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Since our foundation in 1968, we have branched out from our core mail order sales business into a wide range of services with “customer-driven and customer-focused” as keywords, in line with our corporate philosophy of “enriching customers’ lives through food, clothing, lifestyle and recreational goods and services.”

The driving force of Belluna’s success is our “portfolio approach”, which involves effectively using the management resources cultivated through our mail order business to branch out into diverse business areas, thus achieving stable growth and profitability. Not only does each of our businesses contribute to growth and profitability as individual pillars, they also show synergy with each other, generating new value.

The Belluna Group reorganized our business segments in order to make it easier to understand the details and progress of each segment, and since FY2022 has adopted a new approach to divide these segments based on products and services we provide. The new segments consist of the following 8 businesses: General Mail Order Business, Cosmetics and Health Foods Business, Gourmet Food Business, Nurse-Related Business, Database Use Business, Kimono-Related Business, Property Business, and Others.

Our mid and long-term policy is to "reach maturity as a mail-order trading conglomerate through achievement of 300 billion yen in sales while earning 30 billion yen in operating income."

Under our 5th Business Plan, Belluna aims to achieve the segment-by-segment goals by making each business more firm and stable and by continuing to mature our portfolio management that exerts synergistic effects with each other, simultaneously focusing on implementation and promotion of: internet strategies including social media, practical personnel development, and M&A seeking for yet another synergistic effect.

Kiyoshi Yasuno
President and CEO

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