Komori
Belluna (9997) · InitiativeReframed

Higher Revenue and Improved Profitability in the Specialty Mail-Order Business

First written in FY2017-Q1. 11 of 34 entries say "Advanced", first in FY2019-Q1. Latest entry: 2026-07-31.

34entries
11years
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How it moved
ProgressHeldSoftenedWorse2016: 220162017: 320172018: 420182019: 320192020: 320202021: 420212022: 220222023: 320232024: 320242025: 220252026: 52026
Same theme, other companies
Strengthening Direct Sales and EC for Healthcare Products and Improving Customer RetentionA theme 13 companies write about · 0 as a headwind · 16 as a tailwind

Belluna moved to the "Worse" side of this theme in 2022.

The whole theme swung hardest in 2017: 1 of 8 companies on the "Worse" side.

1 other company's latest entry also says "Reframed".

Ridges = years it wrote progress, valleys = years it wrote worse. Most hopeful companies at the back. Drag to turn, scroll to zoom, right-drag to pan. On a phone, two fingers turn and pinch to zoom; one finger scrolls the page.
Full recordFilings, disclosures and news, newest first
  1. FY2026ReframedAnnual report

    「In the cosmetics mail-order business, revenue declined because the number of new customers acquired decreased and the rate at which new purchasers were converted to subscription plans fell. However, profit increased because the company prioritized securing profitability by refraining from inefficient advertising. In the health foods mail-order business, revenue declined but profit increased because, although improvements in the efficiency of acquiring new customers were insufficient, the retention rate for existing customers on subscription plans showed an improving trend.」

    The description has shifted from emphasizing sales expansion in the former specialized mail-order business to emphasizing advertising efficiency and recurring-plan continuation rates in cosmetics and health foods while restraining new-customer acquisition, securing higher profit despite lower sales.
  2. FY2026-H1AdvancedAnnual report

    「In the cosmetics mail-order business, sales declined because fewer new customers were acquired and the rate at which new purchasers converted to recurring plans fell. However, profit increased because inefficient advertising was curtailed and profitability was prioritized. In the health foods mail-order business, sales declined but profit increased because the continuation rate for existing customers' recurring plans improved, although improvement in new-customer acquisition efficiency was insufficient. As a result, net sales were ¥5,886 million, down 12.8% year on year, and segment profit was ¥534 million, up 441.7%.」

    In cosmetics, sales declined as the number of new customers and the conversion rate to recurring plans fell, but profit increased as inefficient advertising was curtailed. In health foods, new-customer acquisition efficiency remained insufficient, while the continuation rate for existing customers' recurring plans improved. Overall segment profit rose 441.7%.
  3. FY2025WorsenedAnnual report

    「In the cosmetics mail-order business, the number of new customers acquired remained steady. However, sales and profit declined because the continuation rate for recurring plans among new purchasers fell. In the health foods mail-order business, acquisition efficiency improved, but sales and profit declined because efforts to convert customers to recurring plans and improve the continuation rate among recurring-plan customers were unsuccessful. As a result, net sales were ¥13,847 million, down 5.9% year on year, and segment profit was ¥719 million, down 22.4%.」

    Although the number and efficiency of new-customer acquisitions improved to some extent, the continuation rate and conversion to recurring plans did not improve, resulting in lower sales and profit in the cosmetics and health foods businesses.
  4. FY2025-H1WorsenedAnnual report

    「In the cosmetics mail-order business, the number of new customers acquired began to increase year on year. However, sales and profit declined because recurring-plan sales fell. In the health foods mail-order business, efforts to strengthen new-customer acquisition, mainly through infomercials, fell short of plan, resulting in lower sales and profit. As a result, net sales were ¥6,751 million, down 9.3% year on year, and segment profit was ¥98 million, down 75.7%.」

    Although the number of new cosmetics customers acquired began to increase, recurring-plan sales declined. In health foods, new-customer acquisition fell short of plan, resulting in lower sales and a substantial decline in profit across the businesses.
  5. FY2024AdvancedAnnual report

    「In the cosmetics business, sales and profit increased because domestic e-commerce new-customer acquisition was strong during the peak season and domestic wholesale sales expanded. In the health foods business, sales declined because the number of recurring mail-order customers fell, but profit increased as advertising focused on profitability. As a result, net sales were ¥14,718 million, down 0.5% year on year, and segment profit was ¥926 million, up 57.5%.」

    The cosmetics business benefited from domestic e-commerce new-customer acquisition and domestic wholesale sales, while the health foods business focused its advertising on profitability. Overall segment profit rose 57.5% year on year.
  6. FY2024-Q3AdvancedAnnual report

