Trial and Seiyu Celebrate 1 Year of Business Integration ~PMI Measures for Maximizing Group Synergy Progressing Smoothly~

Trial Holdings, Inc. (Headquarters: Fukuoka City, Fukuoka Prefecture, President and Representative Director: Hiroyuki Nagata) celebrated the first anniversary of its business integration with Seiyu Ltd. on July 1, 2026.

Over the past year, both companies have pursued the integration vision of "Making Shopping Fun and Enriching Lives - STAND TOGETHER -" and have been advancing the PMI (Post-Merger Integration) process centered on the four strategic pillars announced at the time of integration: 1 Strengthening Existing Stores, 2 Store Expansion Strategy, 3 Improving Profitability, and 4 Retail Media Development. In addition to these, we have also initiated enhanced EC collaboration between the two companies, and all initiatives aimed at maximizing group synergy through the fusion of both companies are progressing smoothly.

To commemorate the specific initiatives and achievements to date, and to express our gratitude to our customers who have patronized us, we are currently holding the "Thank You 1st Anniversary Grand Sale," our largest-ever 11-day event, at all Trial and Seiyu stores nationwide.

One Year of Integration and Specific Achievements

In this past year as the new Trial Group, both companies have driven reforms primarily along the following four axes, realizing synergies early on.

1 Strengthening Existing Stores: Full-scale mutual introduction of private brands (PB) and holding of "Joint Appreciation Day," "Black Friday," and "PB Festival"

We have fully launched the mutual deployment of Trial's PB, boasting overwhelming cost performance (e.g., Roast Katsu-ju, Trial Bread), and Seiyu's "Minasama no O-tsukiai" which boasts over 80% consumer test support. We have rapidly expanded our sales network nationwide, establishing a system to deliver high-quality, low-price products to customers in areas previously unreached by each brand.

Furthermore, through the integration of both companies' procurement networks and reduction of purchasing costs, we have implemented price reduction measures via supply chain efficiency. Starting with the "Joint Appreciation Day" in October 2025, we jointly held "Black Friday" in the same autumn, conducting large-scale sales promotions utilizing the product procurement scale merits of both companies, which attracted many customers. In February 2026, we held our first "PB Festival" to commemorate the completion of the full-scale mutual introduction of both companies' PB products across all stores. We launched a multi-faceted campaign linking in-store tasting events, coupons, social media, and online supermarkets, receiving a significant response. Through these joint initiatives, customer recognition of the transformation into stores offering overwhelmingly low prices, particularly at Seiyu stores, has greatly improved.

2 New Store Openings: Launch of new format "Trial Seiyu" integrating the strengths of both companies

We have developed the new format "Trial Seiyu," which fuses the strengths of both companies, primarily in the Kanto region. The first store, "Trial Seiyu Hanakoganei Store," recorded significant growth after its conversion, with sales revenue up approximately 42% and customer numbers up about 36% year-on-year in the two months following the conversion. The smart shopping experience utilizing technology, combined with the expansion of fresh foods and prepared meals, has provided a strong foundation as a regeneration model for urban general merchandise stores (GMS). We plan to convert 30 stores to this format over the next three years.

Trial Seiyu Hanakoganei Store, Trial Seiyu Musashishinjyo Store, Trial Seiyu Futamatagawa Store

3 Improving Profitability: Deployment of Trial GO

We are accelerating the expansion of the small-format store "TRIAL GO" in the Tokyo metropolitan area (currently 5 stores, including Nishi-Ogikubo Station North Store) using a unique scheme of satellite store openings around existing stores, utilizing nearby Seiyu stores as manufacturing bases. Through Trial's proprietary low-cost operations utilizing technology, we are pursuing a new form of urban retail that offers freshly prepared foods and other items at EDLP (Everyday Low Price). We plan to open 100 stores over the next three years.

TRIAL GO Nishi-Ogikubo Station North Store

Features of TRIAL GO

4 Retail Media Development: Introduction of in-store signage to Seiyu's metropolitan stores and establishment of new EC business company "TRYU"

We have begun the full-scale deployment of our unique "retail media" strategy, which utilizes in-store IoT devices and has achieved results primarily in the Kyushu area, to Seiyu's store network in the Kanto region.

The primary objective of this introduction is for retail and manufacturers to create "common fans." According to our internal research, the installation in 74 Seiyu stores in the metropolitan area is expected to achieve household reach equivalent to a TV program with a 5% viewership rating (*1).

We are sequentially introducing digital signage within Seiyu stores, aiming to simultaneously provide new purchasing experiences through joint marketing with manufacturers and diversify the store's revenue model.

*1...Method for calculating "household viewership rating conversion" (internal research)

The "household viewership rating conversion" in this release is calculated based on the following assumptions and procedures.

