Marui
Marui is a Japanese urban retail brand known for fashion-oriented commercial buildings, younger-customer merchandising, and its historical integration of retailing with consumer credit.
Last updated October 14, 2026
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Overview
Marui is a Japanese retail brand whose history combines department-store-style merchandising, installment sales, consumer finance, and urban youth culture. Its origins date to February 1931, when Chuji Aoi opened an installment-sales business in Nakano, Tokyo, after separating from Maruni Shokai. The business initially focused on furniture and household goods, using installment payments to make expensive durable goods more accessible to ordinary consumers. In March 1937, the business was incorporated as Marui Co., Ltd. The company developed an unusually close relationship between retail and finance. In 1960, it changed the name of its monthly-payment system to “credit” and issued what the company describes as Japan’s first credit card. It also introduced computerization early, installing an industry-leading computer system in 1966, launching an online point-of-sale credit inquiry system in 1974, and beginning on-the-spot card approval and issuance in stores in 1975. These capabilities allowed Marui to treat credit not simply as a payment method but as an integrated part of the shopping experience. During the 1970s and 1980s, Marui shifted away from its earlier concentration on furniture and other durable goods and repositioned itself around fashion, accessories, and younger shoppers. The transition was led during the presidency of Tadao Aoi, who succeeded Chuji Aoi as president in 1972. As Japan’s postwar economic growth reduced the need for installment financing of furniture, Marui sought new demand among younger consumers who were increasingly interested in clothing, personal style, music, and urban leisure. The company’s stores became associated with youth-oriented fashion and with a distinctive building-based retail format rather than with conventional department-store membership. The brand’s visual identity is commonly rendered as “0101” or “OIOI.” The repeated circular and vertical forms are read in Japanese as a stylized representation of “Marui,” while the 0101 motif was reinforced by the company’s decision to standardize store telephone numbers ending in 0101 during the 1970s. Marui has operated several store formats and names, including Marui City, Marui Family, Modi, and specialist or concept-led locations. Its assortment has included women’s and men’s fashion, accessories, cosmetics, household goods, furniture, sports merchandise, interior products, character and subculture goods, and selected traditional products. The company continued to modernize its retail and financial operations through the 1990s and 2000s. It launched mail-order activities, created specialist store concepts, expanded electronic commerce, and introduced the Marui Card and later EPOS Card businesses. In 2006, the group began issuing EPOS Cards, strengthening the connection between stores, card membership, payment services, and customer data. In October 2007, the former operating structure was reorganized into a holding-company system and the listed parent adopted the name MARUI GROUP CO., LTD.; the retail business was transferred to a newly established MARUI CO., LTD. This distinction is important because “Marui” can refer both to the customer-facing retail brand and to the operating company within the publicly listed group. In the 2010s and 2020s, Marui and its parent group increasingly emphasized digital commerce, partnerships with emerging brands, inclusive retail, sustainability, and the convergence of retail with financial technology. Marui has supported online shopping and fashion-content services, including MARUIONE.JP and related digital initiatives. The group has also promoted products and services connected to renewable energy, environmentally preferable payment cards, financial inclusion, and its 2050 vision for an inclusive society. The planned redevelopment of Shibuya Marui, announced in 2022, was presented as a transformation into a large-scale timber commercial facility scheduled for 2026. Today, Marui remains primarily a Japanese urban retail and commercial-property brand, operating within the broader MARUI GROUP structure. Its historical differentiation lies in its ability to combine fashion-led physical stores, youth-oriented merchandising, credit and payment services, digital channels, and experimental partnerships. Although its international presence has been limited compared with global department-store or apparel groups, its 0101/OIOI identity is highly recognizable in Japan and its historical role in normalizing consumer credit has made it an important Japanese retail institution.
