#Japan #Tokyo #Seven-Eleven #hair iron #ReCute

Revolutionizing Convenience: Hair Iron Rental Spot 'ReCute'

In an unprecedented move within the convenience store industry, ReCute, a hair iron rental service, has announced the launch of a pilot program in collaboration with four Seven-Eleven stores in the Tokyo metropolitan area. The initiative, which begins on November 21, 2025, aims to bring new customer experiences and increase foot traffic in convenience stores. By positioning beauty services as a new type of social infrastructure, ReCute seeks to explore innovative retail concepts that enhance daily living.

Locations of the Hair Iron Rental Spots

The following four Seven-Eleven stores will house the ReCute rental spots:

• - Seven-Eleven Kudansan Otsuma Dori Store (near universities and event halls)
• - Seven-Eleven Yokohama Landmark Plaza Store (inside an office tower)
• - Seven-Eleven Tama Center Station West Store (in a suburban area)
• - Seven-Eleven Matsudo Tokiwahei Station Store (in front of the station and residential area)

Objectives of the Pilot Project

The project's primary goals include:

• - Offering a unique experience for convenience store visitors.
• - Expanding opportunities for women to visit stores.
• - Increasing purchase opportunities by extending customers' stay duration.

Utilizing data from ReCute's usage and surveys will help evaluate the service's effectiveness in terms of customer experience and promotional impact.

Background of the Initiative

Established in 1973, Seven-Eleven Japan has become a vital social infrastructure, adapting its products and services to meet evolving needs. Despite the convenience of having stores nearby, many people face the common issue of not having a place to tidy their hair while out. The introduction of hair iron rental stations addresses this gap, allowing individuals to maintain their appearance and potentially boosting confidence in their activities.

This partnership aims to incorporate beauty amenities into daily life effectively, enhancing customer value at Seven-Eleven stores.

Anticipated Benefits for Seven-Eleven Stores

The introduction of ReCute will not only optimize space utilization but also lead to:

• - Increased sales through longer customer visits.
• - Attracting women interested in beauty, creating new reasons to visit.
• - Differentiating Seven-Eleven from competitors, potentially enhancing customer lifetime value (LTV).

ReCute has the potential to evolve beyond traditional retail service, positioning itself as a new commerce platform.

ReCute's Perspective

For ReCute, collaborating with Seven-Eleven, which operates over 21,000 stores, marks a significant step in enhancing customer accessibility. The aim is to further the concept of “beauty as infrastructure,” which addresses societal beauty needs in a modern context.

Market Impact on Retail Industry

1. Attracting New Customer Segments: The initiative will draw in a younger demographic that is trend-sensitive and socially engaged, encouraging repeat visits and enhancing store experience. This in turn may contribute to improved future LTV.
2. Expanding Purchase Opportunities: The hair iron rental will encourage additional purchases such as beverages and snacks post-use, establishing a new shopping pathway and setting the stage for new commerce dynamics.
3. Introducing a New Differentiation Element in Convenience Stores: By offering beauty and self-expression options, Seven-Eleven stands to present an innovative reason for customers to visit.
4. Developing Next-Generation Convenience Store Facilities: Utilizing previously unused space in stores for beauty services, alongside existing offerings like mobile chargers, can refresh the customer experience.
5. Creating Value Through Data Utilization: The analysis of purchasing behaviors can uncover insights into young women's preferences, informing marketing strategies for more effective campaigns.

Market Background and ReCute's Role

Despite the challenge of addressing beauty needs in public spaces, studies indicate that approximately 80% of women express a desire to style their hair while out. However, available options are severely limited, making the establishment of beauty services as a “next-generation social infrastructure” essential.

About ReCute

ReCute operates through a user-friendly smartphone application, allowing users to rent hair irons conveniently in high-traffic areas like shopping centers. Offering high-quality, technologically advanced hair irons that prioritize hair health and hygiene, ReCute enables users to easily straighten their hair without the hassle of carrying extra baggage.

Moving forward, ReCute aims to expand its network beyond current locations in Tokyo, Osaka, and Fukuoka to over 3,500 sites, enhancing its mission to integrate beauty into everyday life. This will involve user insights-driven brand developments and marketing collaboration to fulfill the vision of making beauty a universal service.

Company Profile

• - Company Name: ReCute Co., Ltd.
• - CEO: Moeka Yamashita
• - Location: 5th Floor, POLA Aoyama Building, 2-5-17 Minami-Aoyama, Minato-ku, Tokyo
• - Capital: 3 million JPY
• - Established: April 2, 2024
• - Main Business: Planning and management of hair iron rental service 'ReCute'
• - Service Website: ReCute

For media inquiries, please contact the ReCute PR team through the following form: PR Inquiry Form.