowfall in northern Japan in November. Sales of “Charmy Candy” waterproof junior sneakers, featuring enhanced fashion appeal, also remained strong. For national brands, sneaker sales remained strong across a broad range from children’s to men’s and women’s products, supported by brand-specific displays and stronger proposals for athleisure, a term combining athletic and leisure wear.」

「For private brands, sales remained strong for products offering improved comfort and functionality, including ultra-light models from “Cedar Crest” and “Shutte” and waterproof sneakers from “Bio Fitter,” as well as more fashionable children’s shoes. For national brands, we strengthened brand-specific displays and sales management. Sneakers covering a broad range from children’s to men’s and women’s products sold well and contributed to higher average customer spend.」

「For private brands, we expanded the range of ultra-light casual shoes such as “Cedar Crest Light” and “Shutte,” as well as highly fashionable children’s shoes. For national brands, we substantially expanded the assortment of global-brand sneakers, from children’s to men’s and women’s products, and thoroughly managed sales by brand.」