Belluna
Basic Information
- Stock Code
- 9997
- Industry
- Retail
- Category Detail
- Mail Order & Online Shopping
- Prefecture
- Saitama Prefecture
- Establishment Year
- June 1977
- Listing Year
- September 1994
- Official Website
- https://www.belluna.co.jp/
- TSE Information
- TSE Information
- Yahoo! Finance
- Yahoo! Finance
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Overview
Belluna is a major mail-order company established in 1977, featuring a wide range of products and aggressive expansion in the hotel business.
Current Situation
Belluna achieved consolidated sales of approximately 208.3 billion yen and operating profit of approximately 9.8 billion yen in the fiscal year ended March 2024. In addition to its mainstay catalog mail-order business, it operates diverse segments including cosmetics and health foods, gourmet foods, nurse-related products, Japanese clothing, apparel accessories, database utilization, hotels, and more. The hotel business operates 15 facilities domestically and 4 overseas, serving as a key pillar of its growth strategy with plans to open 2 new facilities annually. It has secured market share in specialized mail-order for nurses and wine. Its financial foundation is stable, with shareholder composition remaining under stable control by major shareholders. Although past scandals occurred, it has strengthened its compliance framework and is working to restore trust. Moving forward, it will promote diversification strategies, aiming for sustainable growth while emphasizing regional contributions and environmental considerations.
Trivia
Interesting Facts
- Company name inspired by founder's beloved dog Bellna
- Holds customer data exceeding 10 million from catalog mail-order
- Wine Club boasts top-class domestic wine mail-order share
- Maintains top industry share in nurse mail-order
- Hotel business spans diversely from Hokkaido to Okinawa
- Rich track record in osechi mail-order continuing for over 29 years
- Early pioneer in fusing mail-order with store sales
- Implemented governance strengthening after insider trading issue
- Entered tourism industry through aggressive hotel acquisitions
- Official mascot 'Berunya' debuted in 2023
- Past issue with misuse of low-rate third-class mail system in mail-order
- Acquired naming rights for Saitama Seibu Lions home stadium
- Supported by wide range of women through diverse brands
- Rare mail-order company owning traditional sake brewery subsidiary
- Founder from Honda Motor, started with seal sales
Hidden Connections
- Expands regional brand recognition as official sponsor of Saitama Seibu Lions
- Made Granbell Hotel operator a subsidiary to build specialized hotel business structure
- Integrated nurse specialist mail-order subsidiaries to concentrate within industry
- Expands BtoB through handling other companies' large-scale insertion/sealing for mail-order
- Aims for synergy between traditional industry and mail-order via Tani Zakura Sake acquisition
- Fully acquired venerable kimono store Sagami, gaining strength in Japanese clothing market
- Deploys unique hybrid sales strategy fusing mail-order and physical stores
- Launched finance business to provide dedicated installment services to mail-order customers
Future Outlook
Growth Drivers
- Revenue diversification through aggressive hotel business expansion
- Market expansion in nurse and medical-related mail-order
- Brand strengthening and new product launches in gourmet business
- Further advancement of digital mail-order and customer convenience improvements
- Cross-selling strategies leveraging existing customer base
- Cost reductions through logistics infrastructure efficiency
- Development and expansion of sustainable products
- Regional revitalization and brand strengthening via local collaborations
- Expansion and diversification of finance services
- Enhanced appeal to diverse female demographics and generations
- Hotel demand growth accompanying recovery in inbound tourists
- Risk dispersion through diversification of sales channels beyond EC
Strategic Goals
- Double domestic and international hotel facilities
- Double sales through advanced utilization of mail-order customer database
- Maintain over 50% market share in nurse mail-order
- Introduce low-environmental-impact logistics systems
- Strengthen revenue structure balance and improve profitability
- Complete digital transformation
- Establish sustainable, regionally embedded corporate operations
- Create and expand new brands and product lines
- Strengthen internal compliance and governance framework
- Promote diverse talent development and work-style reforms
Business Segments
Mail-Order Logistics and Solutions Business
- Overview
- Provides logistics, customer management, and contract services for mail-order companies.
- Competitiveness
- Extensive mail-order expertise and integrated large logistics hub network
- Customers
-
- Mail-order companies
- EC operators
- Logistics companies
- Catalog publishers
- Retailers
- Products
-
- Insertion and sealing services
- Mail-order fulfillment
- Logistics management systems
- Customer database services
- Mail-order support software
Finance and Lending Business
- Overview
- Offers finance products to mail-order customers and partner companies.
