Taiyo-ya Acquires STUNNING LURE and MELLOWNEON Brands to Expand Portfolio

Taiyo-ya's Strategic Acquisition of STUNNING LURE and MELLOWNEON

In a significant move to enhance its brand portfolio, Taiyo-ya Co., Ltd., based in Chuo-ku, Tokyo, has announced the acquisition of two popular brands: STUNNING LURE and MELLOWNEON. This strategic purchase from Esdave Co., Ltd., located in Shibuya, Tokyo, will officially take place on September 1, 2025. The acquisition comes in the wake of Taiyo-ya’s successful integration of another brand, DEICY, which has been performing well in both domestic and international markets.

About STUNNING LURE

STUNNING LURE originated in Kobe and operates as a select shop, featuring its original brand. This brand differentiates itself by offering unique items that resonate with customers seeking to express their individuality. STUNNING LURE emphasizes the importance of staying true to oneself by providing a curated wardrobe that reflects the inner glow of each individual. The brand's philosophy revolves around celebrating personal style without succumbing to fleeting trends, making it a unique player in the fashion industry.

About MELLOWNEON

MELLOWNEON, on the other hand, provides a wardrobe themed around the transition from youthful girlishness to sophisticated adulthood. This brand retains a soft, feminine allure while offering a wide range of functional items across various styles ranging from casual to chic. The versatility and practicality of MELLOWNEON’s products cater predominantly to the needs of the Gen Z demographic, making it a highly sought-after brand in today’s fashion landscape.

Background and Future Outlook

The acquisition of STUNNING LURE and MELLOWNEON aligns with Taiyo-ya’s strategy to bolster its competitiveness in the fashion market. Following the successful integration of DEICY last year, which has shown promising growth figures, Taiyo-ya is optimistic that adding these two brands will enhance its unique branding and production capabilities. The company aims to leverage its strengths in manufacturing and e-commerce strategies to foster further growth and development across its brand portfolio.

On the acquisition date, Taiyo-ya will gain control over the trademarks and existing operations of both brands. The company plans to respect and uphold the core philosophies of STUNNING LURE and MELLOWNEON while working towards elevating their value in the competitive market.

Company Overview

Taiyo-ya Co., Ltd. operates from its headquarters in Chuo-ku, Tokyo. Led by CEO Lei Yuan, the company has established itself as a key player in the OEM and ODM sectors while successfully managing various e-commerce brands.