Brass

Basic Information

Stock Code
2424
Industry
Services
Category Detail
Lifestyle Services
Prefecture
Aichi Prefecture
Establishment Year
April 1998
Listing Year
March 2016
Official Website
https://www.brass.ne.jp/corporate/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
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Overview

Brass is a wedding venue operator in the services industry, founded in 1998 and centered in Aichi Prefecture, and is a leading company in the industry deploying exclusively rentable guest house-type wedding facilities.

Current Situation

As of 2023, Brass operates a total of 24 exclusively rentable guest house wedding venues in Aichi, Gifu, Mie, and Shizuoka prefectures, achieving steady growth through regionally focused operations. The latest financial data shows sales exceeding 7 billion yen, steadily progressing, with differentiation from competitors contributed by exclusively rentable and open kitchen service styles. It provides consistent wedding planner services to customers, focusing on improving customer satisfaction. Recently, it has expanded its service area by acquiring the Villa Efue business. From a sustainability perspective, it engages in initiatives such as promoting local ingredient use, aiming in the medium to long term to strengthen its regional presence and stably enhance shareholder value in the Standard Market. Although affected by a decrease in wedding ceremonies due to extreme heat, it is advancing demand recovery and market environment adaptation. In the future, it has in view possibilities for event hosting and revenue diversification, flexibly responding to changes in the bridal industry.

Trivia

Interesting Facts

  • Pioneer in regionally focused small-scale guest house operations since its founding in 1998.
  • Industry innovator that introduced open kitchen style early on.
  • Holds the most operations of rentable guest house venues in Aichi Prefecture.
  • Rare business expansion including made-to-order bridal attire.
  • Experienced market category change from TSE Prime and Nagoya Premier to Standard Market.
  • Wedding venue brands deployed with different concepts per area.
  • Manages Shizuoka Prefecture venues through 2017 business acquisition.
  • Growth trajectory from Green Sheet listing to TSE listing.
  • Venues mainly center on small-scale up to 120 people.
  • Strengthens regional closeness through regional event sponsorships.
  • President and Representative Director is Tatsuaki Kawai, significantly involved in shareholder composition.
  • Approximately 300 employees focused on customer service.
  • Stable financial base prepared for future market fluctuations.
  • Responded to pandemic expansion with online services.
  • Diverse brand deployment flexibly meets market needs.

Hidden Connections

  • Formed business alliance with United Arrows in 2007 to pursue cross-industry collaboration.
  • Head office in Nishi-ku, Nagoya City, has strong ties to local economy.
  • High market adaptability from experience with Green Sheet designation and cancellation.
  • One of few Chubu-based companies with business foundation in Shizuoka via Villa Efue acquisition.
  • Characteristic specialization in small-scale guest house operations compared to competitors.
  • Local produce utilization contributes to strengthened ties with local industries.
  • Dedicated planner system leads to higher quality customer experiences than competitors.
  • Enhanced fundraising capabilities through market change experience to TSE Section 1 and Nagoya Section 1.

Future Outlook

Growth Drivers

  • Market expansion from increasing demand for exclusively rentable wedding venues.
  • Strengthening regional brands in Chubu and neighboring prefectures.
  • Service development emphasizing on-site experiences.
  • Promotion of online and digital marketing utilization.
  • Growing customer interest in sustainable weddings.
  • Strengthening flexible response to diversifying customer needs.
  • Business diversification through new areas and partnerships.
  • Performance recovery from revenge demand post-COVID impact.
  • Increased IT investments for customer experience improvement.
  • Enhanced corporate value through closer regional collaboration.
  • Customer acquisition efficiency through brand synergies.
  • Strengthened planner development leveraging extensive track record.

Strategic Goals

  • Expansion to 30 exclusively rentable wedding venues.
  • Maintain customer satisfaction above 95%.
  • Achieve over 80% digitalization for business efficiency.
  • Establish sustainable regional collaboration model.
  • Achieve annual sales over 10 billion yen.
  • Market share expansion through new customer acquisition.
  • Establish online/hybrid wedding services.
  • Stable stock price growth in Standard Market.
  • Promote investments in environmentally considerate facilities.
  • Establish company brand rooted in regional communities.

