Improving In-Store Presentation and Expanding “Birthday+” and “futafuta”

「The Birthday business actively pursued the expansion of new brands such as “moi moi” and “＆mignon,” aligned with the latest trends, and the expansion of character products, in addition to evolving its core JB and PB brands as part of efforts to strengthen its merchandise offering and attract a broad range of target customers.」

「バースデイ限定のキャラクター専門ブランドを立ち上げるなど、幅広いターゲット層の取り込みを図りました。」

「The Birthday business actively pursued the expansion of new brands such as “moi moi” and “＆mignon,” aligned with the latest trends, and the expansion of character products, in addition to evolving its core PB and JB brands as part of efforts to strengthen its merchandise offering and attract a broad range of target customers.」

「The Birthday business broadened its target customer base by enhancing its core JB and PB brands and expanding character products as part of efforts to strengthen its merchandise offering. In sales promotion, the 25th-anniversary campaign launched on 21 May was successful, and customer numbers continued to increase thereafter. The rollout of collaborations with new brands and influencers at pop-up stores also contributed to acquiring new customers and raising brand awareness.」

「The Birthday business pursued the expansion of original products and acquisition of new customers. As part of expanding original products, it rolled out the JB “MY LITTLE WONDER,” aiming to strengthen the casual aesthetic that had been lacking.」

「The Birthday business launched the joint brand MY LITTLE WONDER and strengthened its casual styling. Among seasonal products, swimwear-related products and traditional Japanese clothing saw substantial sales growth. In childcare products, it improved the assortment, and strollers, child car seats and food products increased sales.」

「The Birthday business's outerwear performed well, led by its joint brands. It newly launched the joint brand MY LITTLE WONDER and strengthened its casual styling. Promotional initiatives were expanded to include exhibitions and Instagram Live events through collaborations with influencers, as well as stronger integration between the digital catalog and online store.」

「The Birthday business expanded its private-brand and joint-brand assortments. BIRTHDAY PLUS, a private brand expanded with sustainable-material products, and Cottoli, a newborn-focused joint brand expanded into higher price points, performed well. On the other hand, sales of hygiene goods and winter products fell below the previous year because of the pullback in stay-at-home demand and the effects of sustained high temperatures. Promotional activity was expanded through digital marketing on social media and a wider range of promotional media, while live commerce on social media was also effective in attracting customers.」

「The Birthday business expanded its joint-brand lineup, with futafuta, Cottoli and rabyraby developed respectively for its core, newborn and junior offerings. Promotional activity was expanded through digital marketing on social media and a wider range of promotional media, including the use of influencers and magazine models. [Source typo: 推進しまた]」

「The Birthday business's outerwear performed well across baby, toddler and junior sizes, particularly Cottoli, a newborn-focused joint brand that also addressed gift demand, and rabyraby, a junior-focused joint brand expanded to develop new demand, both of which increased sales.」

「The Birthday business increased sales by expanding its joint-brand lineup and diversifying promotional methods. The main joint brands futafuta and tete a tete expanded their assortments, while the new newborn-focused joint brand Cottoli strengthened gift proposals and the new junior-focused joint brand rabyraby expanded trend products, both performing well.」

「The Birthday business expanded its joint-brand lineup. Cottoli, a newborn-focused joint brand, increased sales through stronger gift proposals, while rabyraby, a junior-focused joint brand, increased sales by expanding trend products. Strollers, child car seats and lunch goods, whose joint-brand content was increased, also performed well as demand for outings grew. Promotional methods were diversified to acquire new customers, including the use of influencers and stronger advertising aimed at maternity hospitals through new promotional media.」

「The Birthday business expanded its joint-brand lineup, and a 10th-anniversary initiative for the main joint brand futafuta performed well. Cottoli, a new joint brand for newborns, increased sales through stronger gift proposals.」

「The Birthday business performed well after broadening the assortments of its main joint brands, tete a tete and futafuta, and developing collaborative products with a range of characters. Seasonal products performed well following earlier launches, while expanded short-cycle additional production reduced the markdown rate.」

