Sanyo Shokai to Launch New Women's Brand 'HANAE MORI' from Fall/Winter 2027

Sanyo Shokai Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and COO: Shinji Ooe), as part of a new growth strategy in its medium-term management plan (FY ending Feb 2026 - FY ending Feb 2028), has decided to commence the planning, manufacturing, and sales of the women's total collection brand "HANAE MORI" starting from the Fall/Winter 2027 season, in partnership with MN Inter-Fashion Ltd. (Headquarters: Minato-ku, Tokyo; President: Isshin Yoshimoto).

This project, launching at the milestone of the 100th anniversary of Hanae Mori's birth, aims to capture the "HANAE MORI" brand—a pioneer of Japanese designers expanding overseas—from a modern perspective and propose it anew as a brand with timeless value. Appointing Mr. Satoshi Otsuki, who has extensive experience at top-tier maisons in Paris, as Creative Director, we will challenge the creation of new value in the upper-middle market through high-sensitivity, high-quality collections centered on "timeless elegance."

■ Background of "HANAE MORI" Development

- Our Business Strategy: Development of New Brands and Entry into the Affordable Luxury Market
Sanyo Shokai has positioned market expansion and business domain extension through the development of new brands as a new growth strategy in its medium-term management plan. Based on this policy, we concluded a license agreement with MN Inter-Fashion in April 2026, and starting from the commemorative timing of the 100th anniversary of Hanae Mori's birth, we have launched the "HANAE MORI" brand project towards the start of deployment in Fall/Winter 2027.

Furthermore, as a long-term goal, our company aims to be a top runner with overwhelming presence and competitive advantage in the upper-middle market, positioning "HANAE MORI" as one of the brands driving this strategy.
In recent years, the global fashion market has shown a trend of distancing from short-term trend consumption, evaluating brand values that possess timeless elegance and solid backgrounds. This trend is also materializing in the affordable luxury market, with expectations for solid quality and refined designs rising more than ever.
As a representative Japanese designer, Hanae Mori earned international acclaim with her unique style that fused aesthetics derived from kimono and butterfly motifs into Western silhouettes. Through her achievements, she became the first Asian to become an official member of La Chambre Syndicale de la Couture Parisienne. Based on the historical value and worldview of "HANAE MORI," one of the few globally recognized luxury brands originating from Japan, we will proceed with development as a brand deployed in higher market segments within our company's aims.

■ About the New "HANAE MORI"

Centered on "timeless elegance," we will roll out a total collection that expresses minimal yet commanding designs, a high-quality yet accessible price range, and the historic worldview of "HANAE MORI" with modern sensibilities. The new "HANAE MORI," which updates from a modern perspective while respecting tradition, proposes timeless refinement and true quality to adult women with an aesthetic eye.

For the creative director of this brand, we will appoint Mr. Satoshi Otsuki, who has over 10 years of experience at top-tier Parisian maisons as well as an extensive track record as a director for domestic brands. Through a unique perspective that harmonizes tradition and innovation—such as a deep understanding of fashion history fused with a modern sense of mode, application of men's tailoring techniques to women's wear, and original material development—he will express the "HANAE MORI" brand in a form suitable for a new era.

■ "HANAE MORI" Overview

Brand Name: HANAE MORI
Brand Format: Women's Total Collection (Women's clothing and women's accessories)
Sales Channels: Department stores, others
Sales Start: Scheduled for Fall/Winter 2027