Istyle eyes global expansion with strategic investments

Istyle expects lower operating profit margins this year due to upfront investments in hiring, system upgrades and customer experience improvements across its marketing and retail segments.

The company's "total user actions" metric has grown consistently over six years, driven by physical store expansion and online-offline integration. Istyle aims for global business profitability by June 2026, leveraging South Korean operations growth and replicating its domestic flagship store model in Hong Kong.

Marketing support sales are projected to reach 11.0 billion yen for the current fiscal year.