Orion Beer's licensing business is expanding rapidly. Sales of merchandise such as Orion T-shirts, which are popular among tourists, are expected to reach approximately 3 billion yen in fiscal 2024 (1.5 times the previous year), and exceed 6 billion yen for the full year of fiscal 2025.
Sales fell from about 1 billion yen in fiscal 2019 to about 300 million yen in fiscal 2020-21 due to the COVID-19 pandemic, but grew rapidly in fiscal 2023 after hiring someone with experience in copyright strategy and getting the business fully underway. Currently, about 60 companies are involved, and apparel accounts for 50-60% of sales.
In addition to the hotel stores in Naha and Motobu Town, the company plans to open stores outside the prefecture from next spring. The license fee is less than 10% of sales, but the low cost and high profit margins make a significant financial contribution. Merchandise will also help the brand gain recognition outside the prefecture and overseas, and is positioned as a pillar of the company's growth strategy after listing.
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