Dreamvision Fully Renews E-commerce Site, Evolving into a Lifestyle Platform

Dreamvision Inc., an apparel company operating mainly online under the concept of 'Being able to dress up cutely for any version of myself,' announced a full renewal of its official e-commerce site, effective noon on Wednesday, May 20, 2026.

In its announcement on February 12, 2026, regarding the renewal of its brand strategy and corporate logo change, Dreamvision expressed the view that a woman's definition of 'kawaii' (cute) is not fixed but exists in various forms depending on age, body type, life stage, mood, and situation. This site renewal is an initiative to embody this brand strategy on its main sales channel.

Message from CEO Tsuda Shigehisa: 'This renewal is a declaration of our evolution from a 'fashion site for young people' into a 'lifestyle platform' that fulfills the 'ideal daily life' of all women. By improving brand premium through visual updates and rigorous portfolio management, we will build a solid management foundation that meets the expectations of our shareholders and investors.'

Background and Aim: As customer needs diversify, we recognize the importance of designing experiences where customers can discover brands and products based on the emotions they feel at the moment, rather than just using the e-commerce site as a place to search for products. We will reflect the new corporate logo and brand concept throughout the site, expressed through both visuals and navigation. This aims to increase site engagement, improve customer understanding, and maximize Lifetime Value (LTV).

Details: The renewed site will be restructured to more clearly communicate the unique personality of each brand (such as Rose, bohmal, DearMyLove, Diable Baiser, and Whip). By organizing the worldview of each brand and providing navigation that allows customers to choose items based on their mood and occasion, we will create a design that lets customers experience the brand portfolio on a single site. From May 20 onwards, we plan to sequentially implement renewal commemoration sales, point-based promotions for new members, limited-time price items, and digital content distribution.