Nishimatsuya Chain
Basic Information
- Stock Code
- 7545
- Industry
- Retail Industry
- Category Detail
- Apparel & Fashion Retailers
- Prefecture
- Hyogo Prefecture
- Establishment Year
- October 1956
- Listing Year
- July 1997
- Official Website
- https://www.24028.jp/
- TSE Information
- TSE Information
- Yahoo! Finance
- Yahoo! Finance
- Other Companies
- ABC-Mart, Nagairebe, Kimura Tan, Shimamura, Narumiya International
Overview
Nishimatsuya Chain is a major chain store in the retail industry specializing in children's clothing and baby products, founded in 1956, and has established a market share through reasonable pricing and nationwide expansion.
Current Situation
Nishimatsuya Chain achieved net sales of approximately 185.9 billion yen and net profit of approximately 8.1 billion yen in the fiscal year ending February 2025, continuing stable growth. It operates 986 stores across all 47 prefectures nationwide, maintaining a strong presence in the children's clothing, childcare products, and baby goods markets. It stocks a wide range of low-priced private brand products, focusing on delivering value to consumers. Its characteristic 'garagara management' avoids store congestion and achieves efficient operations. It also leverages online shops and the mobile site 'Mimi-chan Park' to promote diversification of sales channels. In recent years, it has expanded advertising to national networks to improve brand recognition. It has faced criticism for violations of the Consumption Tax Transfer Act and is strengthening legal compliance and corporate ethics. As social contribution activities, it participates as a supporter in the Ministry of the Environment's Eco-Child Survey, advancing contributions to a sustainable society. Going forward, it aims to maintain rational management while expanding stores nationwide and innovating products to become the market leader.
Trivia
Interesting Facts
- Nishimatsuya Chain's mascot 'Mimi-chan' is a rabbit character.
- Its unique 'garagara management' style is famous for avoiding store congestion.
- Founded in 1956, it spun off from a kimono store to specialize in baby products.
- Children's clothing specialty store that has built overwhelming share through low-price strategy.
- Stores in all 47 prefectures nationwide, actively expanding in rural areas.
- Regularly issues bargain booklets in collaboration with parenting magazines.
- Basic store operations with around 2 employees.
- Known as sponsor of 'Sazae-san' for national network CM provision.
- Many suburban locations considering majority car-using customers over public transport.
- Past recipient of Fair Trade Commission recommendation for Consumption Tax Transfer Act violation.
- Children's clothing prices much lower than major luxury brands.
- Actively expanding online sales, allowing shopping without visiting stores.
- Rare management approach that avoids creating overly prosperous stores and disperses customer traffic.
- Successfully acquires local fans through region-rooted advertising.
- Private brands account for a large proportion of total sales.
Hidden Connections
- Originating from kimono store management, it has long-term trust in the local Himeji area.
- Gains trust by distributing promotional booklets in collaboration with mama magazine 'Hiyoko Club'.
- Forms strong ties with local parenting generation through expansion of childcare support brands.
- Differentiates from competitors with unique strategy of avoiding main roads for store site selection.
- Realizes broad product lineup through cooperation with manufacturers and major baby product brands.
- Long-term CM sponsorship as children's products specialty retailer, enhancing consumer awareness.
- Improves social credibility through participation in Ministry of the Environment Eco-Child Survey as corporate social contribution.
- Maintains strict quality control despite minimal staff and thorough efficient management.
Future Outlook
Growth Drivers
- Further strengthening store openings across all prefectures
- Expansion and reinforcement of digital sales channels
- Improving private brand product development capabilities
- Advancing environmentally conscious and sustainable management
- Product rollout responsive to parenting generation needs
- Maintaining cost competitiveness through efficient store operations
- Deepening region-rooted marketing strategies
- Maximizing customer management and promotion effects via ICT utilization
- Launching new childcare support services and content
- Automation and optimization of logistics networks
Strategic Goals
- Achieve over 1,200 stores across all 47 prefectures
- Increase online sales to over 25% of total
- Achieve over 50% sales ratio for private brands
- Sequentially introduce environmental load reduction measures in all stores
- Expand social contribution activities to local communities and enhance brand value
- Improve employee satisfaction and promote diverse talent utilization
- Optimize logistics and sales management using AI and ICT technologies
- Strengthen legal compliance systems and corporate ethics
- Regularly conduct customer satisfaction surveys to improve products and services
- Create new purchasing experiences through multi-channel integration
Business Segments
Wholesale to Retail Stores
- Overview
- Wholesales a wide range of children's clothing and childcare products to domestic retail stores, achieving stable supply.
