Matsumura Shoten Co., Ltd.’s own brand “Loco Nail” school bags are a huge hit during the Heisei revival! Recorded sales of over 700% compared to last year

Matsumura Shoten Co., Ltd.’s own brand “Loco Nail” school bags are a huge hit during the Heisei revival! Recorded sales of over 700% compared to last year ​
Rice Curry Co., Ltd. Press release: April 1, 2025 Matsumura Shoten Co., Ltd.’s own brand “Loco Nail” school bags are a huge hit during the Heisei revival! Recorded sales of over 700% compared to last year ~ Quickly commercialize the trending needs of Generation Z throughout the year from manufacturing to marketing ~ Matsumura Shoten Co., Ltd. (Head Office: Sumida-ku, Tokyo,
Representative Director: Onan) is a consolidated subsidiary of Rice Curry Co., Ltd. (Head Office: Shibuya-ku, Tokyo, Representative Director: Ryo Okubo, Stock Code: 195A, hereinafter referred to as the “Company”) and operates OEM/manufacturer business. The school bag currently on sale from the Heisei retro brand “Loco Nail” developed by Yosuke (hereinafter referred to as “Matsumura Shoten”) has recorded sales of over 700% compared to March 2024 due to the boom that started on SNS. This product is a modern reprint of the “Loco Nail” brand that was all the rage during the Heisei era, and is riding the wave of the “Heisei Revival” trend, which is currently gaining popularity mainly among Generation Z, and the popularity of “World Pegasus (commonly known as Wappe), and has received a great response. Related posts on SNS, especially TikTok, have been viewed more than 1.2 million times, and sales at e-commerce and physical stores have skyrocketed due to the virality. Product overview
https://prcdn.freetls.fastly.net/release_image/19306/170/19306-170-69f759817fcbe0db71bdb4eaa4b6aff4-970×600.png Size: Height 26.5cm x Width 41cm x Depth 14cm Material: Both body and lining are polyester (lining is antibacterial and deodorized) Weight: Approx. 510g Features: A design that combines durability and functionality, perfect for commuting to school
https://prcdn.freetls.fastly.net/release_image/19306/170/19306-170-a055822092640b7f59b2b499c4d30789-970×600.png Size: Height 26.5cm x Width 41cm x Depth 14cm Materials: Main body: synthetic leather, lining: polyester (lining is antibacterial and deodorizing treated) Weight: 900g Features: Easy to organize your luggage with partition pockets and zipper pockets compatible with PC tablets Additionally, from today, we have begun test sales at major general supermarkets, and we anticipate further sales expansion. About Loco Nail Brand Loco Nail was supported by many young people as a Shibuya 109 style women’s brand during the Heisei era. Designer Hiroko Horie (HIROCO) combined plumeria flowers she saw in Hawaii with the nail art that was popular overseas at the time, and named her brand by combining her nicknames “Loco” and “Nail.” About rice curry’s own brand This case is a model case of the brand rebuilding M&A strategy that we are promoting, the “Niche Top Strategy.”
https://prcdn.freetls.fastly.net/release_image/19306/170/19306-170-37f9cf70596a3c179cb1b03bb2aa27aa-675×380.jpg Behind this hit is the synergy between the acquisition of Matsumura Shoten’s manufacturing capabilities through M&A in 2024 and our SNS marketing capabilities. During PMI (Post Merger Integration) after the acquisition, we implemented aggressive sales promotion measures centered on TikTok, and as a result, EC sales at Matsumura Shoten significantly increased by 275.2% compared to the same period last year. By building an integrated system from manufacturing to marketing, we were able to speed up product development and quickly commercialize the trending needs of Generation Z, which is the key to the success of the Loco Nail school bag. The success of the “Loco Nail” school bag is not a temporary thing, but shows the high reproducibility of our brand-produced model. In fact, our company currently operates six brands and has developed more than 10 brands since its founding. By analyzing data accumulated on three axes: market, product, and sales channel and utilizing it for product planning, we have established a system to consistently produce hit products. The new product “mm flora*” from the oral beauty brand “MiiS”, which became a hit in 2024, is a successful example of product planning based on this formula, and we believe that we will be able to create similar hits with high reproducibility in the future. 【Company Profile】 Company name: Matsumura Shoten Co., Ltd. Address: 4-25-15 Ishihara, Sumida-ku, Tokyo Representative: Representative Director Yosuke Ominami Business details: Planning and manufacturing of original clothing accessories such as wallets, pouches, and bags for kids and teens Sales, wholesale business U R L:
https://www.web-matsumura.com/ Company name: Rice Curry Co., Ltd. Location: 20th floor, Shibuya Mark City West, 1-12-1 Dogenzaka, Shibuya-ku, Tokyo Representative: Representative Director Ryo Okubo Business content: Community data platform business U R
L：https://ricecurry.co.jp/