Announcement of New President of BRUSH Inc.

World Mode Holdings Co., Ltd. (hereinafter "World Mode Holdings"; Headquarters: Shibuya-ku, Tokyo; Representative Director: Shinsuke Kafuku) announced that as of May 28, 2026, Yukimasa Mukai, an Executive Officer of World Mode Holdings, has been appointed as the Representative Director of its group company, BRUSH Inc.

Ewako Akiyama, the founder of BRUSH, will become the Chairman of the Board of the same company on the same date, while also serving as a Senior Executive Officer of World Mode Holdings, supporting the further growth of BRUSH and the group.

About BRUSH

BRUSH was established in 2015 by Ewako Akiyama as a group company of World Mode Holdings. Akiyama has served as a store manager, supervisor, and regional director for numerous top brands, cultivating teams and stores that generate sales. BRUSH systematizes sales as a specialized profession and has built methods to revitalize store operations. Targeting foreign luxury and domestic fashion brands as its main clients, it provides store management consulting and training that emphasizes the balance of "logic" and "hospitality." Leveraging its expertise in guiding the growth of stores and personnel, it collaborates with other group companies to provide total solutions that support clients' business growth.

Further Enhancing Organizational Strength and Service Quality Based on BRUSH's Unique Value

Yukimasa Mukai, who has been appointed as the Representative Director of BRUSH, joined World Mode Holdings in 2019. As a corporate planning manager, he played a key role in the company's strategic direction, including formulating medium-term management plans and growth strategies. He has also been involved in formulating BRUSH's management strategy and strengthening collaboration within the group, and based on this experience, he has now been appointed Representative Director.

Mukai will inherit the unique value that BRUSH has built to date while working to further enhance both its organization and services. Under a new structure that includes "SEEP," which conducts CS (customer satisfaction) surveys, and "WORLD MODE ACADEMY," which specializes in providing educational programs combining e-learning and fully customized training, the company will consolidate its educational and consulting expertise. This will build a foundation to support clients seamlessly from problem discovery to improvement and retention. Furthermore, the company will promote collaboration with group companies and business partners, as well as operational efficiency through AI utilization, to enhance service quality and flexibly respond to changing markets and needs.

Mukai will continue to serve concurrently as an Executive Officer of World Mode Holdings, driving BRUSH's further business growth while fostering collaboration with other group companies.

Message from Yukimasa Mukai, Representative Director of BRUSH Inc.

I have been appointed as the Representative Director of BRUSH Inc.

Since its founding, BRUSH has supported the growth of many brands and stores through people development, based on the philosophy of "cultivating the future of the fashion industry." The belief that "people's growth creates the future of companies and the industry," cultivated by founder Ewako Akiyama through years of on-site experience, is the origin of BRUSH. While cherishing and passing on that spirit, we will create value suitable for a new era.

We believe that sales is a job that delivers happiness. It is a job that listens to each customer and creates joy and excitement. To achieve this, both logic that leads to results and hospitality that resonates with customers' hearts are indispensable.

Going forward, BRUSH will further evolve its store management consulting and theme-based/hierarchy-specific training that it has cultivated to date. In addition, by joining forces with SEEP, which provides CS surveys, and WORLD MODE ACADEMY, which offers e-learning and fully customized training through its network of specialized personnel, we will support our clients' people and organizational development by "discovering issues, improving them, and accompanying them until results are established."

Furthermore, by collaborating with the comprehensive human resources services, marketing, store operation outsourcing, and spatial design expertise of the World Mode Holdings group, we will work to solve the management and on-site challenges faced by our clients, contributing to the development of the entire fashion and beauty industry.

We will continue to challenge ourselves to realize the philosophy of "cultivating the future of the fashion industry" through people development. We sincerely appreciate your continued support and guidance.

Profile of Yukimasa Mukai

After graduating from university, he joined Mizuho Bank. As a corporate sales representative, he supported companies in solving management challenges, handling numerous cases involving fundraising, business succession, and M&A. He joined World Mode Holdings Co., Ltd. in 2019. As the head of corporate planning, he was responsible for formulating medium-term management plans, budgeting, promoting M&A, and developing the group's management infrastructure. In 2026, he was appointed Representative Director of BRUSH Inc. He is engaged in a business that provides seamless support from human resource development to CS surveys, problem discovery, improvement proposals, and retention support. He concurrently serves as Executive Officer and General Manager of the Corporate Planning Office of World Mode Holdings Co., Ltd.

About World Mode Holdings Co., Ltd. (WMH) https://worldmode.com/jp/

A group that provides various solutions specializing in the fashion and beauty industry, including human resources, digital marketing, and store outsourcing. It has seven operating companies in Japan: iDA, BRUSH, AIAD, AIAD LAB, ForAmbition, VISUAL MERCHANDISING STUDIO, and Futaba Tsushinsha, as well as five overseas bases (Malaysia, Singapore, Australia, Taiwan, Vietnam) overseen by WMH ASIA PACIFIC in Singapore. By leveraging the synergies of these highly specialized companies, it provides highly effective solutions tailored to clients' challenges.

About BRUSH Inc. https://brush-mode.jp/

A group company of World Mode Holdings established in 2015. Based on customer satisfaction surveys and analysis, it provides one-stop support from developing educational programs tailored to challenges to various training sessions (sales techniques, management, hierarchical training, etc.), methods necessary for store management (numerical management, customer development, event management, etc.), customer service manual creation, and OJT education. It visualizes store management challenges, clarifies priorities, and provides essential solutions and consulting.