Business Segments

Wedding Venue Operation Support

Overview
Provides comprehensive solutions for wedding venue operation support and customer service improvement.
Competitiveness
Regionally focused operation know-how and customer response capabilities
Customers
  • Wedding venue owners
  • Event planners
  • Food service providers
  • Local governments
Products
  • Guest house operation services
  • Wedding planning
  • Venue equipment management
  • Wedding staff training

Wedding Attire Rental Provision

Overview
Business providing wedding attire rentals and related services to corporations.
Competitiveness
Extensive attire lineup and quality control
Customers
  • Wedding venues
  • Photo studios
  • Attire manufacturers
  • Retail stores
Products
  • Ceremonial attire rental
  • Made-to-order attire
  • Fashion accessories
  • Attire maintenance services

Wedding Service Development

Overview
Corporate support business through development and provision of new wedding services and systems.
Competitiveness
Innovative planning capabilities and IT utilization
Customers
  • Event planning companies
  • Food service providers
  • IT companies
  • Advertising agencies
Products
  • Planner training programs
  • Guest performance development
  • IT-integrated reservation systems
  • Marketing support

Competitive Advantage

Strengths

  • Regionally focused exclusively rentable guest house operations
  • Dedicated wedding planner services
  • Differentiation through open kitchen cuisine
  • Strong base centered in Aichi Prefecture
  • Deployment of diverse wedding venue brands
  • Flexible response to customer needs
  • Stable financial foundation
  • High-efficiency marketing and customer management
  • Experienced personnel and specialized staff
  • Stable management through solid shareholder composition
  • Business expansion through acquisitions
  • Operations focused on improving customer satisfaction
  • Operational efficiency through centralized head office functions
  • Brand trust from long years of management track record
  • Strengthened collaboration with regional events

Competitive Advantages

  • Business model specialized in exclusively rentable guest houses
  • Wedding planners handle consistently to improve customer satisfaction
  • Differentiation from competitors by enhancing food experience with open kitchens
  • Large number of venues and regional popularity in the Chubu area
  • Diverse venue brands covering a wide customer base
  • Business diversification through acquisitions
  • Stable funding and investments via prudent financial management
  • Marketing strength utilizing customer management systems
  • High-quality service provision through staff expertise
  • Differentiation and customer base strengthening through regional collaboration
  • Market adaptability honed from Green Sheet to listing
  • Market superiority through fusion of regional closeness and brand strategy
  • Increased customer acquisition through event planning and promotion capabilities
  • Stable trust as a listed company in the Standard Market
  • Added value provision utilizing regional tourism resources

Threats

  • Risk of reduced wedding ceremonies due to climate change like extreme heat
  • Profit margin decline from intensified price competition with peers
  • Long-term concern of market shrinkage due to population decline
  • Risk of re-expansion of infectious diseases like COVID-19
  • Delay in responding to diversifying customer needs
  • Market share erosion by new entrants
  • Cost increases from rising material prices
  • Demand instability from regional economic fluctuations
  • Service quality decline from labor shortages
  • Impact from spread of online wedding services
  • Changes in business environment from regulatory revisions
  • Risk of facility damage from natural disasters

Innovations

2023: Villa Efue Business Acquisition

Overview
Acquired the 'Villa Efue' business in Numazu City, Shizuoka Prefecture, achieving business area expansion.
Impact
Contributes to entry into new regional markets and sales growth

2022: Open Kitchen Service Enhancement

Overview
Renewed open kitchen facilities to provide live cooking experiences.
Impact
Customer satisfaction improvement and customer attraction through differentiation

2021: Introduction of Online Wedding System

Overview
Introduced online ceremony streaming system in response to COVID-19.
Impact
Successfully opened new customer segments and infection countermeasures

2020: Customer Management System Renewal

Overview
Introduced unified customer information management system for marketing efficiency.
Impact
Achieved improved customer response quality and sales promotion efficiency

Sustainability

  • Promotion of local produce usage
  • Introduction of low-environmental-impact facilities and equipment
  • Promotion of renewable energy utilization
  • Strengthening of waste recycling systems
  • Sustainable operations through collaboration with local communities