Daimaru Matsuzakaya Department Stores Co., Ltd. will launch its fashion subscription business, "AnotherADdress," on March 12, 2021.

Based on the belief that clothing is not disposable, "AnotherADdress" was launched as a service that emphasizes the intrinsic value of fashion and sustainable initiatives, with the aim of shifting to a business model that is more sustainable for society and the environment. For Daimaru Matsuzakaya Department Stores, this business marks the first step in a transformation from the traditional department store structure and a new challenge to achieve a sustainable future.

Website: https://anotheraddress.jp

Service Name

AnotherADdress. "Another" + "Address." This new "different place" will make your fashion experience even more enjoyable. The name of our service reflects our hope that customers and fashion can freely interact through a different location (AnotherADdress) rather than a fixed address.

While fulfilling our role as heirs to fashion's precious resources, we aim to provide a future-oriented service that delivers each and every "dress" from within an "address" with love.

Service Background

■ Commitment to a Sustainable Business Model
Department stores and retail businesses have grown alongside the trends of mass production and mass consumption surrounding the fashion industry. However, the environmental issues behind this trend, particularly the massive waste generated, have a significant impact on society and the planet. We believe it is J. Front Retailing Group's responsibility to seriously address these issues and steer our entire business model in a more sustainable direction.

■ Sharing fashion's "power to invigorate and delight people" with more people
We believe fashion has the power to invigorate and delight people. However, since the collapse of the bubble economy in Japan, we feel that opportunities to experience this power have decreased. Daimaru Matsuzakaya Department Stores and Parco have grown alongside the fashion industry by introducing customers to the fashions of the era. In an era of changing attitudes toward ownership and consumption, we believe it is time for us to reaffirm the empowerment that creative clothing can bring.

Business Concept

We create a new fashion experience by combining the power of creative clothing to invigorate and delight people (the essential value of fashion) with a lifestyle that is sustainable for the environment and society, free from material excess (living simply).

Target

Based on the premise of AGELESS (appealing to people of all ages), we set our target behavioral axis as "all people who continue to shine and seek out new things and challenges." We aim to provide a service that is supported by those who are active and have a positive outlook on the current era. Specifically, we will implement measures based on four personas, imagining urban businesswomen, corporate management, and next-generation leaders and entrepreneurs.

In addition, we hope that potential customers who did not or could not purchase due to differences in ownership motivation or economic rationality will be able to experience the power of sophisticated brands and fashion through our service.

Market Position

Instead of focusing on price and convenience through stylists, which are common in the Japanese fashion rental market, we offer a sophisticated lineup of brands and the freedom to choose what you want to wear at the moment, which is becoming a major market overseas. We will create a fashion subscription experience and build a new market in Japan.

Service Overview

A subscription-based fashion service that lets you freely rent three items from sophisticated brands


AnotherADdress is a subscription-based (flat-rate) fashion service that lets you freely choose from sophisticated domestic and international brands. For a monthly fee of ¥11,880 (tax included), you can rent three items of your choice for one month.

One of the biggest concerns with online fashion services is that the size or image of the item you receive may differ from what you expected. With anotherADdress, you can exchange up to one item per order. Also, if you find an item you love while wearing it, you can purchase it at the member's price.

The monthly fee includes round-trip shipping, cleaning, and basic repairs. Normal wear, scratches, and stains are covered within the monthly fee. You can also suspend or cancel your membership at any time.

Brands Available

A lineup of 50 sophisticated brands from Japan and abroad. Over 90% of the brands are the first official subscription service in Japan.

A lineup of 50 brands, ranging from "luxury/import" brands that captivate people around the world, high-quality and refined "department store brands," and "Japanese designers" that are shining a light on the Japanese fashion scene. We are creating new businesses together with these wonderful brand partners. We will also gradually expand our brand offerings as our business expands. (A full list of brands is available at the bottom of this document.)


Business Model


At AnotherADdress, we act as the business owner, receiving orders from customers. We partner with 3PL companies, delivery companies, dry cleaners, and recycling companies that are pursuing their own sustainable initiatives, delivering clothes while exploring environmentally friendly methods every day.

Furthermore, by adopting a 100% online ordering and subscription-based stock business model, we are challenging the diversification of the business model from the traditional department store business's reliance on physical stores and flow business model.

■ Partners
・Hitachi Logistics, Ltd. (3PL)
We are strengthening our environmentally friendly green logistics initiatives, such as promoting joint logistics, and partnering with Hitachi Logistics, which is promoting environmental measures, to reduce our environmental impact.

・Barrel, Inc. (Cleaning)
We aim to provide the best environmentally friendly cleaning at LIVRER YOKOHAMA, operated by the "Laundry Brothers," which promotes the use of detergents that do not pollute the ocean.

・Japan Environmental Design, Inc. (Recycling)
We will participate in Japan Environmental Design's recycling project "BRING." We will recycle clothes that can no longer be rented and promote activities toward creating a circular society.

・GWG, Inc. (System Development)
We have partnered with GWG, a Silicon Valley-based company that invests in startups and supports new business development, to co-create innovations that will lead to the future.
・80&Company Inc. (System Development)
We commissioned website development to 80&Company, which is working to solve social issues using AI and data science to create a sustainable world.

Overview