Summary of Research Findings

In the survey, we selected leading five apparel companies as well as leading homeware companies to compare their sales performance over the past decade, from fiscal year 2015 to 2024. The results revealed that the total sales of the top five homeware and lifestyle shops were 1.7 times higher than they were a decade ago. In contrast, the total sales of the top five apparel companies were only 0.82 times higher, highlighting the unfavorable state of apparel sales.
In response to these results, we surveyed the ratio of apparel stores selling homeware or lifestyle items in three commercial facilities selected in the Kanto Region in May 2025. The survey revealed that 64% of apparel stores sell homeware or lifestyle items, while the remaining 36% do not. The recent popularity of homeware items, as well as their inclusion among the remaining 69 items, suggests that more retailers will carry this category.
*Company performance data is based on publicly available information and includes only select homeware and lifestyle categories.

Noteworthy Topics

Trend of Selling Homeware and Lifestyle Items by Specialty Apparel Stores

Recently, many specialty apparel stores have started selling home goods and lifestyle products. 
This reflects their intention to suggest lifestyles rather than simply sell clothing.
These efforts are expected to increase customers’ average spending and the frequency of their store visits, thereby strengthening brand loyalty.

Research Outline