Aderans Holdings Co., Japan's largest wigmaker, plans to expand its network of luxury female wig stores sixfold as the nation's growing elderly population spurs demand.
The Tokyo-based company aims to have 300 Fontaine Couture brand stores by 2013, up from 50, Chief Executive Officer Tadao Otsuki said in a June 18 interview. A television advertising campaign featuring actress and former Miss Universe contestant Hisako Manda helped the upscale stores increase customers 20 percent last year, bucking the recession, he said.
The expansion of its female wig stores and increased focus on marketing are part of efforts to turn around the company, which is forecasting its third straight net loss this year. Almost 23 percent of Japan's 127 million people are 65 years or older, according to government data.