History
Marui began in February 1931 when Chuji Aoi opened an installment-sales business in Momozono-cho, Nakano-ku, Tokyo. Aoi had separated from Maruni Shokai and built a business around making furniture and household goods affordable through monthly payments. The store adopted the Marui name in 1935, opened a new location on the site of the former Nakano flagship in 1936, and was incorporated as MARUI CO., LTD. in March 1937 with capital of ¥50,000. The company suspended operations during wartime restrictions in 1941 and resumed business after the war, initially selling furniture for cash before restarting installment sales in 1950. It rebuilt its Nakano flagship in 1947, opened a Shinjuku station-front store in 1948, and expanded to Shibuya in 1958. In the 1950s, Marui lengthened payment terms and began using mass-media advertising, helping establish a recognizable consumer-facing retail identity. A decisive turning point came in 1960. Marui renamed its monthly-payment system “credit” and issued what it describes as Japan’s first credit card. It established logistics and advertising subsidiaries, introduced an industry-leading computer in 1966, and developed systems that made credit approval faster and more convenient. The company listed on the Second Section of the Tokyo Stock Exchange in 1963 and later moved to the First Section in 1965. By the fiscal year ended January 31, 1970, Marui had become the leading company in Japan’s monthly-payment credit industry. In 1972, Tadao Aoi became president while Chuji Aoi moved to the chairmanship. The company introduced a point-of-sale online credit inquiry system in 1974 and began issuing cards immediately at stores in 1975. At the same time, the structure of Japanese consumption was changing. As household incomes increased, demand for installment financing of furniture and other durable goods weakened. Marui responded by moving decisively toward fashion and younger customers rather than abandoning retailing for finance alone. The fashion repositioning shaped the company’s modern identity. During the 1970s and 1980s, Marui opened and expanded stores in major urban locations, introduced the OIOI campaign, standardized store telephone numbers ending in 0101, developed specialized buildings and departments, and launched mail-order initiatives such as Voi. Its merchandise broadened from furniture and household goods to clothing, accessories, cosmetics, sporting goods, interior products, and youth-oriented lifestyle categories. The company’s stores became closely associated with younger consumers and with urban Japanese fashion culture. The 1990s brought both continued innovation and the end of Marui’s uninterrupted growth period. The group introduced new store concepts, opened locations such as Marui Family Mizonokuchi, expanded card operations, and developed specialist formats. In the fiscal year ended January 31, 1991, it recorded its thirtieth consecutive year of revenue and profit growth. The collapse of Japan’s asset-price bubble then weakened consumption and credit demand, forcing the company to reconsider its business model and store portfolio. During the 2000s, Marui pursued greater integration of retailing, credit, logistics, information technology, and electronic commerce. It opened Kobe Marui as its first Kansai store, launched EPOS Card issuance in 2006, created e-commerce and mail-order businesses, and established new operating companies. In October 2007, the group adopted a holding-company structure and changed the listed parent’s name to MARUI GROUP CO., LTD. The retail business was transferred to a newly established MARUI CO., LTD., while credit and payment activities were organized separately. Since the 2010s, Marui and MARUI GROUP have placed increasing emphasis on digital commerce, co-creation with partner brands, sustainability, financial inclusion, and inclusive store design. The group has supported renewable-energy services through EPOS-linked initiatives, introduced cards using recycled plastic materials, and formulated a 2050 vision focused on contributing to an inclusive society. Marui has also continued to use its stores as platforms for fashion, entertainment, pop culture, emerging brands, and community-oriented experiences. The redevelopment of Shibuya Marui announced in 2022 represented another strategic transition. After closing temporarily in August 2022, the site was scheduled to be rebuilt as a major timber commercial facility targeted for opening in 2026. This project reflected the group’s attempt to combine retail experimentation, environmental ambitions, architecture, and urban regeneration. Marui therefore remains more than a conventional department-store chain: it is a Japanese retail platform whose distinctive model has historically joined physical stores, consumer finance, fashion culture, digital services, and commercial real estate.
- 2022
Shibuya Marui redevelopment was announced
[6]The group announced a rebuilding project intended to create a major timber commercial facility for a planned 2026 opening.
- 2020
Renewable-energy EPOS Card collaboration launched
[5]MARUI GROUP introduced a Minna-denryoku EPOS Card and related renewable-energy customer initiative.
- 2007
MARUI GROUP adopted a holding-company structure
[1]The listed group changed its name to MARUI GROUP CO., LTD. and separated retailing from credit operations.
- 2006
EPOS Card issuance began
[1]The group began issuing EPOS Cards as a successor development of its store-card and consumer-finance model.
- 1994
Marui Card was introduced
[1]The company began issuing the Marui Card, strengthening its retail-membership and credit ecosystem.
