Trial Seiyu's First Store Blends Strengths for Smart Shopping Experience

Introduction

The first store of the newly established format, 'Trial Seiyu Koganei,' will officially open its doors on November 28, 2025. Developed by ST Retail, a subsidiary of Trial Holdings based in Fukuoka, this store represents a significant merger of strengths between Trial and Seiyu, promising a novel shopping experience in Koganei, Tokyo.

A New Format

The 'Trial Seiyu' format combines the technological prowess of Trial with Seiyu's urban retail strengths, along with a shared commitment to quality food. This initiative aims to reinvigorate general merchandise stores (GMS) by focusing on urban settings. The distinctive logo, adorned in red and blue, symbolizes the partnership between the two companies and their journey towards a unified shopping experience.

Key Features of the Koganei Store

Located just a three-minute walk from Hanakoganei Station on the Seibu Shinjuku Line, the store operates 24/7, providing an extensive selection of fresh produce, ready-made meals, packaged goods, beverages, daily essentials, and clothing. By integrating digital technology with proven quality management expertise, this store aims to establish a sustainable, low-cost operation model while enhancing customer satisfaction.

The food offerings will feature stylishly crafted ready-made meals overseen by expert chefs, alongside popular private brands such as 'Oishikunare!' from Trial and 'Minasama no Osumitsuki' from Seiyu. The fresh food section will introduce sushi made from fresh fish, in-house processed meats, and direct-from-farm vegetables.

A Cutting-edge Smart Store

The 'Trial Seiyu Koganei' store is set to become the first smart store in Tokyo, utilizing Internet of Things (IoT) devices and AI technology for data analysis to enhance the customer shopping experience. Key innovations include:

- Skip Cart®: A self-checkout cart that allows customers to scan items and pay at a dedicated gate, eliminating traditional checkout queues and significantly reducing waiting times.
- In-store Signage™: Custom digital displays that provide visual and audio information tailored to specific sections in the store, promoting seasonal products and enhancing the shopping atmosphere.

These technological enhancements not only streamline operations but also elevate the overall shopping experience, ensuring quicker, more efficient service.

Extensive Selection of Products

The store boasts approximately 25,000 different items, with around 20% being popular private-brand products from both Trial and Seiyu. Highlights include:

- Trial's Bestsellers: Items like the custard and whipped cream pastry for 213 yen and popular bulgogi tailored by expert chefs are among the top picks.
- Seiyu's Favorites: Includes the Cashew Milk Massaman Curry, which has gained praise for its flavorful and mild profile.
- Hometown Delicacies from Kyushu: One standout is the 'Black Mont Blanc' ice cream from Takeshita Confectionery, a regional treat that symbolizes Kyushu's culinary offerings. Additionally, a limited supply of 500 free bars will be available to children during the opening days.

Fresh Food Section

In the fresh food area, customers can look forward to sushi crafted from the freshest fish available, focusing on taste and quality. The meat section features cuts that have been locally processed to ensure freshness while offering great value. Rare items will be available thanks to the direct buying approach employed by the store.

Household Goods and Beverages

On the second floor, shoppers will find household essentials, cosmetics, appliances, and a wide selection of well-priced apparel. Among the featured items are thermal clothing that boasts significant performance in heat retention. The beverage section has also expanded significantly, nearly tripling the selection of alcoholic beverages, with a special focus on Kyushu’s renowned sake.

Future Aspirations

'Trial Seiyu' aims to continue being a pioneer in retail innovation, leveraging technology to enhance customer experiences while offering quality products at competitive prices. With an emphasis on sustainability and comfort, the Koganei store sets the groundwork for future expansions of this new format.