    「In the cosmetics mail-order business, sales and profit increased because new-customer acquisition, mainly through domestic e-commerce, was efficient and wholesale sales in Japan and overseas performed strongly. In the health foods mail-order business, sales declined because advertising focused on efficiency and existing core products, but profit increased as the margin improved. As a result, net sales were ¥11,038 million, up 1.0% year on year, and segment profit was ¥678 million, up 108.6%.」

    In cosmetics mail-order, new-customer acquisition efficiency and domestic and overseas wholesale sales were strong. In health foods mail-order, focusing advertising on core products improved profitability. Segment profit rose 108.6% year on year.
  7. FY2024-Q2ReframedAnnual report

    「In the cosmetics mail-order business, sales increased as new-customer acquisition efficiency, mainly through domestic e-commerce, remained strong. However, profit declined because advertising was expanded aggressively with an emphasis on growth. In the health foods mail-order business, sales declined because advertising focused on efficiency and existing core products, but profit increased as the margin improved. As a result, net sales were ¥7,446 million, up 0.5% year on year, and segment profit was ¥405 million, down 31.7%.」

    The businesses pursued different operating policies and reported different results: cosmetics generated sales growth but lower profit through improved new-customer acquisition efficiency and aggressive advertising, while health foods generated lower sales but higher profit by concentrating on core products.
  8. FY2024-Q1ReframedAnnual report

    「In the cosmetics mail-order business, profit declined substantially in the short term because of aggressive advertising spending to acquire new customers in Japan, although sales increased as new-customer acquisition progressed as planned. For the full year, profit is expected to increase as the acquired customers are monetized. In the health foods mail-order business, efforts were made to strengthen new-customer acquisition, mainly through infomercials, but sales declined. Profit increased as acquisition efficiency improved. As a result, net sales were ¥3,764 million, up 3.7% year on year, while the segment posted a loss of ¥41 million, compared with segment profit of ¥273 million in the same period of the previous year.」

    In the cosmetics business, aggressive advertising spending drove new-customer acquisition as planned and increased sales, while causing a substantial short-term decline in profit. Full-year profit is expected to increase as acquired customers are monetized. In the health foods business, profit growth resulting from improved acquisition efficiency is indicated.
  9. FY2023-Q3ReframedAnnual report

    「In the cosmetics sales business, sales declined because of difficulties caused by the spread of COVID-19 in Taiwan and a decline in new-customer acquisition in Japan. Advertising expenses also increased because of TV commercials and other initiatives. In the health foods mail-order business, sales declined as existing-customer sales fell despite efforts to strengthen new-customer acquisition. As a result, net sales were ¥10,930 million, down 7.1% year on year, and segment profit was ¥325 million, down 75.6%.」

    The area previously reported as a single specialized mail-order business is now presented in product-based segments. Profit declined substantially because of difficulties in the Taiwan cosmetics business, lower domestic new-customer acquisition and lower existing-customer sales in health foods.
  10. FY2023-Q1WorsenedAnnual report

    「In the cosmetics sales business, sales declined because of difficulties caused by the spread of COVID-19 in Taiwan and difficulties acquiring new customers due to online advertising regulations in Japan. In the health foods mail-order business, sales also declined as existing-customer sales fell despite efforts to strengthen new-customer acquisition. As a result, net sales were ¥3,629 million, down 13.6% year on year, and segment profit was ¥273 million, down 52.8%.」

    The cosmetics and health foods businesses reported lower sales and a substantial decline in profit because of the spread of COVID-19 in Taiwan, domestic online advertising regulations, difficulties acquiring new customers and lower existing-customer sales.
  11. FY2022-Q3WorsenedAnnual report

    「In the cosmetics sales business, growth slowed from the second quarter because of the impact of the spread of COVID-19 in Taiwan, and advertising expenses increased in the third quarter because TV commercials began in Japan in October. In the health foods mail-order business (リフレ Co., Ltd.), responses from new customers declined, and the trend of lower sales and profit continued. As a result, the third quarter saw lower sales and a substantial decline in profit year on year. For the nine months ended the third quarter, net sales were ¥11,762 million, down 13.2% year on year, and segment profit was ¥1,335 million, down 26.3%.」

    Slower growth in the cosmetics business in Taiwan and lower new-customer responses in the health foods business continued, while higher advertising expenses following the launch of domestic TV commercials also contributed to declining sales and profit.
  12. FY2022-Q2ReframedAnnual report

    「In the cosmetics sales business (オージオ Co., Ltd.), overseas expansion slowed because of the spread of COVID-19 in Taiwan. Combined with the decline in new-customer responses in the health foods mail-order business (リフレ Co., Ltd.), this resulted in net sales of ¥8,138 million, down 9.6% year on year. However, segment profit was ¥1,193 million, up 63.9%, as advertising expenses to acquire new customers declined.」

