Felissimo

Basic Information

Stock Code
3396
Industry
Retail
Category Detail
Mail Order & Online Shopping
Prefecture
Hyogo Prefecture
Establishment Year
May 1965
Listing Year
February 2006
Official Website
https://www.felissimo.co.jp/
TSE Information
TSE Information
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Overview

Felissimo is a major mail-order company founded in 1965 with its head office in Kobe, Hyogo Prefecture, leveraging strengths in unique planned products and a rich product lineup.

Current Situation

Felissimo recorded sales of approximately 30.9 billion yen in fiscal year 2023, operating a mail-order business centered on clothing, daily goods, beauty products, and food. Targeting mainly women, it offers subscription-based regular purchase services in a continuity model and advances product development utilizing bidirectional communication with customers. It has established logistics centers domestically and internationally to achieve an efficient distribution system. As social contribution activities, it operates the Great East Japan Earthquake reconstruction support and environmental conservation fund, promoting sustainable management. It is focusing on digital collaboration and multi-channel expansion, such as expanding the logistics center in Shanghai, China, and opening a new site in partnership with JR West Japan. In recent years, it has opened a Chocolate Museum at its Kobe headquarters to enhance corporate brand value. Regarding the subcontractor law violation issue, it has thoroughly implemented recurrence prevention measures and strives to restore trust. Moving forward, it aims for sustainable growth centered on new product development and improving customer satisfaction.

Trivia

Interesting Facts

  • Subscription products feature a mechanism where contents cannot be fully chosen upon delivery.
  • Originally established in Osaka as High Sense Co., Ltd.
  • Expanded logistics center in Shanghai, China, to strengthen international logistics.
  • Operates multipurpose halls and museums to promote regional culture.
  • After subcontractor law violation issue, swiftly implemented improvements to restore trust.
  • Has loyal fans among a wide range of ages centered on women.
  • Couturier certification exam is a pioneer in customer-participatory marketing events.
  • Felissimo adopts SPA model, managing from planning to sales in-house.
  • Partnering with JR West Japan to deploy new catalog distribution services.
  • Corporate chocolate museum is unique corporate branding.
  • Owns Espas Felissimo, a logistics and complex facility in Suma-ku, Kobe.
  • Stable cash flow from subscription system is a strength.
  • Environmental protection activities incorporated into corporate philosophy for over 10 years.
  • High evaluation of customer support in mail-order industry.
  • President Kazuhiko Yazaki has led for many years.

Hidden Connections

  • Established new sales promotion channels utilizing rail network through partnership with JR West Japan.
  • Promotes international collaboration with India's Tagore Association via environmental conservation fund.
  • Strengthened sales base in China market through logistics center development.
  • Rare among catalog mail-order companies in operating regional cultural facilities.
  • Built industry-standard clean transaction system after issues with subcontractors.
  • Flexible entry into multiple product fields leveraging partner company network.
  • Succeeded in market segmentation with diverse women-centered brand rollout.
  • Deepens engagement with younger generation through active SNS and digital marketing.

Future Outlook

Growth Drivers

  • Sales growth from expanding multi-channel mail-order demand
  • Market expansion of environmentally friendly products
  • Strengthening of customer-participatory product planning
  • Evolution of digital marketing
  • Cost reductions via domestic and international logistics efficiency
  • Adaptability to diverse women's lifestyles
  • Brand strengthening through regional culture and social contribution activities
  • Expansion in China and Asia markets
  • Improved convenience of subscription services
  • Enhanced corporate value amid rising ESG investments
  • Platform building for new customer acquisition
  • Improved social evaluation of sustainable management

Strategic Goals

  • Achieve 50 billion yen in mail-order business sales
  • Expand sustainable product ratio to over 50%
  • Maintain over 300,000 subscription service contracts
  • Achieve cumulative 1 billion yen donations to environmental conservation fund
  • Reduce logistics CO2 emissions by 40%

Business Segments

OEM Manufacturing Support

Overview
Provides comprehensive support from product planning to manufacturing and quality control for companies.
Competitiveness
Unique planning capabilities and flexible manufacturing system
Customers
  • Apparel companies
  • Sundries manufacturers
  • Beauty-related companies
  • Food manufacturers
  • Mail-order companies
Products
  • Joint development of planned products
  • Manufacturing process management
  • Quality control
  • Logistics support
  • Package design

