TAYA

Basic Information

Stock Code
4679
Industry
Services
Category Detail
Lifestyle Services
Prefecture
Tokyo
Establishment Year
September 1975
Listing Year
September 1997
Official Website
https://www.taya.co.jp/tww/company/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
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Overview

TAYA is a leading hair salon chain founded in 1975, a top-class domestic beauty services company strong in deploying multiple brands and operating directly managed stores.

Current Situation

TAYA recorded net sales of approximately 6.78 billion yen for the fiscal year ended March 2021, but posted an operating loss of about 1.28 billion yen. Centered on its main brand 'TAYA,' it operates directly managed beauty salons primarily in the Tokyo metropolitan area and Kyushu. Due to the COVID-19 pandemic, customer numbers declined, putting performance in a challenging situation, but in 2021 it implemented the structural reform plan 'T9,' involving store closures and operational efficiency improvements. In 2024, it refreshed its brand logo to enhance its image and strengthen customer relationships. Through direct management operations and the development and sale of in-house products, it diversifies revenue sources to cope with intensifying industry competition. Following a management change, it is advancing a medium-term strategy for reconstruction and sustainable growth. Further expansion in sustainability initiatives is anticipated going forward.

Trivia

Interesting Facts

  • Founder opened the beauty salon on the day of the 1964 Tokyo Olympics opening ceremony.
  • 'TAYA' brand operates approximately 80 directly managed stores nationwide.
  • First low-price salon 'Shampoo' opened in Fukuoka Prefecture.
  • Multiple participations in the International Hairdressing Contest since 1988.
  • Sells in-house products on Rakuten Market and Yahoo! Shopping.
  • Self-publishes membership magazine 'MARIQUITA.'
  • Refreshed brand logo in 2024, adopting the kanji '人' (person) as motif.
  • Implemented president change and management reconstruction plan in 2022.
  • Founder and Honorary Chairman Tetsuya Taya passed away at age 81 in 2022.
  • Deploys OMO strategy linking online shop and physical stores.

Hidden Connections

  • Founder Tetsuya Taya contributed to international exchanges in Japan's beauty industry, hosting beauty contests in Asian cities.
  • Beauty wig business deeply collaborates with medical institutions, contributing to cancer patient support.
  • Low-price format 'Shampoo' created new markets rooted in local communities.
  • Direct management store expansion supports nationwide employment and contributes to talent development in the beauty industry.
  • The logo from brand refresh embodies 'person-to-person' meaning, representing the core corporate culture.
  • Early advancement in EC-store sales fusion via Rakuten Market entry.
  • International contest participation also serves as bridge for technical improvement and overseas expansion.
  • President change during reconstruction period has enhanced management centripetal force.

Future Outlook

Growth Drivers

  • Improved reservation and sales convenience through digitalization
  • Expansion of freelancer hair stylist market and strengthened collaborations
  • Increased demand for medical wigs due to aging society
  • Store expansion in regions beyond Tokyo metropolitan area
  • Revenue diversification through new in-house product development
  • Strengthened talent development and education in the beauty industry
  • Growing demand for sustainable materials and services
  • Customer loyalty enhancement through online community building
  • International expansion and brand strengthening of beauty techniques
  • Increased demand for health-oriented supplements
  • Active utilization and reinforcement of EC sales channels
  • Promotion of collaborations with government regional revitalization support

Strategic Goals

  • Achieve 150+ directly managed stores nationwide
  • Comprehensive improvement in brand recognition and customer satisfaction
  • Sustainable beauty products accounting for over 50% of sales
  • 30% operational efficiency improvement in stores via DX promotion
  • Secure top domestic market share in medical wig market
  • Expansion of freelancer hair stylist store network
  • Ensure stable profits through revenue structure diversification
  • Enhancement of community-collaborative beauty technology education infrastructure
  • Advancement of differentiation through futuristic beauty services
  • Social value creation via strengthened ties with local governments and communities

Business Segments

Hair Salon Operation Support

Overview
Services supporting the operation and quality management of directly managed beauty salons.
Competitiveness
Long-accumulated directly managed know-how and education system
Customers
  • Directly Managed Store Operations Division
  • Area Managers
  • Staff Training Division
  • Training Center
Products
  • Beauty Technique Guidance
  • Staff Training Programs
  • Store Operation Systems
  • Store Decoration and Equipment Management