- Assumption: The "number of customers (*3)" at Trial and Seiyu stores is defined as the "head of household" in principle, as a single transaction is made even for family shopping. - Calculation procedure: (1) Calculate the total number of customers (households) per day (*3) in the group of stores where signage is installed. (2) Based on surveys by the Ministry of Internal Affairs and Communications (population and households based on the Basic Resident Register, etc.), calculate the total number of households in the target area (Tokyo metropolitan area or Fukuoka Prefecture). (3) Divide the "number of customers reachable by signage (*3) (1)" by the "total number of households in the target area (*3) (2)" to calculate the reach rate equivalent to household viewership rating.

*2...Quote: Yukihide Aoki (1989). "In-store Research and Consumer Behavior Analysis - Analysis of In-store Purchasing Behavior and Related Fields Part 2 Review of Existing Research on In-store Purchasing Behavior Analysis." Seibundo Shinkosha.

*3...The number of customers in this release refers to the number of purchasing customers who actually bought products and completed payment.

Furthermore, we have established a new company, "株式会社TRYU (Toraiyu)," to plan and operate the group's EC business across the board, accelerating EC collaboration by pooling both companies' management resources. By combining Seiyu's long-cultivated expertise in operating and monetizing online supermarkets with Trial's store network and product strength, we have launched the full-scale deployment of "TRIAL Net Supermarket," starting in Sapporo city.

Adding Seiyu's popular PB "Minasama no O-tsukiai" to Trial's extensive product lineup, we offer convenient services tailored to customers' lifestyles, with 24-hour ordering and six delivery slots per day. We plan to sequentially expand to the Kyushu, Kansai, and Kanto regions.

"Thank You 1st Anniversary Grand Sale" Overview

To commemorate the first anniversary of the integration of Trial and Seiyu, and to return the results of our integration efforts to our customers, we are holding the "Thank You 1st Anniversary Grand Sale." For 11 days starting June 25 (Thu), in addition to offering great deals on products in many categories, we are also holding the "Trial and Seiyu Joint Point Lottery Campaign" and the "Win Yoshinobu Yamamoto's Autographed Goods! Present Campaign," ambassador for Trial Holdings.

● Event Period: June 25, 2026 (Thu) - July 5, 2026 (Sun) ● Target Stores: All "Trial" and "Seiyu" stores nationwide (excluding some stores), and online supermarket.

[Campaign Examples]

1. TRIAL & SEIYU Joint Point Lottery Campaign

This is a joint campaign for those who meet the conditions during the period at Seiyu and Trial (including online supermarket), with a chance to win points.

● Prize: A total of 2.5 million yen worth of points, with 5,050 winners receiving "Rakuten Points" (Grand Prize: 20,000P, Lucky Prize: 300P).

● Application Conditions: Enter during the period and make a purchase of 2,000 yen (excluding tax) or more on at least one item across all categories and products.

● Period: [Entry] June 11 (Thu) - July 5 (Sun) / [Campaign] June 25 - July 5

● Campaign URL: https://x.gd/sKhyq

2. Rakuten Point Bonus Day! Grand Sale Special (Seiyu Stores Only)

Normally held on specific days of the week, Rakuten Point bonuses will be available every day during the Grand Sale period.

● Prize: If you make purchases totaling 2,500 yen (excluding tax) or more per day and meet the conditions, you can earn up to 7x Rakuten Points (equivalent to 3.5%).

● Conditions: Present your Rakuten Point Card (cash, Rakuten Card, Rakuten Pay, Rakuten Edy payments eligible) and use the "Seiyu App."

● Target Dates: Held consecutively during the Grand Sale period from June 25 (Thu) to July 5 (Sun)

● Campaign URL: https://www.seiyu.co.jp/campaign/souryokusai_202606/

3. Trial and Seiyu Grand Sale Commemorative Yoshinobu Yamamoto Autographed Goods Present Campaign

This is a social media campaign where you can win premium goods from Yoshinobu Yamamoto, the ambassador for the Trial Group.

● Prize: Autographed Trial logo T-shirt (5 winners), life-size panel (10 winners), limited edition poster (200 winners)

● Application Conditions: Make a purchase of 1,000 yen (including tax) or more at a Trial or Seiyu store during the period and enter via "Kurashi Trial."

● Target and Application Period: June 25, 2026 (Thu) - July 5, 2026 (Sun)

● Campaign URL: https://x.gd/5PGji

Future Outlook

Entering its second year since the business integration, Trial and Seiyu will further deepen and accelerate their fusion, focusing on building the foundation for retail reform in the medium-term management plan as the backbone of the group's distribution and retail business. With the customer-centric approach that the Trial Group has valued since its founding, we will continue to challenge ourselves to create new value in the retail industry by leveraging the retail and technology strengths of Trial and Seiyu, in order to continue providing "overwhelmingly low prices" and "convenience" as an indispensable "daily life necessity store" for local customers.