PEET Co., Ltd. PEET Co., Ltd. to revitalize business with support from Brighten Fashion, a wholly owned subsidiary of Brighten Japan

[PEET Co., Ltd.] PEET Co., Ltd. to revitalize business with support from Brighten Fashion, a wholly owned subsidiary of Brighten Japan ​
Pete Co., Ltd. Press release: February 28, 2025 PEET Co., Ltd. begins business revitalization with support from Brighten Fashion, a wholly owned subsidiary of Brighten Japan PEET Co., Ltd. is affiliated with Brighten Japan Co., Ltd., which is fully engaged in integrated holdings management, and with its support, we are rebuilding our business.
https://prcdn.freetls.fastly.net/release_image/158038/1/158038-1-bbdd35661d2c37cd0d88f4911d42cd2b-720×576.png
https://prcdn.freetls.fastly.net/release_image/158038/1/158038-1-0d07518b0880f3e6681f96c705d2be60-1000×800.png PEET Co., Ltd. has become a wholly owned subsidiary of Brighten Fashion Co., Ltd. (Headquarters: Minato-ku, Tokyo, hereinafter referred to as “BF”), and has made a new start with the support of Brighten Japan Co., Ltd. (Headquarters: Minato-ku, Tokyo,
Representative Director: Wataru Sawada, hereinafter referred to as “BRTNJ”). Accordingly, Hiroyuki Shimizu will be appointed as representative director of PEET Co., Ltd., the head office will be relocated to Minami-Aoyama, Minato-ku, Tokyo, and all employees will work together to revitalize the business under the new system. Since its establishment in 1968, PEET has developed brands such as GOTCHA, Karl Kani, Norton, and NESTABRAND, and operates 20 directly managed stores, and has long been a leader in the young casual market with the strength of a brand strategy that integrates with street culture. However, the financial situation deteriorated due to poor business performance due to the coronavirus pandemic. We have now requested support from BRTNJ. Going forward, with the support of BRTNJ, PEET will utilize the brand potential it has cultivated over many years to take on the following measures, aiming for business revitalization and sustainable expansion and growth of corporate value. [Example of measures] ・Rebuild brand positioning ・Product production reform ・Strengthening omnichannel strategy ・Diversification of revenue base, such as strengthening EC/digital strategies ・Implementation of human capital management BRTNJ is a startup whose main business is business revitalization support, founded by Wataru Sawada, a former senior managing executive officer of Sumitomo Mitsui Banking Corporation, who left the company in April 2023. After that, we raised 3.1 billion yen by June 2024, and began full-scale operations in July of the same year.We are working on all-in-one revitalization support targeting domestic medium-sized and medium-sized enterprises in distress, especially mature industries, from revitalization financing such as DIP financing to business improvement through hands-on support. In August 2024, as our first sponsor project, we made HPF France Co., Ltd. (Headquarters: Minato-ku, Tokyo, Representative Director: Sadao Sasaki, hereinafter referred to as “HPF”) a wholly owned subsidiary, and are working to improve its management. This is the second sponsorship project following this, and from now on, BRTNJ will support PEET’s business revitalization through BF, and will also incorporate HPF into BF’s umbrella to fully develop an “integrated holdings management” targeting the apparel business. In addition, we are planning to further expand our business by inviting major regional banks as LPs to form a revitalization support fund with a total value of 10 billion yen. Overview of PEET Name: PEET Co., Ltd. Address: 7th floor, Aoyama Ohara Building, 5-7-17 Minami-Aoyama, Minato-ku, Tokyo Representative: Representative Director and President Hiroyuki Shimizu Business details: Planning, manufacturing, wholesale and retail sales of young casual wear Established: December 2024 Sales: 2.4 billion yen (year ending January 2025) Overview of BRTNJ Name: Brighten Japan Co., Ltd. Address: 9th floor, 6DMJ Building, 4-12-8 Roppongi, Minato-ku, Tokyo Representative: Wataru Sawada, President and Representative Director Business details: Business revitalization financing, consulting (hands-on support), investment (purchasing debt, equity investment), and other revitalization support-related operations Established: February 2023 Capital: 1,571.5 million yen Inquiries regarding this matter Brighten Japan Co., Ltd. Tel: 03-5843-0690 Email: info@brtn.jp HP:https://brtn.jp/