Harumeku Inc. (Head Office: Shinjuku-ku, Tokyo; CEO: Takao Miyazawa; wholly owned subsidiary of Harumeku Holdings Inc.), publisher of “Harumeku,” the No. 1 selling women’s magazine (※1), will open “Harumeku Store Matsuzakaya Ueno Store” on the second floor of Matsuzakaya Ueno Store on Wednesday, October 23rd, selling original products aimed at women aged 50 and over.
(※1) Japan ABC Association Publisher Report (July to December 2023)
*The photo is an image of the store.
The Harumeku store sells products sold in the mail order catalogs “Harumeku Fashion” and “Harumeku Health and Living” that are delivered together with the magazine “Harumeku”. You can purchase a variety of products such as original fashion items, cosmetics, and underwear developed for women over 50. Harumeku store has expanded its store network nationwide to Tokyo, Chiba, Kanagawa, Saitama, Hokkaido, Miyagi, Aichi, Kyoto, Osaka, Fukuoka, Kumamoto, etc. In fiscal 2024, six stores have already opened in Sendai, Hibiya, Chiba, Kumamoto, Funabashi, and Ikebukuro. This time, due to the favorable sales of mail order and stores in the metropolitan area, and to increase convenience for customers of the Harumeku generation, we have decided to open a store at Matsuzakaya Ueno store in Ueno, the northern gateway. At Matsuzakaya Ueno store, we aim to be a store where you can actually see, touch, try out our products, and enjoy the Harumeku world through shopping.
Products sold at “Harumeku Shop Matsuzakaya Ueno Store”
The Harumek store will sell a wide range of products, including fashion, cosmetics, underwear, and shoes, all of which have been developed to thoroughly reflect the voices of the Harumek generation. 
■Fashion We often hear women in their 50s say, “My clothes don’t suit me anymore,” but this is because as we get older, our bodies change and regular clothing sizes no longer fit us. We measure our customers’ sizes regularly, set sizes that suit their generation, and provide clothes that flatter the bodies of women over 50. We also carry bags and accessories that are suitable for a variety of situations.
■ InnerwearIn light of the problems of tightness and itching caused by age-related changes such as a decrease in skin moisture, weakened muscles and bones, Halmek offers innerwear for women over 50 that reduces the burden on the skin and allows them to spend their days in comfort. ■CosmeticsWe introduce original cosmetics developed with a focus on various concerns and gentle ingredients, with the basic function of moisturizing dry, aging skin.We also offer suggestions on how to use them to suit the lifestyles of women over 50. 
■Shoes (Harumek original) In this era of 100-year life spans, Halmek’s original shoes were developed in collaboration with physical therapists with the aim of “keep walking on your own feet for the rest of your life.” We aim to make shoes that are pain-free and allow you to “walk correctly and easily.” With the functionality of our shoes and uplifting designs, we will support our customers in walking on their own feet for the rest of their lives. We also have a foot measurement corner where we can measure the balance and shape of your feet and recommend the perfect shoes for you. 
Harumeku Shop Matsuzakaya Ueno Store Opening Commemorative Campaign
To commemorate the opening of the Harumeku store at Matsuzakaya Ueno, the first 100 customers who visit the store will receive 60g of “Hojucha,” a popular tea on Harumeku’s online store. “Hojucha,” sold on Harumeku’s online store, is made using 18 kinds of Japanese and Chinese ingredients, each of which is carefully roasted to make it easy to drink. Even though it is a health tea, it has no bitterness and is caffeine-free, so people of all ages can drink it with ease.
Harumeku store recommended ranking
■ 1st place ZU-BON Pull-on Straight (double weave dobby) 7,990 yen (tax included) A new brand from Halmek that solves the body shape problems of adult women! These pants have a fully elastic waist, so you can put them on easily just by pulling them. Please come to the store and experience the material that fits your body and the 3D gusset for a neat silhouette.
■ 2nd place: Harumeku Health Support/Pelvic Floor Muscle Support Shorts (All-Year) 2,981 yen (tax included) Series total sales of approximately 600,000 units (※2)! These shorts, jointly developed by Harumeku and a urologist, support the pelvic floor with the fabric in the crotch area, making it easier to be aware of the pelvic floor muscles, which are part of the pelvic floor. (※2) Total sales of the series from October 2016 to April 2024
■ 3rd place: Halmek MSM Cream 7,150 yen (tax included) “MSM Cream is great for massaging into your knees, hips, and shoulders!” is a popular product that has been sold at Halmek for over 10 years. It spreads well and is not sticky, making it easy to massage into, and the gentle herbal scent has many fans. If you massage into your knees or hips when you wake up in the morning and feel stiff, or if you’re feeling a bit concerned about your knees or hips, the herbal scent will leave you feeling refreshed.
■ 4th place: Total sales of the Halumek shoe series have exceeded 55,000 pairs (※3). These original Halumek shoes were jointly developed with physical therapists with the aim of helping people to “continue walking on their own two feet for the rest of their lives” in this era of 100-year lifespans. The shoes are made with the aim of helping people “walk correctly and easily.” With the functionality of the shoes and uplifting designs, the company will support customers in walking on their own two feet for the rest of their lives. (※3) Total number of pairs sold in the series from October 2020 to January 2024
On the occasion of the opening of the Harumeku store at Matsuzakaya Ueno (Business Manager Susumu Katsuya)
“Harumeku Omise” is a store where you can try on and check out carefully selected products from the “Harumeku” mail order catalog. In addition to the products listed in the catalog, we also have original fashion that is only available in the store, and we hope to propose a fulfilling lifestyle for our customers. “Harumeku Omise” has been established in 11 prefectures nationwide so far, and the sales on the floors where we have opened are always ranked high. This time, in order to strengthen sales in the metropolitan area and improve convenience for the Harumeku generation, we have decided to open a store in Matsuzakaya Ueno store in Ueno, which is known as the northern gateway. We aim to create a store that is loved by everyone by allowing customers to experience products and services that cannot be conveyed by catalogs alone, pursuing the benefits of a physical store. ■Store information・Store name: Halmek Shop Matsuzakaya Ueno Store ・Address: 2nd floor, 5-29-3 Ueno, Taito-ku, Tokyo 110-8503 ・Telephone number: 0120-15-8220 (For inquiries about Halmek Shop only) ・URL: https://ec.halmek.co.jp/shop/e/eomise/
The Harumeku Group offers a wide range of services, including the No. 1 women’s magazine sales, “Harumeku.”
We deliver valuable information to help women in their 50s and above live positively and cheerfully. It is packed with a wide range of information, including health, cooking, fashion, money, and interviews with celebrities. In addition, regular subscribers to the magazine “Harumeku” receive a catalogue along with the magazine, as well as online mail order sales. The products sold are diverse, including fashion, innerwear, cosmetics, beauty, and health, and are supported by many women by thoroughly researching and reflecting the opinions of users through their own think tank, the “Harumeku Lifestyle Expert Research Institute.” ■ Company Profile Company name: Halmek Co., Ltd. Representative: President and CEO Takao Miyazawa Head office location: 1-1 Kagurazaka 4-chome, Shinjuku-ku, Tokyo 162-0825 Established: July 24, 2012 Business description: Publishing and mail order business Company website: https://www.halmek-holdings.co.jp/company/group/halmek/ Halmek 365: https://halmek.co.jp/
