Tsuruha and Welcia launch their first shared private brand since merging, Plus One
Tsuruha Holdings has unveiled Plus One, a four-category private brand built jointly across its merged Tsuruha and Welcia drugstore chains — the first shared product the integration has put in front of customers, with some items also reaching AEON Group stores from October.
Tsuruha Holdings said on October 21 that it has launched Plus One ("karada to kurashi ni +1"), a new private brand covering four categories -- healthcare, beauty, home and food -- developed jointly across its Tsuruha and Welcia drugstore chains through Tsuruha Group Merchandising Co., Ltd. The company said the brand draws on both groups' combined consumer insight and product-development know-how.
The company positions Plus One as more than a low-price label: it says the aim is to become a "life store" that supports customers' daily lives by adding a small extra -- kindness, delight, craftsmanship or an idea -- to ordinary products, built around two concepts it calls "plus one" and "only one," the latter meaning individuality. Five product themes sit underneath that: health, beauty, taste, nutrition and value.
Tsuruha launched the brand with a two-minute, 18-second brand film and newspaper advertisements that ran the same day in the morning editions of national and regional papers, built around the ad copy's central message that nothing matters more than one's health and daily life. Plus One will be sold across Tsuruha Group and Welcia Group stores, and the company said some of its over-the-counter medicines will also reach AEON Group stores from October, which it called one step toward widening the brand's sales touchpoints.
Tsuruha and Welcia completed their management integration in December 2025, creating a combined group that now runs stores under both banners nationwide. Plus One is the first product of that integration that shoppers actually see on the shelf, rather than a line in a results presentation -- and the small step into AEON Group stores suggests the merged group's private-label ambitions are not staying confined to its own two chains.