Our operations in mainland China have reached their 10th anniversary.

Primo Global Holdings Co., Ltd., which operates bridal ring specialty stores in Japan and other Asian countries, has celebrated the 10th anniversary of its mainland China operations since opening its first store in mainland China in July 2016.

◆10 Years of Business in Mainland China

Since opening our first store in mainland China in Shanghai on July 29, 2016, we have expanded our store network to 14 major cities in mainland China, including Shanghai, Beijing, Guangzhou, and Shenzhen, and have been working to increase brand awareness of our bridal ring specialty store, "I-PRIMO."

In mainland China, there is a high level of trust in high-quality Japanese brands, and many customers prioritize quality, design, and customer service when it comes to bridal rings. Our company has strived to provide a customer service experience befitting such an important life event as marriage, through a select-order style that allows customers to choose the ring that best suits them from a wide range of designs, and through personalized support tailored to each individual customer.

In our commercial facilities in each city, we are working to create an environment where customers can enjoy choosing their bridal rings as a special experience, by refreshing store designs and improving customer service spaces to better convey the brand's worldview to local customers.

Furthermore, we are continuously working to improve and standardize the quality of our customer service through the development of local staff and training programs in Japan. We aim to provide a consistent brand experience across countries and regions by adapting the customer service expertise we have cultivated in Japan as a bridal jewelry specialty store to local cultures and purchasing customs.

◆Future Outlook

The efforts we have cultivated over the past 10 years in store operations, customer service experience, and product/service quality improvement in mainland China are one of the important foundations supporting our future growth. As we mark our 10th anniversary in mainland China, we will continue to leverage the management know-how we have cultivated to enhance brand recognition and value in the region.
Going forward, we will continue to support our customers in choosing bridal rings that will become a lifelong memento, through "high product quality that meets Japanese standards" and "meticulous service and hospitality," and aim for further business growth.

◆Comment from President and CEO Naoki Sawano

We are deeply grateful to all our stakeholders, including our valued customers, business partners, and employees who have supported our operations locally, for their support, which has enabled us to reach the 10th anniversary of our expansion into mainland China.
Moving forward, we will continue to strive for further growth, staying close to our customers' precious feelings through bridal jewelry and remaining a trusted brand that transcends national and regional boundaries.