From a consumer electronics retailer to a lifestyle proposal company
We will take on the challenge of a new growth trajectory by forming the YAMADA
economy area, which connects the life of three generations of families.

Since its foundation over 50 years ago, the YAMADA HOLDINGS Group has continually changed its own “form” in order to pioneer a new era.
Japan’s entire consumer electronics market is now at a structural turning point. As an industry pioneer and a market leader, we quickly identify major changes in the business environment, such as the decline of birthrate and the aging population, as well as the rise of emerging overseas manufacturers. Therefore, We are restructuring our business model to promote our “Total-Living” strategy, moving beyond the confines of the consumer electronics retail store.

The “LIFE SELECT” concept store embodies the concept of “Total-Living” and has one of the largest sales floors in the region. It offers a full range of products related to “housing”, including home appliances(YAMADA's core business), furniture, home interiors, renovations, housing, financial services, and reuse products, and allows customers to choose products through an experience-oriented of living.

While the conventional consumer electronics retail business mainly targets “individual” customers, the “Total-Living” strategy targets “households” and aims to create exciting stores that three generations of families can enjoy. It also provides essential services related to “living” and “housing”. Even as society and people's values change, YAMADA has been a part of people's happy life for many years. Therefore, We know the importance of family ties that across generations.

The origins of YAMADA can be traced back to 1973, when the small local electronics store “Yamada Denka Service” was founded in Maebashi City, Gunma Prefecture. At this time, I put "Consumer Electronics Consultant” on my store sign. As you can see from the words “Service” and ”Consultant”, which were still novel at the time, I aspired to a proposal-based business that was close to the customers’ life, rather than just a product selling business. Driven by our desire to meet our customers' expectations at all costs, we have consistently maintained our “Creation and Challenge” attitude to the present day. This has shaped who YAMADA is today.

We will take on the challenge of advancing to the next stage of growth by promoting the “Total-Living” strategy, which will enable us to achieve the targets of our new five-year medium-term management plan, which begins this year. We look forward to your continued support of the YAMADA HOLDINGS Group.

Noboru Yamada
Representative Director, Chairperson and CEO