- 1991
Thirty consecutive years of growth were recorded
[2]Marui reported its thirtieth consecutive year of increased revenue and income before the post-bubble downturn.
- 1988
Voi mail-order service was launched
[1]Marui expanded beyond stores through its Voi mail-order catalogue.
- 1975
On-the-spot card issuance began
[1]The company began offering in-store approval and issuance for its Akai Cards.
- 1974
Online credit authorization was introduced
[1]Marui launched what it describes as the industry’s first point-of-sale online credit inquiry system.
- 1973
The OIOI and 0101 identity was developed
[1]Marui began the OIOI campaign and standardized store telephone numbers ending in 0101.
Products and positioning
Urban, fashion-led retail aimed particularly at younger and style-conscious consumers, supported by digital commerce, commercial-property operations, customer membership, and related financial services.
Retail stores · 1931
Marui urban stores
Marui stores are urban, multi-floor retail buildings offering fashion, accessories, cosmetics, lifestyle goods, entertainment-related merchandise, and specialist tenants. Unlike traditional department stores organized primarily around luxury and established brands, Marui historically emphasized accessible fashion, younger consumers, customer experience, and the integration of store credit with shopping.
Retail format · 1998
Marui City
Marui City is a major store format used for selected urban locations. These properties combine fashion, accessories, beauty, lifestyle products, food or entertainment-related tenants, and changing pop-up or specialist concepts. The format reflects Marui’s long-running practice of adapting individual buildings to local demand rather than operating every location as an identical department store.
Retail format · 1997
Marui Family
Marui Family is a store format associated with broader household, family, fashion, and lifestyle needs. It extends the Marui name beyond its strongest youth-fashion associations and has been used in suburban or regional commercial settings.
Commercial retail format · 2006
Modi
Modi is a related commercial format developed for lifestyle, fashion, entertainment, dining, and specialist retail. Modi locations represent Marui’s move toward flexible, tenant-oriented commercial properties and away from a single standardized department-store formula.
Consumer finance and payment services · 2006
EPOS Card
EPOS Card is the group’s principal modern payment and customer-membership platform. It developed from Marui’s earlier store-card and installment-credit businesses and connects payment services, shopping benefits, financial products, and customer relationships across Marui and external partner channels.
E-commerce and digital media · 2007
MARUIONE.JP
MARUIONE.JP was an international-facing online shopping and information platform associated with Japanese street fashion, traditional goods, music, visual-kei culture, and related lifestyle content. It represented Marui’s early effort to reach audiences outside its physical store network.
Mail-order and digital commerce · 1988
Voi
Voi was Marui’s mail-order catalogue and commerce initiative. It helped extend the company’s fashion and lifestyle assortment beyond physical stores and served as an early precursor to later digital and e-commerce activities.
Marketing campaigns
- 2020Minna-denryoku renewable-energy initiative
Japan
MARUI GROUP worked with Minna-denryoku to encourage customers to shift toward renewable energy and connected the initiative with a dedicated EPOS Card.
Outcome. The initiative linked customer payment services with renewable-energy participation; the associated cards later used environmentally preferable materials.
- 1987Christmas Gift Campaign
Japan
Marui launched a gift campaign linked to Christmas shopping and seasonal promotions.
Outcome. The initiative broadened Marui’s seasonal merchandising and promotional calendar.
- 1979Sparkling Sale
Japan
Marui introduced the Sparkling Sale program as a recurring promotional and seasonal sales initiative.
Outcome. The program became part of Marui’s long-running retail-promotion history.
- 1973OIOI campaign
Japan
Marui began the OIOI campaign and aligned the brand’s store communications with the 0101 telephone-number motif.
Outcome. The campaign reinforced the distinctive OIOI/0101 identity that remains associated with Marui.
- 1967Sekai no Ikkyuhin
Japan
Marui launched the “World-Class Products” campaign to present selected merchandise as high-quality or globally distinctive products.
Outcome. The campaign became part of Marui’s historical merchandising and promotional development.
Brand decisions
2022
Shibuya Marui redevelopmentGeneration changeBackground
Shibuya Marui had operated since 1971 and was presented as one of the group’s flagship properties.