Beauty Product Development and Wholesale

Overview
Manufactures and sells in-house brands and OEM products.
Competitiveness
Proprietary technological development capabilities and brand strength
Customers
  • Directly Managed Stores
  • Hair Salon Chains
  • Cosmetics Retail Stores
  • Online Stores
Products
  • Hair Care Products
  • Skin Care Products
  • Wig Products
  • Beauty Cosmetics

IT Solutions Provision

Overview
Develops and provides IT services for beauty salons.
Competitiveness
Proven system development tailored to the industry
Customers
  • Own Beauty Salons
  • Freelance Hair Stylists
  • Small Beauty Salons
Products
  • Reservation Management System
  • Customer Management Tools
  • Online Shop Platform

Beauty Training and Event Business

Overview
Conducts training sessions and events for improving hair stylist skills.
Competitiveness
Planning of international contests in collaboration with Asia
Customers
  • Hair Stylists
  • Beauty Vocational Schools
  • Beauty Industry Associations
Products
  • Hair Makeup Training
  • Technical Contest Operations
  • Industry Seminars

Wig Sales and Maintenance

Overview
Provides high-quality wigs centered on medical applications.
Competitiveness
Product development tailored to medical site needs
Customers
  • Hospitals and Clinics
  • Beauty Salon Customers
  • Medical Wig Users
Products
  • Medical Wigs
  • Maintenance Services
  • Custom Orders

Competitive Advantage

Strengths

  • Strong directly managed store network in Tokyo metropolitan area and Kyushu
  • Broad customer base through diverse brand deployments
  • Revenue diversification through ownership of in-house developed products
  • Long track record in the beauty industry and trusted brands
  • Convenient reservations via active digitalization
  • Improved staff technical skills through education programs
  • Swift response to management structural reforms
  • Provision of community-oriented services
  • Diverse B2B business deployments
  • Nationwide brand recognition and awareness
  • Coexistence of new brands and low-price formats
  • Operation of a robust customer membership organization
  • Active specialized creative team
  • Multilingual support and training of overseas-experienced staff
  • Flexible talent recruitment and freelancer support

Competitive Advantages

  • Diverse brand strategy accommodating wide price ranges
  • Stable store service quality through direct management
  • Early introduction of online reservation systems
  • Industry-leading staff education and technical succession know-how
  • Added value provision through in-house product development and sales
  • Optimized store deployment considering regional characteristics
  • Ongoing participation in international beauty contests to highlight technical prowess
  • Flexible store configurations responding to new customer needs
  • Immediate effectiveness of revenue improvements via structural reform plan
  • Strengthened customer brand loyalty through brand renewal
  • Differentiation via specialization in medical wig market
  • Enhanced customer touchpoints through information magazines and apps
  • Secured customer attraction via superior store location strategy
  • Risk dispersion against market fluctuations through diversified service offerings
  • Response to talent acquisition competition via freelancer support

Threats

  • Customer traffic decline due to COVID-19
  • Talent shortage and intensifying competition in the beauty industry
  • Increase in low-price salons and freelance stylists
  • Reduced consumer spending due to economic fluctuations
  • Expansion of external competing beauty product brands
  • Market contraction due to regional population decline
  • Rise of online beauty services
  • Profit margin pressure from rising raw material prices
  • Cost increase risks from regulatory tightening
  • Brand impact from changing social values
  • Delayed adaptation to rapid IT technology changes
  • Impact from competitors' aggressive M&A strategies

Innovations

2024: Brand Renewal and Logo Refresh

Overview
Changed brand logo to the authentic 'TAYA' to refresh the brand image.
Impact
Improved customer brand recognition and affinity.

2021: Implementation of Structural Reform Plan 'T9'

Overview
Advanced management reforms including closure of 33 stores and operational efficiency improvements.
Impact
Improved loss-making structure and enhanced business sustainability.

2020: Enhanced Online Reservation and Sales System

Overview
Introduced and expanded reservation management system 'Reservia' and official app.
Impact
Contributed to improved customer convenience and expanded online sales.

2022: Expansion of In-House Developed Wig Products

Overview
Strengthened manufacturing and sales of high-quality wigs for medical and beauty uses.
Impact
Established new revenue sources and expanded market share.

2023: Strengthened Deployment of Freelancer-Oriented Stores

Overview
Expanded free-contract stores nationwide to address talent shortage.
Impact
Succeeded in securing talent and diversifying services.

Sustainability

  • Promotion of energy-saving equipment installation in stores
  • Waste recycling rate improvement programs
  • Promotion of eco-friendly beauty materials
  • Support for beauty technology education in local communities
  • Enhanced safety environment through thorough infection control measures