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Ito-Yokado owner pursuing lower prices to attract inflation-hit shoppers, CEO says

The chief executive of York Holdings said that the company is expanding its range of low-cost products in order to appeal to consumers who have seen their finances impacted by inflation.

Seiichiro Itabashi, chief executive of Ito-Yokado & York-Benimaru, said in an interview on Thursday that the company, which was sold to Bain Capital by Seven & i last year, is now looking to adjust its prices and expand the product range to keep up with the competition.

Itabashi stated that the pressure of fast-growing discount supermarkets and household finances is forcing a change in strategy. The firm plans to make an initial public offering by 2028.

He said that many customer groups were extremely sensitive to prices. If you don't manage price increases under inflation correctly, you will lose customers.

The Bank of Japan increased interest rates on Friday to 1.25% in order to combat?persistent pressures of inflation caused by rising oil prices.

Itabashi stated that York Holdings aims to have 400 low-cost branded products in its supermarkets by the end of 2026. It is also considering different pricing for these items compared to Seven & i 7-Eleven convenience store prices.

Itabashi stated that "when we were under Seven & i private-label products were heavily oriented towards convenience stores. This left a very small selection of budget-tier items compared to competing supermarkets."

Bain's experience with Japanese retail acquisitions has helped it to advise on pricing. This includes the restaurant chain Skylark, acquired in 2011, and the pharmacy?chain Kirindo Holdings, acquired in 2020.

York, which includes the general goods store Loft, and baby products chain Akachan Honpo was carved from Seven & i’s sprawling holdings as it fought to takeover rival convenience store operator Alimentation Couche-Tard by 2025.

Seven & i retains a 35%'shareholding' in York - and currently, the company-branded goods are priced at the same level in York's convenience stores as well as 7-Eleven supermarkets.

Itabashi stated that a public listing is expected to occur in 2028. York has invested in its stores in order to increase its older customer base and shake off its expensive image.

York does not plan to sell its shares in non-supermarket companies like Loft and Akachan Honpo. It would, however, "consider acquisitions" to grow its core business, but currently has no M&A plans.

Itabashi stated that the top 10 players hold only a 20 percent share of supermarkets. "To survive, top players must control around half of the market." We must ensure that we do not fall behind.

(source: Reuters)