Halmek Holdings

Basic Information

Stock Code
7119
Industry
Retail
Category Detail
Mail Order & Online Shopping
Prefecture
Tokyo
Establishment Year
July 2020
Listing Year
March 2023
Official Website
https://www.halmek-holdings.co.jp/
TSE Information
TSE Information
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Overview

Halmek Holdings is a leading Tokyo-based company founded in 1989 that continues to grow centered on publishing and mail-order sales for senior women.

Current Situation

Halmek Holdings achieved net sales of 28.7 billion yen and operating profit of 2 billion yen in the fiscal year ended March 2023, building a strong brand in the mail-order sector. Its core businesses are the monthly publication of the magazine 'Halmek' targeting women aged 50 and over, and mail-order sales of health and fashion-related products. The company is advancing multichannel management through the expansion of directly operated stores and digital media. Under its holding company structure, multiple subsidiaries engage in marketing and business solutions, working to strengthen its customer base. In recent years, it has focused on introducing subscription online services and developing new products, aiming to provide comprehensive lifestyle support for customers. It is also expanding initiatives in sustainability and regional contributions. In its mid-term strategy through 2025, it plans to accelerate sales growth, service diversification, and regional expansion to maintain competitive superiority in the senior market.

Trivia

Interesting Facts

  • Circulation exceeded 500,000 copies in 2022, ranking No. 1 among women's magazines excluding manga magazines.
  • Founded in 1989, but the magazine 'Ikiki' launched in 1996 is a long-selling hit.
  • Mail order accounts for about 80% of total sales, forming a stable revenue model.
  • Representatives and editor-in-chief featured on popular NHK and TV Tokyo programs.
  • Provides unique subscription digital services in the industry for senior women.
  • 17 stores nationwide mainly consist of in-department store and directly operated stores.
  • Historical independence from Noritz Tekki Group in 2020 via MBO.
  • Accelerated business expansion in 2024 through subsidiary name changes and M&A.
  • Editor-in-chief highly acclaimed with multiple features on public television.
  • 'Halmek' known for editorial policy attuned to senior women's hearts.
  • Deploys senior events and lectures nationwide independently.
  • Active cross-industry collaborations, such as jointly developed products with eyewear specialty stores.
  • Multiple subsidiaries handle specialized fields under holding company structure.
  • Community-based services contribute to fan base expansion.
  • Long-term vision advances reinforcement of both digital and physical services.

Hidden Connections

  • History of independence from Noritz Tekki Group serves as foundation for strengthened management base.
  • Brand image significantly improved through features on TV Tokyo and NHK.
  • Clear differentiation from competitors by specializing in senior women target.
  • Joint development with Eyemarket became a success example of cross-industry collaboration.
  • Business reorganization of subsidiaries achieved efficient multi-store regional deployment.
  • Subscription model generates stable cash flow as a key element.
  • Marketing techniques specialized for senior women market attract industry attention.
  • Growth through unique business model fusing publishing and mail order.

Future Outlook

Growth Drivers

  • Expansion of senior market accompanying aging society
  • Revenue enhancement of subscription model and digital services
  • Increased customer touchpoints through fusion of direct sales/stores and online
  • Product planning capabilities and marketing expertise for unique products
  • Growing demand for health and beauty products for senior women
  • Strengthened nationwide deployment of community-based services
  • Diversification and expansion of senior events and lectures
  • Management efficiency through group synergies
  • Accelerated new product/service development via cross-industry collaborations
  • Enhanced corporate value through ESG and sustainability responses
  • Continuous reinforcement of media utilization and brand power
  • Improved business efficiency and customer experience through DX promotion

Strategic Goals

  • Maintain and expand women's senior magazine circulation over 600,000 copies
  • Expand mail-order sales to 40 billion yen scale
  • Acquire 200,000 digital paid members
  • Establish operations for over 20 physical stores nationwide
  • Achieve 50% or more sustainable products across all items
  • Implement 100 regional issue-solving events annually
  • Expand new businesses through strengthened group collaborations
  • Achieve top-class evaluation for diversity-respecting workplace environment
  • Promote collaboration projects with local governments and companies
  • Build mid-term management strategy reflecting ESG elements in business plans

Business Segments

Marketing Support

Overview
Provides marketing and advertising support specialized in the senior market.
Competitiveness
Extensive senior data and targeted expertise
Customers
  • Mail-order operators
  • Senior business operators
  • Advertising agencies
  • Publishing companies
Products
  • Market research services
  • Customer analysis
  • Promotion planning

IT Solutions

Overview
Provides IT systems and operational solutions for mail-order companies.
Competitiveness
System development specialized for senior mail order
Customers
  • Group subsidiaries
  • External retailers
  • Mail-order operators
Products
  • E-commerce site development
  • Data management
  • Business efficiency systems

