Taiyotani Co., Ltd. acquires “STUNNING LURE” and “MELLOWNEON” from S-Dave Co., Ltd. Taiyoya Co., Ltd. Press Release: August 4, 2025 To the Press and Publishing Relations Taiyotani Co., Ltd. acquires the “STUNNING LURE” and “MELLOWNEON” businesses from S-Dave Co., Ltd. Taiyoya Co., Ltd. (Headquarters: Chuo-ku, Tokyo; Representative Director: Yuan Lei; hereinafter referred to as “the Company”), which develops OEM, ODM, and e-commerce brands, is pleased to announce that it will acquire the brands “STUNNING LURE” and “MELLOWNEON” developed by S-Dave Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Kawai Tsuyoshi) effective September 1, 2025.
https://prcdn.freetls.fastly.net/release_image/121292/6/121292-6-7eba8a40ac00a8f32518de1689008631-1200×1200.jpg About STUNNING LURE STUNNING LURE is a select shop based in Kobe, and its original brand. Something that brings out your inner radiance without being influenced by trends. We offer a wardrobe that is uniquely yours, capturing your natural “self.”
https://prcdn.freetls.fastly.net/release_image/121292/6/121292-6-c7b24e7a6e56c301af612b0349cce8c4-1800×2700.jpg About MELLOWNEON A wardrobe with the theme of “A step from girly fashion to adulthood.” While maintaining a soft impression, the store offers a diverse selection of highly functional items, including feminine and casual styles. Background and Outlook Last year, we acquired the business of “DEICY,” which has been performing well both domestically and overseas. Following this, we have established a natural yet unique branding for “STUNNING By adding these two brands, “LURE” and “MELLOWNEON,” a DtoC brand popular among Gen Z, we believe we can further strengthen our brand portfolio and achieve further growth by strengthening our strengths in production background and e-commerce strategy. As of September 1st, we will acquire the trademark rights and currently operated stores. Going forward, we will continue to work to further enhance the value of the brand while respecting its philosophy. 【Company Profile】 Taiyoya Co., Ltd. Headquarters: Kayabacho Daisan Nagaoka Building 3F, 2-7-10 Nihonbashi Kayabacho, Chuo-ku, Tokyo Representative: Yuan Lei URL:
https://www.taiyoya.co.jp/ 【Contact Information Regarding This Matter】 Taiyodani Co., Ltd. Email: higashi@taiyoya.co.jp Person in charge: Higashi For more information about this release
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