Primo Japan Inc. (Head Office: Chuo-ku, Tokyo; Representative Director: Naoki Sawano), operator of Japan’s largest chain of bridal jewelry specialty stores, announces that it has established a wholly-owned subsidiary in Shanghai, People’s Republic of China, to support its continuing expansion overseas following its success in Taiwan and Hong Kong.

 

■Objective of the Establishment

With a drop in the number of couples marrying, a shrinking bridal market, and the entry of new competitors, Primo Japan faces an increasingly challenging market at home. Under these circumstances, the company has undertaken ongoing market research in the Asia region, with the goal of achieving its medium-term management targets and helping to turn “Primo” dreams into “Primo” happiness for as many couples as possible.

Through that research, Primo Japan also determined that, as a base for a roll-out in mainland China, Shanghai—with its growing number of marrying couples and rising income levels—represents the optimal point of entry to that market, and the ideal location for the new subsidiary.

 

■Overview

Business Name:	Primo Diamond Shanghai Trading Co., Ltd.
Date Founded:	November 30, 2015
Head Office:	1468 Nanjing West Road, Jingan District, Shanghai
Representative (Chairman):	Naoki Sawano
Description of Business:	Sales of bridal jewelry