Mash Group Official App 'MASH STORE' Replaced

CORIN Inc. (Headquarters: Shinjuku-ku, Tokyo; CEO: Seiko Nakamura; hereinafter “CORIN”), provider of the thought-driven app package “TENCO,” announces its selection as the development partner for the complete replacement of the official Mash Group app “MASH STORE,” operated by Mash Holdings Inc. (Headquarters: Chiyoda-ku, Tokyo; President & CEO: Hiroyuki Kondo; hereinafter “Mash Group”).

Mash Group operates multiple businesses across fashion, beauty, food & beverage, and lifestyle, managing a diverse portfolio of 50 brands, including “SNIDEL,” “gelato pique,” “FRAY I.D,” and “Cosme Kitchen.” Due to differing worldviews and value systems across business domains, as well as significant variations in category structures, user intentions, and contexts across brands, the company’s app inherently faced a “multi-layered structural complexity.”

However, the previous app platform could not adequately represent this complexity, resulting in compromised brand worldviews and difficulty creating intuitive navigation paths that allowed users to naturally “discover” products within their own context. To address this, the thought-driven SaaS “TENCO” was adopted, enabling the direct translation of brand philosophies into UI/UX and allowing multiple brands, types, categories, and user contexts to coexist within a single app.

Rebuilt App Experience with Full Native Implementation

In this replacement, all major app navigation flows—from product listings to product details and search functions—were rebuilt entirely with full native technology. This delivers enhanced usability through fast rendering and smooth animations, along with intuitive operability. At the same time, to preserve each brand’s unique worldview, elements such as image presentation on product detail pages, information hierarchy, and review visibility were meticulously designed according to each brand’s philosophy, enabling users to experience products online with the same “in-store warmth” as physical retail.

Additionally, the cross-brand search navigation was redesigned to enhance “discoverability” for diverse user contexts, including purpose-driven shoppers, brand-worldview-focused fans, and lifestyle-oriented explorers.

TENCO Marketing Features Enabling a New 'Discovery Experience'

Leveraging TENCO’s marketing features, the app has been equipped with numerous new functions designed to evolve it into a “daily must-open” platform. These features deliver integrated online-offline experiential value and can be flexibly configured via TENCO’s admin interface, ensuring consistent brand worldviews through tailored animations and UI—without compromising the “consistency of worldview” that Mash Group values.

- Consecutive Launch Gacha: Users receive rewards for launching the app three days in a row. - Daily Gacha: A daily lottery to encourage continued engagement. - Shopping Stamp Rally: An offline-linked stamp rally to promote in-store exploration.

Designing Apps from Thought: The Thought-Driven SaaS 'TENCO'

TENCO breaks away from the conventional SaaS model of “adapting business to templates.” Instead, it is a thought-driven app package that evolves the product to “fit the business” by deeply understanding the enterprise’s philosophy, customer experience, and revenue structure.

Rather than forcing business value and customer experience into standardized UI/UX, TENCO designs app experiences starting from the brand’s core thought, maximizing sales, LTV, and customer loyalty.

With a fully headless architecture, TENCO combines the flexibility of custom development with the stability of SaaS. By co-creating the entire process—from proposal and design to development and operation—with clients, starting from “thought,” it enables the reproducible delivery of unique, one-of-a-kind app experiences.

CORIN aims to establish a unique category of “SaaS that mass-produces thought,” setting a new standard for app development that accurately conveys corporate uniqueness and philosophy.

“TENCO”: https://www.tenco.jp/lp

About CORIN Inc.

With a rare female CEO perspective in the IT industry, CORIN values meticulous care for clients and services, along with innovative ideas, offering end-to-end solutions from planning and design to post-development support. Through its thought-driven SaaS “TENCO,” the company is committed to translating corporate worldviews and philosophies into app experiences to maximize customer engagement.

CEO: Seiko Nakamura

Company: CORIN Inc. (Korin)

CEO: Seiko Nakamura

Headquarters: 13-11 Yotsuya 3-chome, Shinjuku-ku, Tokyo Biz Feel Yotsuya 3-chome 1F & B1F Founded: July 10, 2015 URL: https://www.corin.ne.jp/ Business: Providing the app platform “TENCO” Support for client in-house product development Design production