- Competitiveness
- Comprehensive product lineup and nationwide logistics network
- Customers
-
- Baby Product Specialty Stores
- Children's Clothing Stores
- Department Stores
- Supermarkets
- Drugstores
- EC Site Operators
- Products
-
- Children's Clothing
- Childcare Sundries
- Baby Products
In-House Brand Manufacturing
- Overview
- Handles manufacturing and supply of private brand products developed in-house.
- Competitiveness
- Strong product development capabilities with high cost-performance
- Customers
-
- Nishimatsuya Chain Directly Operated Stores
- Products
-
- ELFIN DOLL Clothing
- Smart Angel Childcare Products
Logistics Service Provision
- Overview
- Supports product supply chains through efficient logistics services.
- Competitiveness
- Logistics optimization suited to garagara management
- Customers
-
- Related Companies
- Retail Partners
- Products
-
- Store Delivery
- Inventory Management
- Logistics Optimization Services
Competitive Advantage
Strengths
- Store network spanning all 47 prefectures nationwide
- Efficient store operations through garagara management
- Abundant low-priced private brand products
- Diversification of online and mobile sales channels
- Utilization of well-known mascot character
- Extensive lineup of childcare products
- Regionally focused advertising activities
- Long-standing trust and stability as a retailer
- Small store operations with minimal staff
- Product development responsive to consumer needs
- Comprehensive logistics network
- Improved customer convenience through abundant stores
- Response to diverse customer segments
- Active contributions to local communities
- Enhanced brand recognition through store expansion
Competitive Advantages
- Specializes in suburban stores to balance congestion avoidance and efficiency
- High market coverage with stores in all 47 prefectures
- Offers unique private brands at low prices
- Expands customer touchpoints via internet sales and mobile sites
- Suppresses labor costs through flexible store operations
- High customer satisfaction from specialization in children's clothing and childcare products
- Strengthens brand with regional advertising and mascot strategies
- Maximizes sales opportunities through diverse channels
- Builds stable supply system via warehouse and logistics optimization
- Some 24-hour stores for high convenience
Threats
- Market shrinkage risk due to declining birthrate
- Intensifying price competition from rivals
- Legal compliance risks related to consumption tax
- Market fragmentation from new entrants
- Fierce competition in online shops
- Rising raw material prices and logistics costs
- Consumption restraint due to economic fluctuations
- Increasing store maintenance costs
- Increased operational burden from stricter regulations
- Impact of natural disasters on logistics and stores
- Impact of exchange rate fluctuations (imported product costs)
- Risk of brand image damage
Innovations
2023: Strengthening Online Sales and Mobile Site Renewal
- Overview
- Completely renewed online shop and mobile site 'Mimi-chan Park' to improve customer convenience.
- Impact
- 15% increase in online sales
2022: Introduction of IT Systems to Enhance Store Operation Efficiency
- Overview
- Introduced advanced IT systems for product and inventory management to improve operational efficiency.
- Impact
- 10% reduction in store operation costs
2021: Expansion of Low-Priced Brand Smart Angel Products
- Overview
- Added 20 new products to the original childcare brand Smart Angel.
- Impact
- Improved average spend per customer through strengthened product lineup
2024: Energy-Saving Store Design and Lighting Introduction
- Overview
- Introduced energy-saving lighting and air conditioning equipment across stores to reduce environmental impact.
- Impact
- 10% reduction in store electricity consumption
2020: Marketing Enhancement through Customer Data Analysis
- Overview
- Strengthened product development and promotion strategies tailored to customer needs using POS data analysis.
- Impact
- Improved sales efficiency and reduced inventory losses
Sustainability
- Participating as a supporter in the Ministry of the Environment's Eco-Child Survey
- Promoting introduction of energy-saving equipment in stores
- Efforts to improve waste recycling rate
- Active adoption of eco-packaging and reduction of plastic use
- Implementation of environmental education programs for employees