JAPAN

News Release: Neighborhood Daily-Needs Store TRIAL GO opens its first location in Tokyo

Article - December 18, 2025

The next-generation low-cost retail model, proven through repeated trials in Fukuoka finally comes to Tokyo.

TRIAL GO Co., Ltd., a group company of TRIAL Holdings, Inc., opened its first Tokyo location, TRIAL GO Nishi-Ogikubo Station North Store (Suginami-ku, Tokyo) last month.

TRIAL GO is a retail format that enables TRIAL to enter urban areas where it has not previously operated. Positioned as a satellite-type store that receives high-frequency deliveries from nearby large-format stores, TRIAL GO offers a rich assortment and fresh produce and ready-to-eat foods even within a limited sales floor.

At TRIAL GO stores, there is a strong emphasis on providing freshly prepared, great-tasting food supervised by skilled professionals. TRIAL GO offer freshly made deli items cooked at nearby stores, and use “microwave-safe containers that do not become hot to the touch,” provided by packaging manufacturers, thereby shortening the time from cooking to serving. In addition to boxed meals and meal kits, they also stock fresh foods and time-saving cooking products, broadly supporting customers’ everyday dietary needs.

TRIAL GO also promotes labor-saving, efficient store operations through technology. Along with self-checkout registers, they have introduced face-recognition payment and remote age verification, creating an operating structure that is close to fully unmanned checkouts. TRIAL GO also manage stores remotely using the shelf-monitoring system “Retail EYE,” and utilize multiple in-store digital signage displays as retail media that promote products in line with customers’ shopping times, directly boosting sales. Through these initiatives, they have realized a low-cost operation that can be run with 30 person-hours, proposing a new form of urban retail.

The new retail model that balances “food” and “urban low-cost operations,” which has been repeatedly validated in Fukuoka, can now be expanded and tested in Tokyo by leveraging Seiyu’s large-format stores as satellite hubs following TRIAL’s management integration with Seiyu. With a large-format store nearby and a substantial residential population, they will open in the Nishi-Ogikubo area.

Comment from Takara Hiroishi, President & CEO, TRIAL GO Co., Ltd.

With this first store opening in Tokyo, TRIAL GO aims to demonstrate new possibilities for urban retail by bringing to life in Tokyo what we have validated in Fukuoka. This will be a major initiative that maximizes the synergy created through the TRIAL–Seiyu management integration. Through TRIAL GO, the company will support people’s daily diets while continuing to verify the ideal form of next-generation retail.

Store Information

TRIAL GO Nishi-Ogikubo Station North Store — Basic Information

• Address: 3-21-8 Nishiogikita, Suginami-ku, Tokyo

• Business Hours: 24 hours, open year-round

• Store Floor Area: Approximately 50 tsubo (approx. 165 m²)

Company Profiles:

TRIAL Holdings, Inc.

• President & CEO: Hiroyuki Nagata

• Head Office: 1-12-2 Tanotsu, Higashi-ku, Fukuoka City, Fukuoka Prefecture

• Established: September 2015

• Capital: ¥19,812,837,100 (as of June 30, 2025)

• Net Sales: ¥803.8 billion (FY ended June 2025, consolidated)