    As disclosure shifted from the specialized mail-order business to product-based segments, slower growth in overseas cosmetics operations in Taiwan and lower new-customer responses in health foods were identified as factors behind the sales decline. Profit increased because advertising expenses decreased.
  13. FY2022-Q1ReframedAnnual report

    「While overseas expansion in the cosmetics sales business (オージオ Co., Ltd.) performed strongly, the decline in responses from new customers in the health foods mail-order business (リフレ Co., Ltd.) resulted in net sales of ¥4,200 million, down 0.1% year on year. Segment profit was ¥579 million, up 330.0%.」

    Disclosure has shifted from the former specialized mail-order business grouping to new product-based segments, with strong overseas expansion and a decline in new-customer responses in the health foods business presented together.
  14. FY2021AdvancedAnnual report

    「Amid the impact of the spread of COVID-19, performance was strong, led by the mail-order business for nurses and the gourmet and wine businesses. Net sales were ¥64,909 million, up 30.4% year on year, and segment profit was ¥6,907 million, up 76.8%.」

    The specialized mail-order business reported full-year sales and profit growth, led by the mail-order business for nurses and the gourmet and wine businesses. Segment profit rose 76.8% year on year.
  15. FY2021-Q3AdvancedAnnual report

    「Amid the impact of the spread of COVID-19, performance was strong, led by the mail-order business for nurses and the gourmet and wine businesses. Net sales were ¥47,985 million, up 28.4% year on year, and segment profit was ¥5,353 million, up 91.8%.」

    Strong performance led by the mail-order business for nurses and the gourmet and wine businesses continued, with the specialized mail-order business reporting quantified sales and profit growth.
  16. FY2021-Q2AdvancedAnnual report

    「Amid the impact of the spread of COVID-19, performance was strong, led by the mail-order business for nurses and the gourmet and wine businesses. Net sales were ¥28,630 million, up 26.1% year on year, and segment profit was ¥2,508 million, up 58.1%.」

    Strong performance led by the mail-order business for nurses and the gourmet and wine businesses continued, with the specialized mail-order business reporting quantified sales and profit growth.
  17. FY2021-Q1AdvancedAnnual report

    「Amid the impact of the spread of COVID-19, performance was strong, led by the mail-order business for nurses and the gourmet and wine businesses. Net sales were ¥14,300 million, up 25.1% year on year, and segment profit was ¥1,135 million, up 41.9%.」

    The specialized mail-order business reported sales and profit growth, quantified in detail, on the strength of the mail-order business for nurses and the gourmet and wine businesses.
  18. FY2020-Q3RestatedAnnual report

    「Performance was strong, led by the cosmetics and wine businesses. Net sales were ¥37,368 million, up 3.0% year on year, and segment profit was ¥2,791 million, up 17.5%.」

    The specialized mail-order business continues to report sales and profit growth on the strength of the cosmetics and wine businesses.
  19. FY2020-Q2AdvancedAnnual report

    「Performance was strong, led by the cosmetics and wine businesses. Net sales were ¥22,697 million, up 5.5% year on year, and segment profit was ¥1,586 million, up 33.0%.」

    In addition to the cosmetics business, the wine business is identified as a driver of strong performance. The specialized mail-order business reported sales growth and 33.0% profit growth.
  20. FY2019AdvancedAnnual report

    「Despite the impact of the business reduction at ベストサンクス Co., Ltd., higher delivery charges and other factors, performance was strong, led by the cosmetics business. Net sales were ¥47,852 million, up 4.0% year on year, and segment profit was ¥3,260 million, up 22.4%.」

    Despite the impact of the business reduction at ベストサンクス Co., Ltd. and higher delivery charges, strong performance led by the cosmetics business resulted in full-year sales growth and 22.4% profit growth.
  21. FY2019-Q3ReframedAnnual report

    「Despite the impact of the business reduction at ベストサンクス Co., Ltd., higher delivery charges and other factors, each business performed steadily. Net sales were ¥36,294 million, up 4.5% year on year, and segment profit was ¥2,375 million, up 44.6%.」

    The specialized mail-order business continues to report sales and profit growth, although the negative factors of the business reduction at ベストサンクス Co., Ltd. and higher delivery charges are newly identified.
  22. FY2019-Q2RestatedAnnual report

    「Net sales were ¥21,522 million, up 5.1% year on year, owing to strong performance in the cosmetics business. Segment profit was ¥1,193 million, up 66.9%, reflecting the strong performance of the cosmetics business as well as improved profitability in the mail-order businesses for nurses and health foods.」

