Baroque Japan Limited addresses brand slump and launches reuse initiative

Baroque Japan Limited President Hiroyuki Murai addressed the prolonged slump of the flagship brand ‘AZUL BY MOUSSY’ during a mid-term financial results briefing. Murai attributed the brand's recent struggles to an over-reliance on market analysis, which led to a strategic shift toward basic products that failed to meet customer expectations. He noted that customers expressed a desire for the unique design elements characteristic of the brand rather than the generic styles attempted this spring. Murai expressed a commitment to returning to the company's roots of intuitive product development to drive recovery.

In a separate sustainability initiative, Baroque Japan Limited has partnered with Free Standard Co., Ltd. to launch the ‘MOUSSY REUSE STORE’ within the ‘ReLIKE’ circular store platform. This move aims to support the company’s goal of achieving zero final inventory waste and zero incineration by fiscal year 2030. Through this partnership, the company will sell authenticated, maintained second-hand MOUSSY products to extend the lifecycle of its garments and reduce textile waste.