The consolidated subsidiary ミライヲツナグ of サイバーステップホールディングス achieved Halloween cosplay costume sales three times the previous year's level. The launch of the new Roselle brand and expansion into mass retailers nationwide contributed to the result.
The 2026 Halloween market has been more active than usual, as 31 October falls on a Saturday. ミライヲツナグ introduced the new Roselle brand and expanded its sales channels to mass retailers nationwide, led by Don Quijote. Sales from late September through early October were three times those of the same period a year earlier, while the retail network expanded to 200 stores.
As part of the brand refresh, the company retained popular products from the existing BODYLINE brand while completely renewing its brand identity. Changing the packaging to a girly party theme improved visibility and purchase appeal, while the store network grew from the previous 70 locations by an additional 130 stores, bringing the total to 200. The product range spans staples to trend-led items, and products were offered at open prices.
Going forward, the company plans to step up live commerce in collaboration with group companies, in addition to physical stores and e-commerce, and aims to expand customer touchpoints by sharing sales expertise. It intends to use the results achieved during Halloween as a springboard for building awareness of the new brand and strengthening its sales network, while pursuing sustained growth in its cosplay costume business.