President's Message

　DESCENTE LTD. is currently focused on enhancing corporate value strategically in three key areas: branding, strengthening product creation and launching new business ventures. Branding is led by Japan and for marketing, we have set specific individual strategies tailored to Japan, South Korea, and China.

　In Japan, the premium positioning of the “DESCENTE” brand is being promoted with investments in Direct-to-Consumer (DTC) operations, allowing direct communication of the brand’s worldview to customers. Among these initiatives, there has been a comprehensive expansion in the number of locations, sales floor space, and product range in company operated stores.In South Korea, “DESCENTE” is fostering brand loyalty by engaging customers actively through interactive experiences such as running events. In the meantime, “umbro” has been successful in targeting the MZ Generation with its products and promotions.

　In China, “DESCENTE” continues its exceptional performance. Its status as a premium sports brand is being enhanced through active store expansion and sports events featuring athletes. “Munsingwear” has marked a fresh start for the brand in China with the launch of a growth-promoting joint venture.

　Furthermore, DESCENTE LTD.’s lifeblood is Craftsmanship. There are, of course, many companies that make sportswear, but none take as much pride as this company in uncompromising dedication to craftsmanship in product creation. A prime example is “DESCENTE”’s high-quality Mizusawa Down products. The company invested over 3 billion yen to build a new factory at the Mizusawa production base in Iwate Prefecture, which commenced operations in July 2025. This renewal was not only to improve productivity but also a mark of deep respect for the craftsmanship that underpins the Mizusawa Down product. Manufacturing the Mizusawa Down product requires more than 280 steps — more than twice that of a typical down jacket — and represents the epitome of quality. With over 50 years of production in this location, the newly rebuilt factory exemplifies our philosophy of coexistence with the local community as well as creating product excellence. The story emanating from the Mizusawa factory is an irreplaceable part of the strength of the “DESCENTE” brand.

　Many challenges remain in the field of shoe production. However, shoes are essential to show the world view of a sports brand. Active development of unique shoes is now progressing through collaboration with the DISC BUSAN R&D center in South Korea.

　In January 2025, DESCENTE LTD. delisted from the Tokyo Stock Exchange and became a wholly owned subsidiary of ITOCHU Corporation. This move has strengthened ties with ITOCHU, allowing greater access to resources and functions, such as production capabilities and personnel.

　Significant benefits, for instance, can be expected from leveraging ITOCHU’s networks to expand our new business, “DESCENTE Field”, a team sports participation support site that utilizes the ideas of our employees, and gain access to personnel with experience in global strategy, particularly in Europe and North America. Delisting has also allowed a more medium-to-long term perspective, which enables bolder business decisions.

　While challenges remain, the commitment to solving them one by one and formulating strategies that will drive further growth and success is strong.

September, 2025
President and Representative Director Shuichi Koseki