Higher General Merchandise Mail-Order Revenue Driven by Strong Online Sales
First written in FY2017-Q3. 12 of 28 entries say "Worsened", first in FY2019-Q2. Latest entry: 2026-07-31.
No other company in this theme has enough history to compare yet.
- 2026-07-31RestatedEarnings
「We continued to prioritize profitability and control advertising expenses, including by reducing the number of print publications. In addition, revenue declined because the service of the unprofitable imported-brand e-commerce site was discontinued, but profitability improved.」
The company reaffirmed its policy of improving profitability by accepting lower revenue through discontinuing unprofitable e-commerce services and controlling advertising expenses. - FY2026MitigatedAnnual report
「Revenue declined because the Company ended its unprofitable fashion e-commerce marketplace and imported-brand e-commerce site services, but profitability improved. As a result, net sales were ¥68,910 million, down 7.9% year on year, and the segment loss was ¥408 million, compared with a segment loss of ¥1,696 million in the same period of the previous year.」
The business has shifted from prioritizing expanding mail-order demand and sales growth to focusing on profitability by ending unprofitable e-commerce services and accepting lower revenue, reducing the segment loss from ¥1,696 million to ¥408 million. - FY2026-H1MitigatedAnnual report
「In the apparel and household goods e-commerce business, the company restrained advertising and sales promotion expenses to prioritize profitability in response to persistently high raw material and supply prices and higher direct-mail delivery charges. The closure of the loss-making fashion e-commerce marketplace service reduced revenue but improved profitability. As a result, revenue was ¥32,262 million, down 8.8% year on year, and the segment loss was ¥930 million, compared with a segment loss of ¥1,543 million in the same period of the previous year.」
The business has shifted from the previous focus on expanding mail-order demand to operating with a focus on improving profitability by reducing advertising and promotional expenses and ending unprofitable services, accepting lower revenue while narrowing the loss. - FY2025MitigatedAnnual report
「The number of new customers increased as customer acquisition efficiency improved, but the number of active customers remained flat because the repeat rate among existing customers fell short of the plan. As a result, net sales were ¥74,836 million, up 0.8% year on year, and the segment loss was ¥1,696 million, compared with a segment loss of ¥2,992 million in the same period of the previous year.」
The apparel and sundries mail-order business posted higher revenue as the efficiency of new customer acquisition improved, and the loss narrowed. However, the repeat rate among existing customers fell short of the plan, leaving the number of active customers flat. - FY2025-H1WorsenedAnnual report
「The response rate improved as the Company differentiated product pricing and focused on strengthening product appeal, while the numbers of new and active customers increased from the same period of the previous year. As a result, net sales were ¥35,366 million, up 1.6% year on year, and the segment loss was ¥1,543 million, compared with a segment loss of ¥1,340 million in the same period of the previous year.」
The response rate and customer numbers improved through pricing measures and stronger product appeal, resulting in higher revenue, but the segment loss widened from the same period of the previous year. - FY2024WorsenedAnnual report
「As a result, net sales were ¥74,251 million, down 15.9% year on year, and the segment loss was ¥2,992 million, compared with segment profit of ¥930 million in the same period of the previous year.」
The description has shifted from the previous focus on expanding mail-order demand and strengthening online sales to lower revenue despite price revisions and reduced print media circulation, with the segment moving from profit in the same period of the previous year to a significantly larger loss. - FY2024-Q3WorsenedAnnual report
「As a result, customer responses deteriorated. Although the Company revised product prices again, this did not lead to a significant improvement. In addition, the reduction in print media circulation led to fewer new customers being acquired, and the number of active customers also began to decline. As a result, net sales were ¥58,844 million, down 16.5% year on year, and the segment loss was ¥1,539 million, compared with segment profit of ¥1,811 million in the same period of the previous year.」
Despite reducing print media circulation and revising prices, responses, new customers and active customers deteriorated. The apparel and sundries business, reorganized from the general merchandise mail-order business, recorded lower revenue and a segment loss. - FY2024-Q2WorsenedAnnual report
「Although price increases raised the average order value, customer responses began to slow. In addition, the reduction in print media circulation led to fewer new customers being acquired, and the number of active customers also began to decline. As a result, net sales were ¥34,822 million, down 18.1% year on year, and the segment loss was ¥1,340 million, compared with a segment loss of ¥33 million in the same period of the previous year.」
