To celebrate the Tohoku Rakuten Golden Eagles' first Japan Series title in their ninth year since founding, Sendai Mitsukoshi held a three-day "Rakuten Eagles Japan Series Congratulations Sale" from the 4th to the 6th.
On the first day, nearly 1,000 people lined up in the rain before the store opened, and the store opened 10 minutes early with the opening of a paper lantern. The goodie bags containing food and other items quickly sold out. Shirts and ties priced at 770 yen, featuring Manager Hoshino's jersey number, were popular, and a 770,000 yen necklace also sold out. Rakuten merchandise also sold out in three hours.
Last year, the store completely renovated its food floor for the first time in 10 years since 2002, and in October, the main building's food floor had its grand opening. The store's selection includes sweets from Jean-Paul Hévin, Hollendischer Kakaostube, Henri Charpentier, and Dalloyau, all opening in the Tohoku region for the first time, as well as wine, bread, cheese, and other food items.

Sendai Mitsukoshi also plans to open the "MI Plaza Mitsukoshi Yamagata Store" on the first floor of the Yamako Building (3-2-1 Kasumi-cho, Yamagata City, Yamagata Prefecture) in March 2014. The store will have a floor area of 570 square meters and will mainly sell women's clothing, women's accessories, and food. This will be the fourth permanent small store, following "Mitsukoshi Ishinomaki," "Mitsukoshi Okawara," and "MI Plaza Mitsukoshi Tapio."