「The main joint brands tete a tete and futafuta increased sales by broadening their assortments and developing collaborative products with a range of characters.」

「The Birthday business increased sales after short-cycle additional production in the second quarter of best-selling summer products from its main joint brands that had been launched early in spring. Autumn and early-winter merchandise, for which purchasing was expanded from July, also performed well, particularly outerwear and underwear from the joint brands and character products.」

「The earlier launch of seasonal products led to strong performance in summer merchandise. Among the main joint brands, tete a tete and futafuta increased sales.」

「The Birthday business promoted the restructured joint brand JB through an integrated approach spanning products, stores and promotions. The expanded assortment of tete a tete performed well across categories from outerwear to underwear and bedding. Seasonal products were launched earlier and performed well in line with the climate in each season, while short-cycle additional production of best-selling products reduced markdowns.」

「The jointly developed brand tete a tete increased sales after expanding its assortment and launching seasonal products earlier than usual.」

「The jointly developed brand tete a tete increased sales through an expanded assortment and stronger promotions. Autumn products launched 2 weeks earlier than the previous year also performed well despite the intense August heat.」

「The jointly developed brand tete a tete performed well as its assortment was expanded and promotions were strengthened.」

「The new brand tete a tete substantially increased sales, particularly of outerwear, while the downsizing and discontinuation of underperforming brands advanced the restructuring of the business's brand portfolio.」

「The new brand tete a tete, based on a chic and traditional aesthetic, proposed styles emphasizing shape and color and continued to perform well.」

「The Birthday business worked on developing products under its original brands to become the No. 1 specialist retailer of baby and children's products. The new brand tete a tete, based on a chic and traditional aesthetic, proposed styles emphasizing shape and color and got off to a strong start.」

「The Birthday business advanced product development under its original brands, and outerwear products, including tete a tete, sold well. From March through April, it also cleared out last year's winter inventory and slow-moving inventory.」

「During the nine months ended the third quarter, it opened 18 stores, bringing the total to 279. After renovating 16 stores, revenue increased 5.1% year on year to ¥41.3 billion.」

「During the six months ended the second quarter, it opened 13 stores, bringing the total to 274. After renovating 11 stores, revenue increased 7.5% year on year to ¥26,806 million.」

「During the three months ended the first quarter, it opened 9 stores, bringing the total to 270. After renovating 2 stores, revenue increased 8.2% year on year to ¥15,136 million.」

「The Birthday business, which sells baby and children's products, saw private-brand sales volumes increase sharply as the store network expanded. To further enhance trust in the business as a specialist retailer, it focused on product quality, design appeal and assortment and pursued an active store-opening program. During the fiscal year, it opened 23 stores and closed 2, bringing the total to 261.」

「Private-brand sales volumes increased sharply as the store network expanded. To further enhance trust in the business as a specialist retailer, it focused on product quality, design appeal and assortment and pursued an active store-opening program. During the nine months ended the third quarter, it opened 14 stores and closed 2, bringing the total to 252.」

「Private-brand sales volumes increased sharply as the store network expanded. To further enhance trust in the business as a specialist retailer, it focused on product quality, design appeal and assortment and pursued an active store-opening program. During the six months ended the second quarter, it opened 8 stores, bringing the total to 248.」

「The Birthday business, which sells baby and children's products, saw private-brand sales volumes increase sharply as the store network expanded. To further enhance trust in the business as a specialist retailer, it focused on product quality, design appeal and assortment and pursued an active store-opening program.」

「It also substantially expanded the private brands Birthday＋ and futafuta, which emphasize materials, functionality and design appeal, to improve performance.」

「It also expanded the private brands Birthday＋ and futafuta, which emphasize materials, functionality and design appeal, and introduced new brands to pursue an assortment more characteristic of a specialist retailer and improve performance.」

「The business improved in-store presentation and merchandising capabilities. It also expanded the private brands Birthday＋ and futafuta, which emphasize materials, functionality and design appeal, to pursue an assortment more characteristic of a specialist retailer and improve performance.」