Estore to Refresh Corporate Logo and "Shop Serve" Service Logo from July 2026!

Estore Corporation (Location: Minato-ku, Tokyo; CEO: Kenji Yamamura, hereinafter Estore), a group company of BASE, Inc., is pleased to announce that it will refresh its corporate logo and the service logo for "Shop Serve," its support-oriented e-commerce construction and operation support service, effective July 6, 2026 (Mon).

◼︎ Background of Logo Refresh

Estore has supported numerous e-commerce businesses, primarily through its support-oriented e-commerce construction and operation support service, "Shop Serve." In recent years, the e-commerce market has evolved rapidly. While the utilization of technologies such as AI is advancing, operational challenges such as a lack of resources for "optimal strategy design and daily sales promotion/operation execution" have become apparent due to factors like labor shortages. In response to these market changes, Estore is embarking on new challenges for the next phase of growth, valuing the trust and achievements built with its clients. While maintaining the strengths of its existing services, the company will further enhance its role in providing end-to-end support, from strategy formulation to daily operations and execution, to more deeply support clients' business growth. To express this new challenge and determination for the future, we have decided to refresh the design of our corporate logo and the "Shop Serve" service logo.

◼︎ About the New Logo

<New Logo Design and Colors>

The new logo design embodies the concept of "deepening" our commitment to more profoundly support clients' growth, while cherishing the history built since our founding and the relationships of trust with our clients.

1. Inheritance of Trust "Trust Navy"

Inheriting the "E" motif and navy, which represents sincerity and trust, from our previous logo. The new color has been updated to a deeper hue, expressing a strong will to drive the sustainable business growth of our clients and a sense of stability.

2. New Symbol "Intent Red"

The "red (Intent Red)" incorporated as a new accent represents the "people," "heart," and "passion" that we value. "Intent" also means "purpose," "objective," "will," and "strong determination." This color embodies our intention to stand by our clients' businesses and support their daily operations and execution together.

<New Logo Transition Period> The logos displayed on our corporate site, service site, and other platforms will be gradually updated starting July 6, 2026 (Mon). There are no planned service interruptions associated with this transition.

◼︎ Comments from Kenji Yamamura, Representative Director and CEO of Estore Corporation

Estore will mark one year since joining the BASE Group on July 18th. Over this past year, we have leveraged the group's foundation to establish a system for providing even greater value to our clients. Since the release of "Shop Serve," our support-oriented e-commerce construction and operation support service, in 2006, Estore has supported clients' businesses from a systems perspective for over 20 years. This logo refresh represents our determination to go beyond system provision and to commit ourselves endlessly to our clients' operations. While inheriting the core of our previous logo design, we have updated navy, which represents sincerity and trust, to a deeper "Trust Navy," and added "Intent Red" as a new accent color symbolizing the "people," "heart," and "passion" that we value. With the sentiment embedded in this new logo, we will continue to contribute to our clients' next growth by combining technology and human passion, unique to "Shop Serve."

"Shop Serve" will continue to stand by the challenges of our clients operating online stores and support them from daily operations to business growth.

End

About "Shop Serve" https://shopserve.estore.jp

"Shop Serve" is a support-oriented e-commerce construction and operation support service that assists from setup to operation and growth. We provide services to a wide range of companies, from small and medium-sized businesses to large corporations nationwide. In addition to a highly stable and flexible system design, it features an environment that supports store growth and efficient operation, including operational support by dedicated support staff and strengthening repeat measures using CRM functions. Furthermore, it is equipped with the industry's highest level of APIs, enabling direct integration with various external tools and services, allowing for flexible expansion without the need for additional custom development.

[Company Profile]

Company Name: Estore Corporation (English Name: Estore Corporation)

Representative: Kenji Yamamura, Representative Director and CEO

Location: Midtown Tower, 9-7-1 Akasaka, Minato-ku, Tokyo, 107-6205

Established: February 17, 1999

Capital: 100 million yen

URL: https://estore.jp

Business Description: Support-oriented e-commerce construction and operation support service "Shop Serve"

Affiliated Companies: BASE, Inc.

Estore Corporation is a wholly-owned subsidiary of BASE, Inc.

About BASE, Inc.

Company Name: BASE, Inc. (English Name: BASE, Inc.)

Stock Code: 4477 (TSE Growth)

Representative: Yuta Tsuruoka, Representative Director and CEO

Location: Sumitomo Fudosan Roppongi Grand Tower 37F, 3-2-1 Roppongi, Minato-ku, Tokyo, 106-6237

Established: December 11, 2012

Capital: 8.84754 billion yen (as of the end of December 2025)

URL: https://binc.jp

Business Description: Planning, development, and operation of the online store creation service "BASE," the shopper service "PAY ID," and the fundraising service "YELL BANK."

Affiliated Companies: PAY Co., Ltd., want.jp Co., Ltd., Estore Corporation, Port Co., Ltd.