#Japan #ROSÉ #Ikeda #Yume Tenbo #Lilymel

Introduction

Yume Tenbo, a fashion company based in Ikeda City, Osaka, has recently announced a significant rebranding of its leading ladies' fashion line, "Rose," which will now be known as "Lilymel." This transformation is set to take place starting August 27, 2026, and aims to align the brand's identity with contemporary fashion trends while appealing effectively to its customer base.

Background of the Rebranding

Historically, Yume Tenbo has successfully developed the brand "DearMyLove" as a crucial revenue generator, focusing on mass production and sweet styles. While "DearMyLove" became popular, the company recognized the need to diversify under the brand portfolio. Thus, "Rose" grew to represent a sophisticated feminine touch—one that balances sweetness with a refined aesthetic. However, to discover even broader recognition, the brand's identity needed to be refreshingly unique.

Launching Lilymel

The new name, "Lilymel," unites the elegance associated with "Lily" and the sweet connotation of "mel." This duality captures the essence of the brand: elegance mixed with a distinct femininity. With the new branding, Yume Tenbo aims to position "Lilymel" as an upscale and modern choice for girls who wish to express their unique sense of style. The brand's tagline, "Elegant and Pure, but Never Forgetting Sweetness," encapsulates this philosophy, underpinning its aesthetic approach through detail-oriented designs and easily wearable silhouettes.

The First Collection

On the launch date of Lilymel, a debut collection will showcase three key items:
1. 2-way Sheer Dot Tiered Long Dress
Price: ¥10,990 (tax included)
2. Décolleté Open Docking Dress
Price: ¥10,990 (tax included)
3. Tweed Short Jacket x Mini Jumpsuit Set
Price: ¥11,990 (tax included)
These items highlight the curated blend of styles that Lilymel will offer to fashion-savvy customers. Designed with an eye towards versatility and modernity, pieces from this collection are well-crafted to adapt from casual to formal settings.

Exciting Launch Campaigns

To mark the initiation of "Lilymel," Yume Tenbo is launching two promotional campaigns centered around unique giveaways.

1. First Campaign: Lilymel Limited Necklace Giveaway
- Duration: August 27, 2026, 11:00 AM - September 3, 2026, 10:59 AM
- Eligibility: Orders amounting to ¥12,000 or more at Yume Tenbo's online store that include Lilymel products. First 100 customers qualify.
- Prize: Exclusive Lilymel necklace.

2. Second Campaign: Lilymel Sticker Giveaway
- Duration: September 3, 2026, 11:00 AM - September 17, 2026, 10:59 AM
- Eligibility: Customers purchasing any Lilymel product. First 300 qualify.
- Prize: Exclusive Lilymel sticker.

This dual approach aims to create excitement within the customer community and further bolster brand identity.

Rebranding Sale

A special sale event will occur from August 27, 2026, to September 17, 2026, at the official Yume Tenbo online store. Customers can enjoy significant discounts on select items that will not transition into the Lilymel brand. This sale provides an excellent opportunity to explore existing products at reduced prices before fully embracing the new offerings.

Future Outlook

Yume Tenbo views this rebranding as a strategic pivot towards enhancing the platform of its leading brand, "Rose." By transitioning to "Lilymel," it aims to solidify brand recognition and foster stronger connections with its customers. With a continuous focus on expanding the customer experience, Yume Tenbo is committed to nurturing its key revenue brand, "DearMyLove," alongside Lilymel. As the market evolves, these brands will collectively respond to the varied preferences of consumers, affirming Yume Tenbo's dedication to thoughtful and stylish fashion innovation.

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For additional details, visit Yume Tenbo's official website.
Yume Tenbo Inc.
Founded: May 1998
Headquarters: 3-2-1 Ishibashi, Ikeda, Osaka
Capital: ¥1,028 million (as of March 31, 2026)
CEO: Shigehide Tsuda
Services: Online retail of apparel, footwear, and miscellaneous goods.