AOKI Holdings surpassed Aoyama Trading, the men's apparel industry leader, for the first time with consolidated revenue of ¥194.5 billion for the fiscal year ended March 2026. Koide Daijiro (小出大二朗) became president in June, and the company is advancing initiatives to link 100,000 VOC data points annually directly to purchasing meetings.
AOKI Holdings reported consolidated revenue of ¥194.5 billion for the fiscal year ended March 2026, surpassing for the first time the ¥189.0 billion reported by Aoyama Trading, the men's apparel industry leader. Under the new management structure, Koide Daijiro (小出大二朗) became president of the fashion business in June 2026, with plans to expand casualwear and women's apparel centered on men's businesswear.
As consumers increasingly move away from suits, the company is pursuing differentiation by combining technology, customer service and human expertise. In particular, it is applying techniques developed through suitmaking to casual products such as pajama suits, while focusing on pattern design down to details such as a single T-shirt, with the aim of increasing average spending per customer.
The company began using VOCs, or customer feedback, in 2022, and assigned 2 dedicated staff members from May 2026 to apply the data to purchasing meetings and other processes. Its efforts to quantitatively analyze approximately 100,000 VOCs annually and link them to inventory optimization and product ordering have become established.
The company has shifted its purchasing meetings to an operating model that combines 3C analysis with VOC data. It identifies requests including shirt patterns, stretch fabrics and wrinkle resistance, as well as feedback not reflected in numerical data, and incorporates them into product improvements and inventory allocation. Under the new president, the store network has expanded to more than 600 locations.