TREAT Celebrates 20 Years of Excellence with Rebranding and New Flagship Store

Celebrating a Milestone: TREAT's 20th Anniversary

The iconic wedding dress shop, formerly known as THE TREAT DRESSING, is making a bold statement as it transitions into its new identity, TREAT, to commemorate two decades of excellence in the bridal industry. Under the leadership of CEO Yoko Yamashiro, TREAT aims to elevate the experience of brides-to-be throughout Japan, ensuring they radiate beauty and elegance on their special day.

The Transformation Begins

In 2026, TREAT will officially unveil its new branding alongside the launch of the TREAT Aoyama Main Store in Tokyo’s celebrated Omotesando district. This flagship location will not only offer an expanded selection of designer wedding dresses but will also serve as the ultimate epitome of the TREAT experience, complete with a refreshing interior design that represents the evolving landscape of modern bridal fashion.

Embracing Change and Gratitude

Reflecting on its journey since its inception in 2005, TREAT has always held a firm belief: “Japanese brides deserve to look even more beautiful.” This principle has driven the company to enhance the bridal experience significantly over the years. The brand’s commitment to quality and service is rooted in a deep appreciation for every bride and partner who has contributed to its success.

The name change signifies not only a fresh start but also the brand’s dedication to evolving with the times while maintaining its core values of genuine hospitality and inherent beauty.

A New Vision for the Future

As TREAT steps into a new era, it will continue offering exceptional services beyond bridal wear. The brand plans to expand its offerings, including groom’s tuxedos, family attire, and children’s outfits, solidifying its position as a comprehensive solution for wedding fashion. Specialty services like TREAT BEAUTY, which encompasses total hair and makeup production, are also part of the vision for the future.

The essence of TREAT is captured in its name, representing hospitality, celebration, and the careful handling of special moments. This philosophy resonates on every level of their operations, from the meticulously curated selection of dresses to the attentive service provided to clients. TREAT seeks to craft memories that last a lifetime, one exquisite dress at a time.

Launch of a Brand Book: A Testament to TREAT's Philosophy

To further celebrate its 20th anniversary, TREAT is launching the 'Little Book of TREAT,' a beautiful compendium that embodies the brand’s philosophy, aesthetics, and stylistic approach. This publication presents a refreshing perspective on bridal style, balancing timeless elements with contemporary trends. It aims to serve as a guide for brides-to-be, providing inspiration and insights into choosing the perfect wedding attire.

Looking Ahead: Expanding the TREAT Experience

As TREAT positions itself for the future, plans for additional expansions include new store openings and enhancing its digital content. Collaborations with renowned international brands are on the horizon, ensuring that TREAT remains at the forefront of bridal fashion. The company also aims to increase its presence through various media outreach and event sponsorships.

TREAT remains committed to sharing its unique vision with brides throughout Japan, promising that every bride can find her dream dress within their carefully curated selections. In this pivotal anniversary year, TREAT is ready to inspire and redefine bridal fashion with a renewed spirit and commitment, continuing to make every bride’s wedding day unforgettable.

For more information, visit TREAT's official website.