TSUTAYA launches second collaboration with brand partners in general merchandise sales, expanding into the "Health," "Hobby," and "Living" categories

2025.01.22 Press Releases
Culture Experience Co., Ltd.

-Skechers, Orange, and Afternoon Tea LIVING products seamlessly presented on the floor-

Culture Experience Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Shinichiro Kamaura; hereinafter referred to as "CX") is working towards realizing its slogan of "A new-age experiential bookstore that creates interaction in the community," and has begun expanding into three genres, "Heatlh," "Hobby," and "Living," at TSUTAYA, TSUTAYA BOOKSTORE, and TSUTAYA BOOKS locations nationwide in December 2024 as the second phase of its brand partner collaborations with manufacturers and retailers across various industries for the sale of miscellaneous goods.

Starting in September 2024, CX will collaborate with manufacturers and retailers as brand partners for each of the various general merchandise categories it will strengthen, working on a new sales format that seamlessly distributes general merchandise and books tailored to the characteristics of each store across brand boundaries. In the first phase, we will work with collaborating companies in the "Baby & Kids" and "Food" categories to develop sales areas based on a common concept, and offer proposals that combine the strengths of each brand, which offers innovative and high-quality products.

This time, as the second installment, we will begin development in three genres: "Heatlh," "Hobby," and "Living."

About the genre of "Heatlh"

In the "Heatlh" category, we have begun selling "Skechers," a brand developed by SKECHERS JAPAN LLC (headquarters: Minato-ku, Tokyo; President: David K. Toda), at "TSUTAYA BOOKSTORE Apla Takaishi."Skechers shoes and apparel, which support the comfort of people all over the world and are popular for their innovative functionality and design, will be combined with books and magazines on the theme of health, allowing visitors to enjoy proposals that give a sense of connection and breadth to each other.

About the "Hobby" genre

In the "Hobby" category, we have begun selling products sold at "Outdoor Shop Orange" (stores and online site) operated by Mimona Co., Ltd. (headquarters: Ito-gun, Wakayama Prefecture; President and CEO: Michio Ikeda) at "Shonan T-SITE" (Kanagawa Prefecture). We offer a selection of over 20,000 outdoor products from "Outdoor Shop Orange," including the hugely popular "Outdoor Spice Horinishi," along with related books available at "Shonan T-SITE."This will enable us to offer even more fulfilling outdoor lifestyles.

About the "Living" genre

In the "Living" category, Hakodate TSUTAYA BOOKS has begun selling the lifestyle brand "Afternoon Tea LIVING," developed by SAZABY LEAGUE ICL Company Ltd. (Head office: Shibuya-ku, Tokyo; Company President: Yasuyuki Takashita). The store will feature trendy products from Afternoon Tea LIVING, which offers a wide range of items for the dining room, kitchen, living room, bathroom, stationery, and clothing. By seamlessly combining popular brand products with books and magazines, we offer suggestions to enrich your daily life.

Through this initiative, CX will continue to combine its strengths in operating stores across the country that are visited by a wide range of customers with the strengths of each brand, which offers proposals and high-quality products, to create an experiential bookstore with high customer value where customers can encounter new discoveries and suggestions.

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TSUTAYA launches second collaboration with brand partners in general merchandise sales, expanding into the "Health," "Hobby," and "Living" categories

Inquiries regarding this matter
Culture Experience Co., Ltd.
Public Relations Office
TEL: 03-6774-7814／MAIL: tsutaya_pr@ccc.co.jp