Increasing Store Visits Through the Birthday Business
First written in FY2017-Q1. 15 of 18 entries say "Restated". Latest entry: 2026-06-29.
1 other company's latest entry also says "Advanced".
- 2026-06-29AdvancedEarnings
「In the Birthday business, to strengthen our product offering, we developed private and joint-development brands such as “BIRTHDAY PLUS,” which emphasizes carefully selected materials, and conducted collaborative projects with national brands to attract a broader range of target customers.」
Birthday conducted collaborative projects with national brands in addition to private and joint-development brands, seeking to expand its target customer base. - FY2026RestatedAnnual report
「To become Japan's No. 1 comprehensive specialty retailer of baby and children's products, we will seek to increase sales at existing stores by further enhancing our product offering and sales capabilities.」
Birthday's goal of becoming Japan's No. 1 specialist retailer remains in place, with a policy of increasing sales at existing stores through advances in product strength and selling capabilities. - 2026-03-30RestatedEarnings
「To become Japan's No. 1 comprehensive specialty retailer of baby and children's products, we will seek to increase sales at existing stores by further enhancing our product offering and sales capabilities.」
The goal of making Birthday Japan's No. 1 retailer remained in place, while the measures were updated to include private and joint-development brands, new brands, and improvements to product assortment and promotions. - FY2025RestatedAnnual report
「To become Japan's No. 1 specialist retailer of baby and children's products, Birthday will strengthen the planning capabilities of its joint brands, improve its assortment of maternity products, pursue a premium line, and offer coordinated styling proposals for parents and children and for siblings.」
Birthday's goal of becoming Japan's No. 1 specialist retailer remains in place, with joint-brand planning, maternity products, a premium line and coordinated styling identified as the means to achieve it. Plans were also presented to open 12 stores and close 6 in fiscal 2025, bringing the total to 342 stores at the end of the fiscal year. - FY2023RestatedAnnual report
「To become Japan's No. 1 specialist retailer of baby and children's products, Birthday will strengthen the branding of its joint brands and private brands through coordinated styling proposals and quality improvements, and improve the assortment of trend, character and gift products. In fiscal 2023, it plans to open 18 stores and close 2, bringing the total to 329 stores at the end of the fiscal year.」
The goal of becoming Japan's No. 1 specialist retailer was maintained, while plans were presented to strengthen brands, improve the product assortment, and open and close stores in fiscal 2023. - FY2022RestatedAnnual report
「To become Japan's No. 1 specialist retailer of baby and children's products, Birthday will expand its existing joint brands and private brands, diversify product planning, including character merchandise, and strengthen its ability to develop products for childbirth and childcare and occasion-based products such as school supplies.」
The goal of making Birthday Japan's No. 1 specialist retailer remains in place, with joint brands and private brands, character merchandise, childbirth and childcare products, and school supplies identified as the means to achieve it. - FY2021RestatedAnnual report
「To become Japan's No. 1 specialist retailer of baby and children's products, Birthday will expand its brands and develop new brands, while increasing its range of strong core products that are less affected by seasonality. In fiscal 2021, it plans to open 10 stores and close 4, bringing the total to 304 stores at the end of the fiscal year.」
The goal of becoming Japan's No. 1 specialist retailer was maintained, while plans were presented to expand brands, strengthen core products, open and close stores in fiscal 2021. - FY2020RestatedAnnual report
「To become Japan's No. 1 specialist retailer of baby and children's products, Birthday will reorganize and streamline its original brands and develop brand stories, while strengthening specialist categories such as school backpacks and educational products.」
The goal of making Birthday Japan's No. 1 specialist retailer remains in place, with the streamlining and restructuring of original brands and the strengthening of specialist categories identified as the means to achieve it. - FY2020-Q3RestatedAnnual report
「The Birthday business worked on developing products under its original brands in pursuit of becoming the No. 1 specialist retailer of baby and children's products.」
The goal of making Birthday the No. 1 specialist retailer of baby and children's products and the initiative to develop original brands continue. - FY2020-Q2RestatedAnnual report
「The Birthday business worked on developing products under its original brands in pursuit of becoming the No. 1 specialist retailer of baby and children's products.」
The goal of making Birthday the No. 1 specialist retailer of baby and children's products continues to be pursued. - FY2019RestatedAnnual report
「To become Japan's No. 1 specialist retailer of baby and children's products, Birthday will develop products under its original brands and build a locally tailored assortment, while strengthening new product categories, including school backpacks, which it began selling in fiscal 2018.」
The goal of making Birthday Japan's No. 1 specialist retailer remains in place, with original brands, region-specific assortments and new categories such as school backpacks identified as the means to achieve it. - FY2019-Q3RestatedAnnual report
「The Birthday business introduced point cards at all Birthday stores in late March to become Japan's No. 1 specialist retailer of baby and children's products, and membership has exceeded 2 million. The information collected through the point cards will be used to improve the product assortment and promotions and to inform future store-opening strategies.」
The goal of becoming Japan's No. 1 specialist retailer remains in place, and point-card membership across all stores has exceeded 2 million. The policy of using the collected information for product assortment, promotions and store-opening strategies was also reiterated. - FY2019-Q2RestatedAnnual report
「The Birthday business introduced point cards at all Birthday stores in late March to become Japan's No. 1 specialist retailer of baby and children's products, and membership has exceeded 1.7 million.」
The goal of making Birthday Japan's No. 1 specialist retailer remains in place, and point-card membership increased from more than 1 million to more than 1.7 million. - FY2019-Q1RestatedAnnual report
「To become Japan’s No. 1 specialist retailer as a “comprehensive specialty retailer for baby and children’s products,” Birthday introduced a points card at all Birthday stores from late March, and membership exceeded 1 million.」
The goal of making Birthday Japan’s No. 1 specialist retailer continued to be stated. The introduction of the points card and use of customer information should be recorded separately as a new initiative. - FY2018RaisedAnnual report
「To become Japan’s No. 1 specialist retailer as a “comprehensive specialty retailer for baby and children’s products,” the Company will study its product range, advertising methods and social media, and work to create stores that meet customer expectations and improve sales capabilities.」
The stated objective expanded from increasing store visitors to the broader goal of making Birthday Japan’s No. 1 specialist retailer. Research into the product range, advertising methods and social media was presented as a means of achieving this. - FY2017RestatedAnnual report
「Under the theme “Birthday for Baby and Kids’ Products,” the Company sought to deepen its presence in the domestic market and increase the number of store visitors」
The goals of deepening Birthday’s presence in the domestic market and increasing the number of store visitors continued to be stated. - FY2017-Q3RestatedAnnual report
「Under the theme “Birthday for Baby and Kids’ Products,” the Company sought to deepen its presence in the domestic market and increase the number of store visitors」
The goal of increasing the number of store visitors is reiterated under the same theme. - FY2017-Q1First statedAnnual report
「Under the theme “Birthday for Baby and Kids’ Products,” the Company sought to deepen its presence in the domestic market and increase store visits」
The direction of seeking to increase store visits is clearly stated, but no numerical target or deadline is given.