Trial Holdings Completes Merger with Seiyu, Appoints New President

Trial Holdings and Seiyu Merger Completion

Trial Holdings, headquartered in Fukuoka, Japan, announced the successful acquisition of all shares of Seiyu, based in Musashino, Tokyo, which was finalized on July 1, 2025. This merger marks a significant step forward in the company’s strategy to enhance its retail presence and operational efficiency in Japan. Hitoshi Narakino, previously the Chairman of Trial Company and a seasoned professional in the retail sector, has been appointed as the new president of Seiyu.

Management Restructure

The completion of the merger brings about a new management structure for Seiyu. With Hitoshi Narakino at the helm, the company aims to leverage shared expertise and resources from both Trial and Seiyu. Narakino's extensive background in the retail industry—ranging from store management to executive leadership—positions him well to guide Seiyu through this transformative period.

Strategic Focus Moving Forward

The strategic direction following the merger is centered around four main pillars:

1. Existing Store Reforms

One of the primary focuses will be the reform of existing stores. Trial will introduce Seiyu’s well-regarded private brand, “Minasama no Omakase®,” known for its affordable yet quality products, to all Trial outlets across Japan starting in the autumn of 2025. This initiative aims to boost customer traffic through attractive pricing and quality offerings.

2. Store Opening Strategy

Trial intends to launch the urban-oriented, small-format stores known as “TRIAL GO®” in the Kanto region, utilizing Seiyu’s existing locations and production facilities. Unlike large-scale stores such as Super Center Trial or Mega Center Trial, these smart stores will focus on convenience and neighborhood needs, enhancing market share and forming a robust presence in urban areas.

3. Profitability Enhancement

By expanding the efficient TRIAL GO® model and improving the operational rates of Process Centers and Central Kitchens, the merger seeks to boost productivity and profitability. This includes offering freshly prepared meals in urban locations within Kanto and utilizing technology for staffing efficiency.

4. Retail Media Expansion

Trial will also expand its retail media initiatives that utilize IoT devices for in-store marketing, initially operating in the Fukuoka area. This marketing strategy, through collaboration with manufacturers, has already inspired unique commercials and retail experiences that drive sales growth and market share expansion. The goal is to extend this successful retail media marketing to a wider geographical area, including 87 stores in the Chubu region and 195 stores in Kanto.

Hitoshi Narakino’s Vision

Hitoshi Narakino’s appointment as president signifies a commitment to achieving maximum synergy through this merger. Since joining Trial Company in 1987, he has held various roles, culminating in his leadership of Trial Stores preceding this latest appointment. With a proven track record of enhancing operational effectiveness and customer engagement, Narakino's vision for Seiyu underlines the importance of innovation and collaboration.

As Narakino stated, “After being appointed the president of Seiyu, I am committed to putting forth my utmost effort to maximize the synergy that this merger presents.”