ミライヲツナグ, a consolidated subsidiary of サイバーステップホールディングス, has begun the full-scale rollout of Roselle, a new brand of Halloween cosplay costumes. Sales tripled year on year following a packaging redesign and expansion of the sales network.
Ahead of the Halloween shopping season, the company launched Roselle, a new brand built on the existing BODYLINE brand, and completely redesigned its packaging. This is said to have improved in-store visibility and helped increase consumers’ willingness to purchase.
The company expanded its physical retail network, adding 130 stores to the previous 70, mainly through Don Quijote, and began selling through a total of 200 stores. The full-scale rollout began in late September.
For the period from 24 September 2026 to 3 October 2026, sales reached three times the level of the same period a year earlier, according to the announcement. The costume range includes a wide variety of styles, including animal-themed costumes, maid outfits, cheongsams and nurse costumes.
Sales channels include Don Quijote stores nationwide, the official BODYLINE website, Rakuten Ichiba, Amazon and ZOZOTOWN. Going forward, the company plans to expand live commerce through collaboration with group companies.