Key Facts
• October 22, 2025: Trial Holdings and Seiyu start selling each other’s private brands.
• Trial acquired Seiyu in July 2025 to enhance low-cost product offerings.
• Seiyu’s 244 stores and some of Trial’s 358 stores participate in the initiative.
• Seiyu offers up to 203 Trial private brand items, including “Trial Bread” priced at ¥95.
• Trial sells up to 122 Seiyu private brand items, such as retort curry from the “Everyone’s Seal of Approval” series.
• Both companies plan to expand the range of private brand products over time.
• Seiyu begins a sale on 540 items, with an average price reduction of 20.7%.
• The largest discount is 48% on refrigerated dumplings.
• The sale runs until October 26, 2025, targeting consumers facing high living costs.
Summary
Trial Holdings and Seiyu have launched a collaboration to sell each other’s private brand products, following Trial’s acquisition of Seiyu in July 2025. This initiative, starting October 22, 2025, involves Seiyu’s 244 stores and select Trial locations, offering up to 203 and 122 private brand items, respectively. Seiyu has also initiated a sale on 540 items, with discounts averaging 20.7%, including a 48% reduction on refrigerated dumplings. The sale, running until October 26, 2025, aims to provide affordable options for consumers amid rising living costs. Both companies plan to expand their private brand offerings to strengthen their low-cost product lineup.