- Competitiveness
- Reliable lending support integrated with mail-order operations
- Customers
-
- Individual consumers
- Mail-order users
- Corporate partners
- Products
-
- Installment sales services
- Consumer finance
- Credit management
- Financial consulting services
Store Operations and Sales Business
- Overview
- Conducts apparel and kimono sales and rentals through physical stores nationwide.
- Competitiveness
- Diverse brands and regionally embedded sales network
- Customers
-
- Shopping mall operators
- Retail stores
- General consumers
- Products
-
- Apparel sales
- Kimono rentals
- Fashion accessories
Real Estate and Hotel Operations Business
- Overview
- Operates hotels and resorts domestically and internationally to meet tourism demand.
- Competitiveness
- Scale advantages from multiple facilities across diverse regions
- Customers
-
- Lodging guests
- Tourists
- Corporate event organizers
- Products
-
- Hotel operations
- Resort facility management
- Accommodation development
Cosmetics and Health Food Business
- Overview
- Plans and sells cosmetics and health foods under its own brands.
- Competitiveness
- Marketing strength integrated with mail-order
- Customers
-
- Retail stores
- Mail-order customers
- Beauty salons
- Products
-
- Skincare cosmetics
- Health supplements
- Beauty-related products
Competitive Advantage
Strengths
- Ownership of large-scale customer database
- Diversified sales channels
- Nationwide physical store network
- Abundant product categories and number of brands
- Revenue diversification through hotel business
- High market share in nurse mail-order
- Strong capital base and stable shareholder composition
- Hybrid strategy fusing mail-order and direct sales
- Reliability from long industry experience
- Broad reach to customer segments
- Implementation of enhanced compliance
- Advanced mail-order logistics solutions
- Regionally focused marketing
- Business diversification through numerous subsidiaries
- Extensive catalog mail-order product lineup
Competitive Advantages
- Overwhelming marketing power from customer base exceeding 10 million nationwide
- Stabilized revenue structure through multi-industry entry
- Dominant position in specialized nurse mail-order market
- Secures new growth by addressing tourism demand with high-quality hotel operations
- Meets diverse consumer needs with multi-brand strategy
- Strengthens customer touchpoints by paralleling mail-order with store sales
- Provides convenience through integration of logistics and finance
- Maintains medium- to long-term management stability with stable shareholders
- Accumulated know-how from extensive experience enables swift market response
- Asset growth and regional contributions via aggressive new hotel developments
- Precise customer engagement through advanced mail-order data analysis
- Achieves sales channel risk dispersion with diverse distribution
- Maintains quality through employee expertise and organizational strengthening
- Diversifies and expands product planning via subsidiary collaboration
- Sustains cost competitiveness with efficient mail-order-focused operations
Threats
- Risk of customer base shrinkage due to aging population decline
- Intensifying competition from powerful EC companies
- Compliance maintenance burden for regaining social trust
- Profit pressure from rising logistics costs
- Impact of natural disasters on hotel business
- Decline in consumer sentiment from economic fluctuations
- Increased operating costs from mail-order industry regulatory tightening
- Tourism demand fluctuations from novel infectious disease outbreaks
- Market share loss from delayed digitalization response
- Trust damage from customer data breach risks
- Intensified price competition from rivals
- Impact of exchange rate fluctuations and international situation changes
Innovations
2023: Acquisition of Toya Sun Palace Resort & Spa
- Overview
- Acquired major Hokkaido resort hotel to strengthen hotel business.
- Impact
- Expands hotel operations scale and contributes to profit improvement
2023: Acquisition of Tani Zakura Sake Brewery
- Overview
- Made historic sake brewer with over 170 years of history a subsidiary.
- Impact
- Diversifies alcohol business and strengthens brand power
2024: Sapporo Hotel by Granbell opening confirmed
- Overview
- Plans to open new large hotel in Sapporo to capture tourism demand.
- Impact
- Expected revenue increase from expanded regional hotel share
2024: Set target of 2 new hotels per year
- Overview
- Strategically advances new openings as growth strategy for hotel business.
- Impact
- Strengthens long-term revenue diversification and business growth foundation
2022: Acquired naming rights for Seibu Dome
- Overview
- Acquired naming rights for professional baseball stadium to boost brand recognition.
- Impact
- Enhances brand image and amplifies advertising effects
Sustainability
- Supports regional revitalization through tourism promotion in collaboration with local communities
- Promotes environmentally considerate hotel operations and facility renovations
- Logistics efficiency improvements to reduce waste
- Strengthened customer data protection and privacy management
- Regular in-house compliance training
- Employment of diverse talent and creation of comfortable work environments
- Product proposals promoting local production for local consumption
- Investment in energy-efficient equipment
- Expansion of fair trade product offerings
- Active participation in social contribution activities
- Promotion of employment for people with disabilities
- Initiatives to increase female manager ratio