#Japan #Tokyo #Retail Innovation #TRIAL GO #Low-Cost Model

TRIAL GO Launches Its First Store in Tokyo

On November 7, 2025, TRIAL GO will open its first store in Tokyo, marking a significant milestone for the innovative retail company based in Fukuoka, Japan. This new store, located in the Nishigoku area of Suginami Ward, is set to introduce a groundbreaking low-cost retail model that emphasizes freshness and convenience, while leveraging advanced technology for efficient operations.

A New Retail Format

TRIAL GO is designed as a retail solution that enables stores to operate in urban environments where traditional large-format stores may not be viable. The store acts as a satellite outlet, delivering fresh and diverse product selections sourced from larger existing locations. This model focuses on providing a variety of high-quality food items, including premade meals and ready-to-cook options, thereby supporting the daily dietary needs of the community.

The store plans to offer freshly prepared dishes crafted under the supervision of expert chefs. Customers can expect delicious, ready-to-eat meals, along with fresh produce and pre-packaged options that cater to busy lifestyles. Importantly, TRIAL GO utilizes unique packaging innovations — such as containers that remain cool to the touch, even after microwaving — which streamline the cooking and serving process.

Technology at the Forefront

In addition to focusing on quality food offerings, TRIAL GO embraces technology to minimize labor costs and improve operational efficiency. A key feature will be the implementation of self-checkout systems, augmented by facial recognition payment methods and remote age verification systems, moving towards fully automated checkout processes.

Furthermore, the store will employ the 'Retail EYE' system, which enables remote monitoring for effective inventory management. Digital signage within the store will tailor promotions to customer shopping patterns, making for an integrated retail media experience that supports sales growth. This technological integration allows TRIAL GO to maintain operational costs with an incredibly lean staffing model, claiming that a team of just 30 can effectively run the store.

Synergy with Seiyu

This launch comes after a strategic integration with Seiyu, which has provided TRIAL GO with access to larger retail formats in urban areas for expansion and experimentation. By capitalizing on existing Seiyu locations, TRIAL GO is not only enhancing its product reach but also testing its innovative model in one of the city’s most populous neighborhoods.

According to Hiroishi Zou, President of TRIAL GO, this new store will not only provide fresh and convenient meal options for local residents but will also serve as a platform to test new concepts in urban retailing.

Store Details

• - Location: 3-21-8 Nishikubo, Suginami Ward, Tokyo
• - Hours of Operation: Open 24 hours, 365 days a year
• - Store Size: Approximately 50 tsubo (around 165 square meters)

About TRIAL Holdings

Founded by President Nagata Hiroyuki, TRIAL Holdings has grown significantly since its inception in 2015 and continues to innovate in the retail space. The company reported impressive sales of 803.8 billion yen for the 2025 fiscal year, showcasing the potential of its business model.

As the TRIAL GO brand expands, it aims to redefine the concept of affordable grocery shopping in urban settings, marrying convenience with quality, shorter cooking times, and integrating cutting-edge technology to support the demands of modern consumers. This next generation of retail promises exciting possibilities for both the company and its customers.