Edion is focusing on its private-label brand, e angle. The private-label ratio was 25.4% in fiscal 2021 and reached 35.6% in fiscal 2025. The brand's starting point has been described as a policy of offering products in areas not covered by national brands.
Edion is focusing on its private-label home appliance brand, e angle. Private-label products accounted for 25.4% of sales in fiscal 2021, and the company expects the private-label ratio to reach 35.6% in fiscal 2025.
Kazushi Sakashita (坂下 和司), General Manager of the Global Product Planning Department in the Product Management Division, described the brand's starting point as “offering products in areas not covered by national brands.” Edion is strengthening its private-label business.