    The pattern of sales growth and substantial profit growth driven by the strong cosmetics business and improved profitability in the mail-order businesses for nurses and health foods continues.
  23. FY2019-Q1AdvancedAnnual report

    「Net sales were ¥11,179 million, up 5.3% year on year, owing to strong sales in the cosmetics business. Segment profit was ¥671 million, up 85.6%, reflecting the strong performance of the cosmetics business as well as improved profitability in the mail-order businesses for nurses and health foods.」

    In addition to the strong performance of the cosmetics business, improved profitability in the mail-order businesses for nurses and health foods is specifically identified. Segment profit rose 85.6% year on year in the specialized mail-order business.
  24. FY2018RestatedAnnual report

    「Net sales were ¥46,005 million, up 12.2% year on year, owing to strong sales in the gourmet and cosmetics businesses. On the other hand, segment profit was ¥2,662 million, down 3.2%, owing to an aggressive sales strategy and other measures to acquire new customers.」

    For the full year as well, the pattern is evident of sales growth from the gourmet and cosmetics businesses alongside lower profit resulting from an aggressive sales strategy to acquire new customers.
  25. FY2018-Q3WorsenedAnnual report

    「Net sales were ¥34,732 million, up 12.3% year on year, due to strong sales in the gourmet business. However, segment profit was ¥1,642 million, down 13.1%, owing to aggressive advertising.」

    While sales growth from the gourmet business continues, segment profit declined 13.1% year on year because of aggressive advertising.
  26. FY2018-Q2WorsenedAnnual report

    「Net sales were ¥20,483 million, up 9.1% year on year, due to strong sales in the gourmet business. However, segment profit was ¥714 million, down 6.1%, owing to aggressive advertising in the health foods, cosmetics and other businesses.」

    While sales growth from the gourmet business continues, segment profit has declined year on year because of aggressive advertising in the health foods, cosmetics and other businesses.
  27. FY2018-Q1ReframedAnnual report

    「Net sales were ¥10,612 million, up 7.8% year on year, owing to strong sales in the gourmet business, while segment profit was ¥361 million, up 24.4%.」

    The factor behind sales growth in the specialized mail-order business has changed from the previously cited mail-order business for nurses and 丸長 Co., Ltd. to strong performance in the gourmet business this period.
  28. FY2017-Q3RestatedAnnual report

    「Net sales were ¥30,917 million, up 11.9% year on year, due in part to strong performance in the mail-order business for nurses and the contribution from 丸長 Co., Ltd.'s sales. Segment profit was ¥1,891 million, up 86.4%.」

    Strong performance in the mail-order business for nurses and the contribution from 丸長 Co., Ltd.'s sales continue to drive sales and profit growth in the specialized mail-order business.
  29. FY2017-Q2RestatedAnnual report

    「Net sales were ¥18,768 million, up 13.2% year on year, due in part to the contribution from 丸長 Co., Ltd.'s sales and strong performance in the mail-order business for nurses. Segment profit was ¥761 million, up 78.0%.」

    In addition to the contribution from 丸長 Co., Ltd.'s sales, strong performance in the mail-order business for nurses is again cited as a factor behind sales and profit growth in the specialized mail-order business.
  30. FY2017-Q1First statedAnnual report

    「Revenue was ¥9,841 million, up 22.6% year on year, mainly because of contributions from 丸長㈱. Segment income rose 63.2% to ¥290 million, mainly because of improved profitability at ㈱アンファミエ.」

    Revenue contributions from 丸長㈱ and improved profitability at ㈱アンファミエ are cited as drivers of growth and higher profit in the specialty mail-order business.
Moved together

"Higher Revenue and Operating Profit, but an Ordinary Loss" moved the same way as this thread, in the same document, in 17 of its 34 moves.

171514121111★123456
  1. ★This thread
  2. 1Higher Revenue and Operating Profit, but an Ordinary Loss17×
  3. 2Yen Appreciation, Falling Share Prices and Weak Personal Consumption15×
  4. 3Higher Wholesale Revenue but a Segment Loss14×
  5. 4Higher General Merchandise Mail-Order Revenue Driven by Strong Online Sales12×
  6. 5Deterioration in Earnings from Foreign Exchange Movements11×
  7. 6Expansion of Insertion, Enclosure and Co-Shipment Services and Mail-Order Fulfillment Services11×

★ is this thread; numbers match the list above. The number on a line is how many documents both moved the same way in; lines between the other threads count the documents they moved together in too. Threads that move together often sit closer.

When this could move next
Belluna's next results are scheduled for 2026-10-30. Read the earnings preview It last moved in the Earnings of 2026-07-31: "Reframed".
News
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