Because Joins Styling Life Holdings: A New Era for Weather Goods in Japan

Because Joins Styling Life Holdings Group

On July 31, 2025, Because Co., Ltd., headquartered in Setagaya, Tokyo, announced its entry into the Styling Life Holdings (SLH) group through the acquisition of all shares by SLH, located in Shinjuku, Tokyo. This strategic move signifies a pivotal moment for Because, a company that specializes in fashion-oriented weather goods brands like "because" and "U-DAY", which has been providing a balanced blend of fashion, functionality, sustainability, quality, and pricing for over three decades.

The Unique Position of Because

In the domestic umbrella market, Because has firmly established a unique position, especially in the fashion-centric umbrella segment. Their dedication to merging style and utility has allowed them to maintain steady growth over the years. As a new member of the SLH group, Because is set to enhance its product development capabilities, expand its sales channels, pursue global market opportunities, and strengthen its supply chain system. These strategies will be crucial as Because aims for a more significant presence both locally and internationally.

SLH's Vision and Support

SLH has laid out its mid-to-long term growth strategy in its "SLH VISION 2030" document, which highlights the importance of expanding its business portfolio and pursuing international markets. Because’s integration into SLH aligns with these goals, as the brand's rain goods are anticipated to gain international competitiveness, particularly in markets across East Asia and Southeast Asia.

Furthermore, support from SLH’s shareholders, including TBS Holdings and the Japan Investment Corporation Group, will bolster Because as it strives for new growth stages. The collaborative synergy between the companies is expected to yield innovative products and enhanced market reach.

About Because

Founded in 1994, Because has delivered a vast array of weather goods, predominantly focusing on umbrellas, for over three decades. The "because" brand is founded on the concept of enjoying regular life regardless of the weather, offering designs that range from basic to trendy, suitable for both elegant and casual wardrobes.

On the other hand, the “U-DAY” brand was created with the theme of respect for nature and humanity. It focuses on weather goods that are designed to be simple yet functional, made of environmentally friendly materials such as recycled plastic bottles and sugarcane-derived sources.

In March 2025, Because is set to release the completely blackout umbrella "bambrella", which is crafted from bamboo and recycled plastic bottles. This umbrella not only delivers UV protection functionality but also boasts an excellent design aesthetic, making it a stylish yet eco-friendly choice.

Contact Information

For inquiries, please contact:
Because Co., Ltd. Public Relations: Mr. Ota
Address: 3-12-12 Soshigaya, Setagaya, Tokyo 157-0072
Phone: 03-5490-7186
Fax: 03-5490-0571
Email: [email protected]

As the journey unfolds, we at Because sincerely hope for your continued support and patronage.