Tsuruha and Welcia launch new private brand Plus One

Tsuruha Holdings has announced the launch of a new unified private brand (PB), ‘Karada to Kurashi ni, +1’ (Plus One), following the business integration of the Tsuruha and Welcia groups. The strategy involves phasing out existing legacy brands, such as Tsuruha’s ‘Kurashi Rhythm’ and Welcia’s ‘Karada Welcia’ and ‘Kurashi Welcia’, to consolidate resources and enhance procurement power.

The new brand will operate across four key categories: healthcare, beauty, home, and food. The company aims to reach 100 billion yen in sales for the Plus One brand alone within three years, with a broader goal of achieving 400 billion yen in total private brand sales and a 15% sales composition ratio by the end of the February 2029 fiscal year.

To ensure quality and consumer appeal, the groups will leverage combined expertise in product development and quality control. Some products will feature ‘Registered Dietitian Recommended’ marks, and certain pharmaceutical items will also be available at Aeon Group stores starting in October. The rollout includes approximately 100 SKUs by late November, expanding to 200 SKUs by the end of the February 2027 fiscal year.