Action taken
MARUI GROUP announced the temporary closure and rebuilding of the store as a major timber commercial facility, with a planned 2026 opening.
Aftermath
The project repositioned a historic Marui location around timber architecture, sustainability, urban regeneration, and a new commercial experience.
2020
Renewable-energy EPOS CardProduct launchBackground
MARUI GROUP sought to connect sustainability initiatives with its customer and payment platforms.
Action taken
The group launched the Minna-denryoku EPOS Card and related services intended to make renewable-energy participation easier for cardholders.
Aftermath
The project became an example of the group’s attempt to integrate financial services, retail relationships, and environmental objectives.
2007
Adoption of a holding-company structureStrategyBackground
The group operated several related activities, including retail, credit, logistics, information technology, and commercial services.
Action taken
The listed parent changed its name to MARUI GROUP CO., LTD. and reorganized retail and financial operations into separate operating companies, including MARUI CO., LTD.
Aftermath
The reorganization clarified the distinction between the Marui customer-facing retail business and the broader publicly listed group.
2006
Launch of EPOS Card issuanceProduct launchBackground
Marui needed to modernize and extend its historic store-card and credit operations.
Action taken
The group began issuing EPOS Cards and expanded payment and membership services beyond the legacy Marui Card.
Aftermath
EPOS became a central pillar of the group’s financial-services business and retail ecosystem.
1974
Deployment of online credit authorizationOtherBackground
Marui sought to make store-based credit approval faster and more consistent as transaction volumes increased.
Action taken
The company launched an online point-of-sale credit inquiry system described as an industry first.
Aftermath
The system strengthened the connection between retail operations, customer credit, and real-time transaction processing.
1972
Repositioning from furniture toward fashion and younger consumersStrategyBackground
As Japanese incomes rose, consumer demand for installment-financed durable goods such as furniture weakened during the 1970s and 1980s.
Action taken
Under president Tadao Aoi, Marui expanded fashion, accessories, specialized store formats, and youth-oriented merchandising.
Aftermath
Marui became strongly associated with younger consumers, urban fashion, and a retail model that combined merchandising with consumer credit.
1960
Shift from installment sales to creditStrategyBackground
Marui’s original business was based on monthly installment payments for furniture and household goods. Postwar consumer growth created an opportunity to modernize that model.
Action taken
The company renamed its monthly-payment system “credit” and issued what it identifies as Japan’s first credit card.
Aftermath
Credit became a core strategic capability and later supported Marui’s integrated retail-finance model.
Recent events
- 2022
MARUI GROUP announced redevelopment of Shibuya Marui as a timber commercial facility[6]
Other · strategy
The group announced that Shibuya Marui would temporarily close on August 28, 2022, for rebuilding as a large-scale timber commercial facility, with reopening planned for 2026.
- 2020
MARUI GROUP launched a renewable-energy collaboration connected to EPOS Card[5]
Product launch · Campaign · Other
MARUI GROUP launched a project with Minna-denryoku to encourage customers to shift toward renewable energy and introduced a related Minna-denryoku EPOS Card.
- 2007
MARUI GROUP reorganized into a holding-company structure[1]
M&A · strategy · Other
The listed group changed its name to MARUI GROUP CO., LTD. and separated retailing and credit-related activities into operating subsidiaries, including the new MARUI CO., LTD.
- 2007
MARUIONE.JP introduced international online shopping and information services[7]
Product launch · Campaign
Marui launched an international-facing online shopping and information platform offering Japanese street fashion, traditional goods, and culture-related content in multiple languages.
- 2006
EPOS Card business expanded Marui's retail-finance model[1]
Product launch · strategy
The group began issuing EPOS Cards, extending the earlier Marui Card and integrating payment services more closely with store and customer-membership operations.
Sources8 sources
- 1MARUI GROUP's History0101maruigroup.co.jp
- 2History of Transformation0101maruigroup.co.jp
- 3Company Overview0101maruigroup.co.jp
- 4Corporate Officers and Advisors0101.co.jp
- 5Greenhouse Gas Emissions Reduction0101maruigroup.co.jp
- 6Shibuya Marui Redevelopment Announcement0101.co.jp
- 7Maruien.wikipedia.org
- 8The Marui name was adoptedpdf.0101maruigroup.co.jp
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