Bic Camera Launches New Original Brand 'Bic Idea' to Revolutionize Consumer Experience

Bic Camera's New Brand Launch: 'Bic Idea'

Bic Camera, headquartered in Toshima, Tokyo, officially announced the launch of its brand new original line, "Bic Idea." This new brand marks a significant evolution, consolidating previous original brands such as ORIGINAL BASIC, ORIGINAL SELECT, and HashTAG. The motto, "Good is great, but how about it!" reflects the brand's commitment to providing high-quality products that evoke excitement and surprise users in their daily lives.

The inaugural products under the Bic Idea brand will be available for early purchase at the Bic Camera Ikebukuro West Exit IT Tower store, set to grand opening on March 14, 2026. Following this, from April 1, 2026, products will also be accessible at all Bic Camera Group locations and on their comprehensive online shopping portal, BicCamera.com.

Background for the Brand Launch

In recent years, the shopping experience has been streamlined by advancements in digital technology and consumer behavior. However, this efficiency may diminish unexpected discoveries in retail settings, making it harder for shoppers to stumble upon items they didn't know they wanted. Bic Camera has continuously focused on enriching the shopping experience by leveraging its extensive product lineup and knowledgeable sales staff. "Bic Idea" aims to create a shopping ambiance where consumer desires naturally surface, leading to joyful purchasing experiences.

Through this new brand, Bic Camera seeks not only to enhance the inherent value of its products but also to improve the entire purchasing journey, from selection to ongoing usage.

Brand Philosophy

"Good is great, but how about it!"

The goal of Bic Idea transcends merely providing products with exemplary specifications; it emphasizes delivering experiences that elicit joy and satisfaction from customers. By tapping into decades of insights derived from direct engagement with consumer preferences and the concept of "scientifically understanding desire," Bic Idea aims to design products that users will eagerly want to possess.

The brand’s development strategy goes beyond basic data analysis; expert sales staff, referred to as Meisters, will directly engage in product development. This collaboration between frontline sensibilities and technical expertise aims to transform the typical shopping experience into one filled with wonder, maximizing the potential for lifestyle improvements.

Engaging Consumer Voices

Starting today, Bic Idea is launching an initiative named the "Desire Window," created to directly incorporate customer feedback into product development. Customers can share their wishlist and desires for new features on social media using the hashtag #つくってほしい, allowing Bic Idea to closely connect with consumer voices. The submitted ideas will be carefully considered for future product development via an innovative approach dubbed the "Desire Science Cycle."

Future Expansion

- March 14, 2026

The Ikebukuro West Exit IT Tower store will commence early sales, allowing consumers to experience the fascinating world of Bic Idea firsthand.

- April 1, 2026

Bic Idea products will progressively be rolled out across Bic Camera and Kojima stores as well as on their online shopping site. The product lineup will focus initially on home electronics, with plans to gradually add lifestyle goods and other accessories. Collaboration with external partners will further broaden the scope of product development and offerings.

About Bic Idea

Bic Idea represents Bic Camera's commitment to understanding consumers through decades of insights accumulated at the sales frontlines. This original brand embodies the philosophy of "Good is great, but how about it!" aiming to design encounters that inspire desire and satisfaction. In an era where purchasing has become predictable, Bic Idea endeavors to enhance the alignment between consumer satisfaction and product discovery.

For more information, visit the Bic Idea Brand Page or watch the Brand Movie.

Company Overview

- Company Name: Bic Camera, Inc.
- Headquarters: 3-23-23 Takada, Toshima, Tokyo, Japan
- Founded: May 1978
- CEO: Toru Akiu
- Business: Sales of cameras, visual products, audio equipment, PCs, OA machines, mobile devices, home appliances, watches, games, eyewear, pharmaceuticals, toys, sports goods, bedding, alcoholic beverages, and more.
- Website: Bic Camera Official Website