Celebrating 50 Years of BEAMS: Exciting New Ventures for a Happy Future

Founded in 1976, BEAMS Inc. has journeyed through five decades, and to commemorate its 50th anniversary, the company has announced several ambitious initiatives. Scheduled to kick off on March 3, 2026, the new anniversary slogan is "Ready, Happy, Go!" conveying the brand's mission to spread happiness globally. This milestone year introduces three key initiatives: the overseas expansion project, a new label venture, and the launch of an innovative human capital utilization project.

1. Overseas Expansion Project

One of the highlights is the establishment of BEAMS' first permanent store in Los Angeles. This new venture aims to enhance the brand's value in the highly competitive U.S. market by offering unique products and experiences that align with the diverse lifestyles of consumers. The new store will span approximately 1,250 square meters and will provide a blend of fashion, art, and local events. Experts estimate this move will significantly bolster BEAMS' presence in the international market, particularly with American customers who appreciate the sophisticated fusion of culture and style.

2. New Label Venture: Refreshing BEAMS HEART

Simultaneously, BEAMS is set to revamp its popular BEAMS HEART label, transitioning from an EC and outlet-focused model to a lifestyle shop experience. The first remodeled store will open in Osaka on March 3, 2026, followed by nine additional stores across Japan by the end of April. These stores will offer casual wear centered around comfort and functionality, as well as home appliances to complete the shopping experience. The strategic shift aims to attract a younger demographic, focusing on those aged between 25 and 35, while ensuring that the stores foster a cozy atmosphere.

3. Human Capital Utilization Project: BEAMS digroo

BEAMS has long recognized its staff as a vital part of its brand identity. As part of its 50th-anniversary celebration, the company will launch an official resale service called BEAMS digroo, featuring carefully curated items owned by BEAMS employees. Set to debut on February 18, 2026, the platform aims to connect consumers with unique pieces while promoting sustainability through the circular economy of fashion. By showcasing the personal styles of its staff, BEAMS digroo fosters a deeper connection between the brand and its community.

Exciting Anniversary Activities

In addition to these initiatives, BEAMS will also renew its flagship store in Harajuku, Tokyo, where the brand originally started. The newly redesigned store will integrate advanced digital features, including virtual reality experiences that allow visitors to relive the nostalgia of its first outlet. BEAMS will also introduce over 250 special items throughout the anniversary year, collaborating with various brands to celebrate its rich legacy.

To keep consumers engaged, BEAMS has set up a dedicated anniversary website and will release a series of special videos commemorating the brand's history and future ambitions.

Overall, BEAMS is positioning itself to not only celebrate its past but also set a bright and happy course for the future. By expanding its global footprint, refreshing its brand identity, and leveraging its unique human capital, BEAMS is committed to sharing happiness and creating memorable connections for its community worldwide.