Logistics and Delivery

Overview
Maintains a safe and rapid supply network specialized in senior logistics.
Competitiveness
Flexible logistics system responsive to customer needs
Customers
  • Mail-order operators
  • Department stores
  • Group companies
Products
  • Warehouse management
  • Delivery services

Event Planning and Operation

Overview
Event planning and operation services optimized for target audiences.
Competitiveness
Long-cultivated network and planning track record
Customers
  • Public interest groups
  • Corporate clients
  • Community groups
Products
  • Senior event planning
  • Lecture planning
  • Sales promotion events

Product Planning and Development Support

Overview
Comprehensive support from planning to market launch of senior products.
Competitiveness
Deep understanding of target market
Customers
  • Own brands
  • External manufacturers
Products
  • New product development
  • Market analysis
  • Quality control

Competitive Advantage

Strengths

  • Strong brand power specialized for senior women
  • Deployment of diverse sales channels
  • High customer loyalty and subscription model
  • Business expansion capability through holding company structure
  • Marketing based on extensive customer data
  • Active introduction of new digital services
  • Superior editorial capabilities in publishing business
  • Network of 17 stores nationwide
  • Specialized knowledge and experience in senior market
  • Diversified product lineup
  • Proven track record in safe and secure mail order
  • Regional community-based service deployment
  • Expertise in planning and event operations
  • IT solutions specialized for seniors
  • High management stability and growth potential

Competitive Advantages

  • Top brand women's magazine with over 500,000 regular subscriptions
  • Overwhelming market share with mail order accounting for about 80% of sales
  • Product planning and sales strategies specialized for target demographic
  • Integrated online and offline sales channels
  • Simultaneous promotion of regional expansion and online subscription services
  • Individual proposals leveraging extensive senior customer data
  • In-house handling from marketing to logistics across the group
  • Active media exposure to enhance brand value
  • Long-term trust and brand recognition in senior market
  • Holding company structure generating synergies across diverse businesses
  • High-quality content creation by specialized editors
  • Community building through customer-participatory events
  • Product development and corporate activities considering sustainability
  • Strengthened business portfolio through strategic M&A
  • Improved convenience through fusion of digital content and physical stores

Threats

  • Risk of market size plateau due to aging population dynamics
  • Increasing entry of competitors into senior market
  • Obsolescence of traditional models due to digitalization progress
  • Rising response costs from diversifying consumer needs
  • Logistics costs and delivery delay risks
  • Concerns over subscriber churn and brand image decline
  • Risk of stricter quality regulations in health food market
  • Impact of economic fluctuations on consumer spending
  • Risk of store and logistics disruptions from natural disasters
  • Decline in operational efficiency due to talent acquisition difficulties
  • Customer trust loss from information security threats
  • Potential business impacts from legal and regulatory changes

Innovations

2023: Listing on Tokyo Stock Exchange Growth Market

Overview
Listed on the Tokyo Stock Exchange Growth Market as a holding company, achieving fundraising and improved recognition.
Impact
Successfully expanded business and strengthened brand through fundraising.

2024: Subsidiary Name Change and Reorganization

Overview
Implemented subsidiary name changes to promote brand unification and management efficiency.
Impact
Improved brand recognition and operational efficiency within the corporate group.

2024: Subsidiary Acquisition of Flower and Greenery Research Institute

Overview
Acquired a highly specialized horticulture company as a subsidiary to pioneer new business areas.
Impact
Contributes to new product development and customer base expansion.

2022: Launch of Subscription Service 'Halmek365'

Overview
Launched subscription online content delivery for seniors, expanding customer touchpoints.
Impact
Successfully increased monthly revenue and customer retention.

2025: Service Renewal to 'HALMEK up'

Overview
Completely renewed existing subscription service to achieve multifunctionality.
Impact
Aims for significant improvements in customer satisfaction and usage rates.

2021: Jointly Developed Eyewear 'Eye Grace' Launch

Overview
Partnered with eyewear specialty stores to commercialize functional eyewear for seniors.
Impact
Strengthened appeal to new customer segments.

2020: Independence from Noritz Tekki via MBO

Overview
Achieved independence from group structure through management-led buyout, starting independent operations.
Impact
Increased management flexibility for faster decision-making.

Sustainability

  • Promotion of senior events in collaboration with local governments
  • Promotion of environmentally considerate product development
  • Institutional improvements to advance work-style reforms for employees
  • Active participation in sustainable social contribution activities
  • Efforts in paper recycling and waste reduction
  • Workplace environment fostering women's advancement and diversity respect
  • Health promotion activities in collaboration with regional communities
  • Strengthened customer information protection and privacy measures
  • Introduction and promotion of environmental education programs internally
  • Support for regional welfare and volunteer activities
  • Promotion and maintenance of ISO certifications
  • Introduction of sustainable logistics methods