Ryohin Keikaku Co., Ltd. as a Purpose Company

Abstract

Many of the attention-grabbing “purpose” companies have a background of strong leadership by charismatic managers, the spirit of the founding family, and long traditions. In contrast, the difference between Ryohin Keikaku, which advocates a “second foundation,” stands out. The company's purpose began with the strong antithesis to the excessive consumption society, “Wake atte Yasui.” After that, it changed to “Korede Ii”, which finds significance in rediscovering the value of familiar things, and “Kanjiyoi Kurashi”, which aims for a positive feeling rather than affluence and comfort. Behind this is a corporate culture that constantly asks itself, “Is it useful?” The latest purpose is a “Kanjiyoi Kurashi to Shakai”（Truthful and Sustainable Life for All）that plans a society that includes not only consumers but also stakeholders such as producers, employees, and communities. This goes beyond the realm of retail.