Despite price revisions and reduced print media circulation, existing customer responses, new customers and active customers declined. The apparel and sundries business, reorganized from the general merchandise mail-order business, recorded lower revenue and a larger loss. - FY2024-Q1WorsenedAnnual report
「In the apparel and sundries mail-order business, the Company revised product prices and reduced the volume of its print media in response to soaring raw material and supply costs. Although the revision of product prices increased the average order value, customer responses began to slow. In addition, the reduction in print media circulation led to fewer new customers being acquired, and the number of active customers also began to decline. As a result, net sales were ¥21,911 million, down 17.5% year on year, and segment profit was ¥278 million, down 66.0%.」
In the mail-order business after the expansion of stay-at-home demand, the Company raised average order values through price revisions in response to soaring raw material costs and reduced print media circulation. However, responses, new customers and active customers all declined, resulting in lower revenue and significantly lower profit. - FY2023-Q3ReframedAnnual report
「In the mail-order business, the impact of the spread of COVID-19 had run its course from the first quarter, and existing customers' responses began to slow.」
The focus of the description has shifted from expanding mail-order demand during the COVID-19 pandemic to declining revenue caused by slower responses from existing customers after the demand surge had run its course. - FY2023-Q2MitigatedAnnual report
「In the mail-order business, the impact of the spread of COVID-19 subsided, while the trend toward slower responses from existing customers continued. The company therefore reduced advertising and sales promotion expenses and prioritized securing profitability. As a result, revenue was ¥42,501 million, down 9.7% year on year, and the segment loss was ¥33 million, compared with a segment loss of ¥525 million in the same period of the previous year.」
Revenue declined as growth in mail-order demand slowed and existing customers' responses weakened, while the loss narrowed significantly as advertising and promotional expenses were restrained. - FY2023-Q1ReframedAnnual report
「In the mail-order business, the impact of the spread of COVID-19 had run its course from the first quarter, and existing customers' responses continued to slow. At the same time, the Company restrained advertising and promotional expenses and operated the business with priority given to securing profitability. As a result, net sales were ¥26,549 million, down 11.7% year on year, and segment profit was ¥820 million, up 112.3%.」
The business shifted from expanding mail-order demand during the COVID-19 pandemic to slowing responses from existing customers after the demand surge had run its course. Although revenue declined as advertising and promotional expenses were restrained, segment profit increased 112.3% year on year. - FY2022-Q3WorsenedAnnual report
「In the first and second quarters, the company conducted active advertising and sales promotion, but profitability declined as the impact of the spread of COVID-19 subsided and existing customers responded less strongly than in the same period of the previous year. In the third quarter, the trend toward slower responses from existing customers continued, but the company prioritized securing profitability by taking measures including reducing advertising and sales promotion expenses. As a result, although the third quarter recorded lower revenue and profit than in the same period of the previous year, the decline in profit narrowed significantly compared with the cumulative second-quarter consolidated period. Revenue for the nine-month consolidated period was ¥77,841 million, up 0.8% year on year, and segment profit was ¥2,064 million, down 58.3% year on year.」
The business has shifted from expanding mail-order demand driven by stay-at-home consumption to slowing responses from existing customers after the impact of COVID-19 had run its course. Revenue growth was consequently limited to 0.8%, and segment profit also declined significantly. - FY2022-Q2WorsenedAnnual report
「The increase in active customers and continued active advertising and sales promotion lifted revenue to ¥47,044 million, up 4.6% year on year. However, as the impact of the spread of COVID-19 subsided and existing customers responded less strongly than in the same period of the previous year, the segment recorded a loss of ¥525 million, compared with segment profit of ¥1,729 million in the same period of the previous year.」
Revenue remained higher on the back of a larger active customer base and advertising and promotional activities, but segment profit deteriorated from profit in the same period of the previous year to a loss as existing customers' responses slowed after the impact of COVID-19 had run its course. - FY2022-Q1WorsenedAnnual report
「〔General merchandise mail-order business〕 While the Company continued its aggressive advertising and promotional activities in line with the previous fiscal year as the number of active customers increased, the impact of the spread of COVID-19 had run its course and existing customers' responses slowed compared with the same period of the previous year. As a result, net sales were ¥30,078 million, up 11.7% year on year, and segment profit was ¥386 million, down 79.1%.」
