Haruyama Holdings Co., Ltd. Haruyama Shoji launches new brand “DIP IN CHOCOLATE” on the EC mall “ZOZOTOWN”

【Haruyama Holdings Co., Ltd.】 Haruyama Shoji launches new brand “DIP IN CHOCOLATE” on EC mall “ZOZOTOWN”
​
Haruyama Holdings Co., Ltd. Press release: June 12, 2025 Haruyama Shoji launches new brand “DIP IN CHOCOLATE” on EC mall “ZOZOTOWN” ~Clothes that help you become the person you love. Enjoy a little taste or a bold change of flavor. Delicious clothes that are just for you. ~A new fashion sensation based on mode fashion and street fashion, pursuing “my satisfaction”
https://prcdn.freetls.fastly.net/release_image/30981/604/30981-604-5f43b5b2bc8475f85dfa27aa9e038249-3896×1732.jpg Haruyama Shoji Co., Ltd. (Head office: Okayama City, Okayama Prefecture; CEO: Hiroaki Nakamura) has launched a new women’s casual brand, “DIP IN CHOCOLATE,” and has begun selling it in ZOZOTOWN’s P.S.FA shop. DIP IN CHOCOLATE differs from the business model of previous business wear businesses that focused on suits. Instead of clothes for career women or the office, the brand will select casual items based on mode fashion and street fashion, targeting women in their teens and twenties. First, the brand will begin sales
exclusively on the EC mall “ZOZOTOWN,” which is less influenced by the company’s image of being a “business wear specialist.” In the future, we are considering expanding into brick-and-mortar stores through our own EC site and pop-ups, but we will also aim to quickly enter the market with an online-focused model that is used by a large number of users different from our current customer base, and build
relationships with new customers that we have not yet reached. ■Background of brand expansion aimed at a new demographic In recent years, the business style market has been shrinking due to the diversification of work styles and lifestyles, but the value of suits themselves has not been lost. Even now, they continue to be
indispensable clothing in situations where reliability is required. However, women in their teens and twenties often only have limited opportunities to wear suits, such as entrance ceremonies, job hunting, and internships, so they have few opportunities to encounter suits or office casual wear in situations where they “enjoy daily fashion,” and the current situation is that our company is losing contact with customers. By having customers become familiar with our company while enjoying fashion in their daily lives, when they need a suit or casual office wear, they will naturally think of “Haruyama Shoji” and “P.S.FA” as their choice. This is the goal of our brand expansion. ■Brand concept Clothes that help you become the person you love. Chocolate-coated Like a biscuit As much as you like of your favorite flavors. Enjoy a little taste or a bold change in flavor. Bitter, milky, sweet My own selfish clothes that I can wear deliciously.
https://prcdn.freetls.fastly.net/release_image/30981/604/30981-604-802bb8e41825ecf4020c2a2bd9bb26c3-1500×1800.jpg
https://prcdn.freetls.fastly.net/release_image/30981/604/30981-604-105c94e38b49497bd55a01a59f51ca9b-1500×1800.jpg
https://prcdn.freetls.fastly.net/release_image/30981/604/30981-604-323386092c699de3df782b57aa85a230-1500×1800.jpg
https://prcdn.freetls.fastly.net/release_image/30981/604/30981-604-1f7f28612dbf382908fa09ff175bc18b-1500×1800.jpg We offer items with accents based on mode fashion and street fashion. Because they are not basic, you can wear them in your own style, and we propose styling with slightly edgy clothing that is “not limited to cute, cool, or pretty” and focuses on design and silhouette. ■Director’s Thoughts Set-up suits and neat office casual wear are one of my favorite fashions that can be worn in any situation and make you look good. However, in recent years, we have felt a trend in the business world towards respecting the individual and valuing “freedom” and “individuality” in dress codes and working styles themselves, so with this new brand store we thought we might try approaching customers from a different angle than the previously specialized proposals of neat clothing suited to the time, place and occasion, which has been our specialty. As part of this, we launched “DIP IN CHOCOLATE”, a brand that proposes fashion with a different taste to what has been offered up until now, with the goal of cultivating new customers, particularly among young people in their teens and twenties who are sensitive to trendy fashion, including students, who are said to have little contact with our company except for the limited season of starting a new life. Also, I personally choose clothes to wear at work and clothes to wear privately with completely different tastes, so I would recommend this brand not only to young people who enjoy trendy fashion, but also to career women who, like me, enjoy fashion by clearly separating on and off. ■Brand overview Brand name: DIP IN CHOCOLATE Available at: ZOZOTOWN, P.S.FA,
https://zozo.jp/brand/dipinchocolate/ Main products: Women’s casual wear Jackets, shirts, cut-and-sew tops, T-shirts, slacks, denim, knitwear, sweatshirts, Dresses, skirts, innerwear, etc. Price range of main products: Tops… from 3,850 yen (tax included), Bottoms… from 6,050 yen (tax included) One piece…5,500 yen (tax included) ~ *This email has been sent automatically, so please do not reply.