Mobile Sales Project "axes mobility" Achieves Completion in All 47 Prefectures Nationwide

IGA Co., Ltd. (Headquarters: Echizen City, Fukui Prefecture, President and CEO: Shojun Igarashi), the operator of the ladies' apparel brand "axes femme," has successfully held events in all 47 prefectures nationwide with the conclusion of its mobile sales project "axes mobility" in Okinawa Rycom from June 18 (Thu) to June 22 (Mon), 2026.

This project began approximately four years ago with a small white company car. Over this period, it has traveled across the country, covering a total distance of approximately 50,000 km and holding 144 events. Events have been held in various locations, including current shopping centers, shopping center parking lots, former event sites, entirely new locations, and in conjunction with other events.

Continuously responding to customer requests such as "I want to see and choose products in person, even though there isn't a store nearby" and "I want to see axes femme again," the project has fostered countless encounters and reunions across the nation.

In June 2026, Okinawa Prefecture became the final location, marking the achievement of nationwide coverage in all 47 prefectures. This has evolved beyond mere mobile sales into a community nurtured alongside customers.

A Challenge That Began with a Small White Car

The origin of axes mobility was a small event held on December 19, 2021, at Katamachi Kirara in Kanazawa City, Ishikawa Prefecture.

At that time, it wasn't the dedicated pink vehicle used today, but a single white company car loaded with merchandise. It was started by President and CEO Igarashi and "Lemon Kanchō," who still travels nationwide as the main driver. Despite limited publicity, customers still visited the venue, expressing their joy at being able to see products nearby.

In response to this positive reception, the desire to "meet more customers" grew, leading to its full-scale debut on March 2022, as part of axes femme's 20th-anniversary project, at Aeon Mall Kyoto Katsuragawa. The project officially launched, touring the country with the now-iconic pink vehicle featuring the original brand pattern.

Initially, events were held sporadically, with merchandise packed into a white company car. The original wrapped vehicle, featuring the signature pink axes femme pattern, was then created.

"axes mobility" Born to Meet Customers Nationwide

axes mobility was created to deliver the products and brand experience of axes femme to customers across the country.

The objective is to visit areas where stores once existed but have since closed, areas where the brand has never had a presence, and regions where products can only be purchased online. The aim is to select clothing, enjoy conversations, and share the brand's worldview in the same space as the customers.

Currently, the project also offers sales of store-exclusive labels, mobility-exclusive merchandise, happy bags, and limited-edition gachapon.

Furthermore, when event information is announced, fans from all over the country interact with each other, and customers travel from afar, demonstrating its growth beyond simple mobile sales into a "community where fans nationwide gather."

Unchanged Connections Felt in Okinawa, the Final Location

The final prefecture to achieve nationwide coverage was Okinawa.

After the Nagasaki event concluded on June 13-14, the team boarded a ferry from Kagoshima. Despite concerns about an approaching typhoon, they arrived in Okinawa after a journey of approximately 25 hours.

Okinawa was a region where stores like Aeon Mall Okinawa Rycom and Naha Main Place once operated. However, there are currently no physical stores, and customer connections are maintained through the online shop.

During the event, many loyal customers who had used the former stores, as well as former staff who had worked at axes femme, visited. They expressed their gratitude, saying, "Thank you for coming to Okinawa," "We want you to come again," and "We want you to open a store here again."

Customers were seen visiting multiple times during the event period, providing an opportunity to reaffirm the brand's deep-rooted presence and the affection customers hold for it, even in the absence of physical stores.

There were also many international visitors, and products from REZEN and the unisex brand were well-received.

Particularly memorable was an anecdote from an international customer who first encountered axes femme at the Lalaport TOKYO-BAY store when she lived in Chiba Prefecture.

She shared a cherished memory of gifting the clothes she purchased at the time to her daughter, who showed "the biggest smile she had ever seen." This experience has kept her a fan of the brand to this day.

It was a moment that reaffirmed the power of clothing to connect people, transcending language and borders.

Fan Meeting Held to Commemorate 47 Prefectures Completion

To celebrate the completion of events in all 47 prefectures, a "axes mobility 47 Prefectures Complete Anniversary Fan Meeting" was held on June 20, 2026.

Customers selected by lottery from over 50 pre-registered applicants were specially invited. Staff from across the country and President and CEO Igarashi also participated. A special flower presentation was made by Aeon Mall.

It was a time for customers who had used the Okinawa store in the past, those meeting the brand for the first time, and past event participants to gather and share their thoughts and memories about the brand.

Former staff who had worked at the Okinawa store also attended, leading to reunions and interactions with customers, symbolizing the expanding community built by axes mobility.

Nationwide Completion is Not the Goal, but the Start of a New "Chapter 2"

Throughout our travels across the country, the most frequently heard words have been, "Thank you for coming." And, "We want you to come again," and "We want you to open a store in this area."

We have heard these words countless times while traveling through all regions from Hokkaido to Okinawa. Customers who continue to love the brand even after stores have closed. Customers who eagerly await our events. Customers who travel from afar. Each and every one of these individuals has driven axes mobility this far.

axes mobility began in the winter of 2021 in Kanazawa City, Ishikawa Prefecture. Over approximately four years, we have visited all 47 prefectures, met diverse customers in each region, and deepened our connections with everyone at every event. However, completing coverage of all 47 prefectures is not the end. axes mobility, nurtured alongside customers nationwide, is now embarking on a new "Chapter 2."

We will continue to take on new challenges to deliver even more exciting and thrilling experiences, valuing our connections with customers regardless of whether there is a store in their region.

We will continue to be a brand that directly meets its customers. Please look forward to an even more powerful axes mobility.

IGA TOKYO

Ginza Omi Building 6F, 3-7-3 Ginza, Chuo-ku, Tokyo 104-0061

Press Contact

TEL: 0120-365-765 FAX: 03-6263-2505

Mail: [email protected]

IGA ECHIZEN BASE

13-8-9 Yaoh-cho, Echizen City, Fukui Prefecture 915-0052

TEL: 0778-23-3200