Revenue increased on the back of a larger active customer base and aggressive advertising and promotional activities, while segment profit declined significantly as existing customers' responses slowed following the end of the COVID-related demand surge. - FY2021AdvancedAnnual report
「In addition to increased demand for mail-order goods, including sundries and homewear, such as stay-at-home consumption, partly due to the spread of COVID-19, the Company conducted aggressive advertising and promotional activities. As a result, net sales were ¥89,675 million, up 22.2% year on year, and segment profit was ¥5,309 million, up 209.9%.」
The general merchandise mail-order business posted significantly higher full-year revenue and profit, supported by expanding demand, including stay-at-home consumption, and aggressive advertising and promotional activities. - FY2021-Q3AdvancedAnnual report
「Against the backdrop of the spread of COVID-19, rising demand for mail-order sales, particularly of household goods and homewear, together with active advertising and sales promotion, lifted revenue to ¥69,554 million, up 19.7% year on year, and segment profit to ¥4,890 million, up 169.2% year on year.」
The general merchandise mail-order business has posted higher revenue and significantly higher profit year on year, supported by rising mail-order demand and aggressive advertising and promotional activities. - FY2021-Q1ReframedAnnual report
「Against the backdrop of the spread of COVID-19, rising demand for mail-order sales, particularly of household goods and homewear, lifted revenue to ¥24,671 million, up 14.9% year on year, and segment profit to ¥1,897 million, up 141.0% year on year.」
The explanation has shifted from the previous pattern of lower revenue and profit caused by soaring paper costs and reduced catalog circulation to higher revenue and profit driven by increased mail-order demand for sundries and homewear amid the spread of COVID-19. - FY2020-Q3WorsenedAnnual report
「Revenue was ¥58,127 million, down 5.0% year on year, and segment profit was ¥1,816 million, down 46.0% year on year, due mainly to the impact of limiting the number of catalogs and other materials issued in response to higher paper costs.」
The general merchandise mail-order business has seen lower revenue and profit as catalog circulation has been reduced, despite the growth strategy of strengthening online and catalog sales. - FY2020-Q2WorsenedAnnual report
「Revenue was ¥35,535 million, down 1.3% year on year, and segment profit was ¥296 million, down 64.4% year on year, due mainly to the impact of limiting the number of catalogs and other materials issued in response to higher paper costs.」
Due to restrictions on catalog circulation, the general mail-order business has suffered declining revenue and a substantial decrease in profit despite its growth policy of strengthening online and catalog operations. - FY2020-Q1WorsenedAnnual report
「Revenue was ¥21,466 million, down 5.2% year on year, and segment profit was ¥787 million, down 39.2% year on year, due mainly to the impact of reducing the number of catalogs and other materials issued in response to higher paper costs.」
Due to restrictions on the number of catalogs and other publications issued, the general mail-order business has shifted from an explanation of growth through stronger online and catalog operations to disclosure of declining revenue and profit. - FY2019AdvancedAnnual report
「The company will provide products for a broad range of age groups and lay the groundwork for sustainable growth through expanded catalog sales and stronger online operations, centered on strengthening its men's and innerwear product offerings. It will also develop ベルーナ-style products and seek to achieve net sales of ¥100 billion under the Fourth to Fifth Management Plans by restoring print media.」
For the general mail-order business, the company identifies strengthening product offerings, expanding catalog sales, strengthening online operations and restoring print media as specific measures, and explicitly states its target of achieving net sales of ¥100 billion under the Fourth to Fifth Management Plans. - FY2019-Q2WorsenedAnnual report
「Net sales were ¥36,017 million, down 3.3% year on year, due in part to the postponement of catalog publication.」
In the general mail-order business, the disclosure has shifted from describing strong online sales and product sales to describing a decline in revenue due to the postponement of catalog publication. - FY2018AdvancedAnnual report
「In the general mail-order business, the company has pursued initiatives to improve CVR and strengthen customer acquisition. Although profit declined due to higher shipping costs, the initiatives were successful and the company achieved its budget. Going forward, it will control profit through measures such as charging for shipping, while laying the groundwork for sustainable growth through expanded catalog sales and stronger online operations, centered on strengthening product offerings.」
The initiatives related to online sales are described in detail as specific measures to improve CVR, strengthen customer acquisition, charge for shipping and strengthen product offerings, as well as expand catalog sales. The disclosure states that these initiatives contributed to achieving the budget. - FY2017-Q3First statedAnnual report
「Online sales were strong, resulting in revenue of ¥57,646 million, up 6.3% year on year.」
The company newly identifies strong online sales as a driver of higher revenue in the general merchandise mail-order business.