Logistics Services

Overview
Provides efficient logistics services utilizing mail-order logistics centers.
Competitiveness
Logistics facilities capable of handling diverse products
Customers
  • Own mail-order business
  • External e-commerce companies
  • Retailers
  • Wholesalers
Products
  • Order management
  • Product picking
  • Packing and shipping
  • Inventory management
  • Returns processing

Joint Sales Platform

Overview
Operates a sales platform supporting collaboration among diverse companies.
Competitiveness
Diverse customer base and promotional capabilities
Customers
  • Retailers
  • Brand manufacturers
  • Designers
Products
  • Product promotion
  • Sales channel development
  • Marketing support

Planning and Marketing Support

Overview
Offers multifaceted support from product development to sales strategy.
Competitiveness
Planning skills reflecting customer needs
Customers
  • Small and medium enterprises
  • Startups
  • Brand operators
Products
  • Product planning consulting
  • Consumer research
  • Promotional event planning

Competitive Advantage

Strengths

  • Product differentiation through unique planning capabilities
  • Rich product lineup
  • Regular customer touchpoints via subscription model
  • Robust logistics system and multi-channel expansion
  • Utilization of customer feedback through bidirectional communication
  • Active initiatives in environmental and social contributions
  • Long years of mail-order expertise
  • Solid financial foundation
  • Regionally rooted business development
  • Broad age-range customer base
  • Network with partner companies
  • SPA (manufacturing retail) model in product development
  • Planning capabilities for sustainable products
  • Brand value enhancement through multipurpose halls and museums
  • Promotion of digital collaboration

Competitive Advantages

  • Original product rollout leveraging inimitable planning strength
  • Enhanced customer loyalty through unique subscription purchasing system
  • Strengthened brand image via environmental funds and social activities
  • Efficient international shipping via Shanghai logistics base
  • Customer expansion through new site partnership with JR West Japan
  • Ownership of diverse brands addressing segmented customer needs
  • In-house SPA model from planning to sales
  • Differentiation reinforced by community-rooted activities and development
  • Hybrid deployment of digital channels and paper catalogs
  • Events like certification exams and fan gatherings reflecting customer voices
  • Fulfillment of corporate social responsibility through sustainable development
  • Advanced quality control and strengthened ties with manufacturing contractors
  • Maximized purchase opportunities with diverse lineup
  • Superior marketing appealing to wide age range of women
  • Strong customer-participatory marketing platform

Threats

  • Risk of market share decline due to intensifying mail-order competition
  • Decline in traditional catalog demand from rise of internet mail-order
  • Rising logistics costs and delivery delay risks
  • Decline in trust from compliance issues like subcontractor law violations
  • Reduced consumer purchasing intent from economic fluctuations
  • Difficulty adapting to rapid changes in female consumer preferences
  • Competitive pressure from new entrants and low-price brands
  • Increased costs for product and packaging changes from stricter environmental regulations
  • Political and economic instability at overseas bases
  • Supply chain risks from novel infectious diseases and external factors
  • Decline in marketing competitiveness from delayed technological innovation
  • Shifting market needs in aging society

Innovations

2021: Felissimo Chocolate Museum Opens

Overview
Opened a corporate chocolate museum in the Kobe headquarters building.
Impact
Enhances brand value and promotes customer understanding of the company.

2020: Digital Channel Strengthening

Overview
Launched LINE delivery service and strengthened EC collaboration with JR West Japan to expand customer touchpoints.
Impact
Acquires younger customers and promotes multi-channel sales.

2022: Expansion of Environmentally Friendly Products

Overview
Increased eco-cotton series and products using recycled materials.
Impact
Improves social evaluation through sustainable product development.

2023: Introduction of Diverse Subscription Products

Overview
Launched multiple new category subscriptions in addition to existing products.
Impact
Promotes customer loyalty and increased purchase frequency.

2024: Strengthening Customer-Participatory Planning Events

Overview
Enhanced operation of Felissimo Daily Goods Awards and Couturier Certification.
Impact
Expands community and nurtures brand fans.

Sustainability

  • Forest conservation activities through Felissimo Forest Fund
  • International environmental conservation using India, Okinawa, and broadleaf forest cultivation funds
  • Reconstruction support for Great East Japan Earthquake via monthly donations starting from 100 yen
  • Active adoption of eco-materials and renewable resources
  • CO2 emission reduction measures in logistics
  • Participation in plastic packaging reduction campaign
  • Promotion of sustainable procurement with partner companies
  • Hosting environmental education events
  • Employee-participatory environmental conservation volunteer activities
  • Collaboration with local nature protection activities
  • Establishment of sustainable manufacturing processes
  • Consideration of green energy introduction