Deodeo

Deodeo was a Japanese consumer-electronics retail chain headquartered in Hatsukaichi, Hiroshima Prefecture. Its commercial history began in 1946, when the Kubo brothers established Kubo Kyōdai Denki Shōkai in Hiroshima. The business was subsequently renamed Daiichi Sangyo Co., Ltd., and developed into a regional specialist retailer selling household electrical appliances and related consumer-electronics goods. The company achieved a strong position in the Japanese home-appliance retail sector before adopting the Deodeo name. From 1977 to 1979, its predecessor Daiichi ranked first in the home-appliance industry category of a specialty-store survey conducted by Nikkei Ryutsu Shimbun. On October 1, 1986, the company changed its corporate name to Daiichi Co., Ltd. It later adopted the Deodeo name on April 1, 1997, at the same time relocating its headquarters to Hatsukaichi. Deodeo's business was regional rather than global. It served customers mainly across Japan's Chūgoku region through physical stores offering consumer electronics and household appliances. As with other Japanese electronics-specialist chains, its role combined product retailing with the local distribution and merchandising of electrical goods; the available reference material does not provide a detailed breakdown of individual product brands, services, or private-label ranges. The company became part of a broader regional consolidation strategy in Japanese electronics retail. On March 29, 2002, Deodeo and the Chūbu-region chain Eiden established EDION Corporation. This created a group structure linking major regional retailers while preserving their local operating identities. Deodeo continued operating under its own corporate and retail identity for several years after the formation of EDION. On September 30, 2009, Deodeo ceased operating under its former corporate name. The following day, October 1, it became EDION West Corporation. The change was associated with the merger of Deodeo and the Kansai-region chain Midori Denka. EDION West subsequently merged with EDION East, formerly Eiden, in 2010. In 2012, the Deodeo, Midori, Eiden, and Ishimaru Denki store networks were fully rebranded as EDION. The Deodeo name nevertheless continued to be used as a store brand in some contexts, even though Deodeo as an independent corporation was no longer active. Deodeo is therefore best understood as a historical Japanese regional retail brand and predecessor within the EDION group, rather than as a currently independent electronics manufacturer or international consumer brand.

Deodeo's origins date to 1946, when the Kubo brothers founded Kubo Kyōdai Denki Shōkai in Hiroshima. The enterprise later became Daiichi Sangyo Co., Ltd. and grew as a specialist retailer of home appliances and consumer electronics. Its predecessor achieved notable regional standing: from 1977 through 1979, Daiichi ranked first in the home-appliance industry section of a specialty-store survey reported by Nikkei Ryutsu Shimbun. On October 1, 1986, the company adopted the name Daiichi Co., Ltd. It subsequently changed its name to Deodeo on April 1, 1997, and moved its headquarters to Hatsukaichi in Hiroshima Prefecture. Under the Deodeo name, the business served the Chūgoku region through a network of consumer-electronics and household-appliance stores. The next major phase was regional consolidation. On March 29, 2002, Deodeo and Eiden, an electronics retailer based in the Chūbu region, founded EDION Corporation. The arrangement brought regional chains into a common corporate group while retaining recognizable local retail identities. Deodeo continued as one of the group's important regional operations. On September 30, 2009, the Deodeo corporation ended its independent existence. On October 1, it changed its name to EDION West Corporation after merging with Midori Denka, a Kansai-region chain. EDION West later merged with EDION East, formerly Eiden, in 2010. On October 1, 2012, the group completed a broad store rebranding in which Deodeo, Midori, Eiden, and Ishimaru Denki locations adopted the EDION name. Although the Deodeo name continued in store-brand usage, Deodeo was no longer an independent operating corporation.

• 2012

  Stores adopt the EDION brand

  [1]Deodeoen.wikipedia.org

  Former Deodeo, Midori, Eiden, and Ishimaru Denki stores are fully rebranded as EDION.

• 2010

  EDION West merges with EDION East

  [1]Deodeoen.wikipedia.org

  EDION West merges with EDION East, the former Eiden operation.

• 2009

  Deodeo becomes EDION West

  [1]Deodeoen.wikipedia.org

  Following its merger with Midori Denka, Deodeo changes its corporate name to EDION West on October 1.

• 2002

  EDION Corporation is founded

  [1]Deodeoen.wikipedia.org

  Deodeo and Eiden establish EDION Corporation as a broader regional electronics-retail group.

• 1997

  Deodeo name adopted

  [1]Deodeoen.wikipedia.org

  The company adopts the Deodeo name and relocates its headquarters to Hatsukaichi on April 1.

• 1986

  Corporate name changes to Daiichi Co., Ltd.

  [1]Deodeoen.wikipedia.org

  The predecessor company changes its legal name from Daiichi Sangyo to Daiichi Co., Ltd. on October 1.

• 1977

  Daiichi reaches the top of a specialty-retail survey

  [1]Deodeoen.wikipedia.org

  Daiichi begins a three-year period in which it ranks first in the home-appliance industry category of a Nikkei Ryutsu Shimbun specialty-store survey.

• 1946

  Kubo Kyōdai Denki Shōkai is founded

  [1]Deodeoen.wikipedia.org

  The Kubo brothers establish the Hiroshima-based electrical-appliance business that later develops into Deodeo.

A regional Japanese specialty retailer focused on consumer electronics and household appliances, with particular strength in the Chūgoku market.

• Consumer electronics

  Televisions and home audio

  Deodeo's retail assortment included mainstream home-entertainment equipment such as televisions and audio products. The available source identifies the company as a consumer-electronics chain but does not specify particular manufacturers, product series, or Deodeo-exclusive models.

• Information technology retail

  Computers and related equipment

  The chain's consumer-electronics scope included personal computers and related equipment sold through its retail operations. Specific product lines and service packages are not documented in the supplied reference material.

• Home appliances

  Household appliances

  Major and small household appliances formed a central part of the business inherited from its electrical-appliance origins. Typical categories included large domestic appliances and other electrical goods, although the reference does not provide a complete catalog.

• 2012

  Unify regional store brands under EDIONStrategy

  Background

  Following the integration of several regional chains, the group moved from multiple local identities toward a common national brand.

  Action taken

  All Deodeo, Midori, Eiden, and Ishimaru Denki stores were rebranded as EDION.

  Aftermath

  EDION became the principal customer-facing brand, although Deodeo remained in use as a store-brand reference in some contexts.

  Source

• 2009

  Merge Deodeo with Midori Denka and adopt the EDION West identityM&A

  Background

  EDION expanded its regional structure by combining Deodeo's Chūgoku operations with Midori Denka's Kansai-region business.

  Action taken

  Deodeo merged with Midori Denka and changed its corporate name to EDION West on October 1, 2009.

  Aftermath

  The Deodeo corporation ceased operating as an independent legal identity, while its retail name continued for a period as a store brand.

  Source

• 2002

  Form EDION Corporation with EidenM&A

  Background

  Deodeo and Eiden operated as significant regional electronics retailers in different parts of Japan and pursued a group structure that could combine their regional positions.

  Action taken

  The two companies established EDION Corporation on March 29, 2002.

  Aftermath

  EDION became the group platform for subsequent consolidation involving Deodeo, Midori Denka, Eiden, and later Ishimaru Denki.

  Source

1. 1Deodeoen.wikipedia.org