EDION is expanding the sales mix of its private-label brand, e angle. It uses approximately 1,000 customer comments each month in product development and is introducing products with practical features in the mid-range price segment.
Consumer-electronics retailer EDION has steadily increased the sales mix of its private-label brand, e angle, from 25.4% in fiscal 2021 to 35.6% in fiscal 2025.
Kazushi Sakashita of the brand division explained the strategy of offering products in segments not covered by national brands and outlined a policy of differentiation through mid-range products with a focused set of high-end functions. Rather than offering simply low-priced private-label products, the brand prioritises "plus-one" features that address consumer frustrations.
One example is the ANG-WM-D80-W 8 kg fully automatic washing machine, which supports automatic detergent and fabric-softener dosing and smartphone connectivity. A refrigerator with a large-bottle pocket was also cited as part of the enhancement of the private label's functionality.
EDION incorporates approximately 1,000 customer comments collected each month through stores, social media and other customer touchpoints into product development, seeking to differentiate itself from major manufacturers by targeting underserved areas.