What are Mission Vision & Core Values of Descente Company?

The mission statement explicitly targets a broad audience, encompassing both elite athletes and casual sports enthusiasts. This inclusivity is a cornerstone of the Descente brand identity.

Descente's primary offering is the facilitation of physical activity and competition. This is achieved through high-quality, innovative products and services designed to enhance the sports experience. The focus is on making sports accessible and enjoyable for everyone.

While Descente has a strong presence in Japan, South Korea, and China, its market scope is global. Expansion into Europe, America, and Southeast Asia demonstrates its ambition. The company aims to become a worldwide leader in sportswear.

Descente differentiates itself through superior manufacturing capabilities and cutting-edge technologies. They focus on developing high-performance, comfortable sportswear. This commitment to innovation is central to their value proposition.

Descente invests approximately ¥3 billion annually in research and development. This investment supports its mission by enhancing the technical features of its products. The 'MOVESPORT' label, launched in 2023, exemplifies this approach.

Descente's mission is fundamentally customer-centric and innovation-focused. The company constantly strives to meet the needs of a diverse range of users. They are always pushing the boundaries of sportswear technology.

The Descente brand aims for worldwide recognition. Key markets include China, Japan, and South Korea. Expansion into Europe, America, and Southeast Asia is also underway.

Descente has demonstrated strong financial health, achieving record profits in fiscal year 2023. For the fiscal year ending March 31, 2025, net sales are projected at ¥130.0 billion, with a consolidated net profit of ¥12.5 billion. The company aims to double its consolidated net profit to ¥25 billion, assuming sales of around ¥170 billion.

A robust direct-to-consumer (DTC) business model is a cornerstone of Descente's strategy. DTC sales reached 48% of overall sales in the first half of FYE 2025 and 57% for the Descente brand by the end of December 2024. The future goal is to achieve 60-70% company-wide and 80-90% for the Descente brand.

The vision is both aspirational and grounded in reality, supported by current financial performance and strategic initiatives. The company's trajectory suggests a solid path toward global market leadership and widespread sports participation.

Descente's commitment to innovation is key to its vision. This includes developing new businesses based on traditional sports and consistently refining the 'DESCENTE' brand. This commitment helps in achieving their vision for athletic performance.

Descente's long-term goals are intertwined with its core values, driving its commitment to corporate social responsibility. The company's mission vision statement analysis reveals a dedication to creating a positive impact through sports.

Descente's global expansion strategy is a direct reflection of its mission to bring sports enjoyment to all. The company is actively growing its presence in key markets, ensuring its vision reaches a wider audience.

Asia remains a crucial market for Descente, with significant growth and market share. This focus is a testament to the company's dedication to its mission.

• China: The largest contributor to sales.
• Japan and South Korea: Stable profits.
• Southeast Asia: Opening of new stores in Singapore (September 2024) and Malaysia (September 2024).

Descente's direct-to-consumer (DTC) business model enhances customer relationships and improves profitability. This strategic shift ensures that the enjoyment of sports is directly delivered to consumers.

The company's focus on DTC channels is evident in its increasing DTC ratio, which is a key performance indicator (KPI) for Descente brand. This strategy allows Descente to better understand and respond to customer needs.

• Overall DTC Ratio (FYE 2025, first half): 48%.
• Target: 60-70% company-wide.
• Target: 80-90% for the Descente brand.

Collaborations with top athletes and national teams drive innovation and ensure Descente's products meet the highest performance standards. These partnerships are a key component of the Descente company's commitment to excellence.

Descente's partnerships with elite athletes and teams help drive innovation and performance. This commitment to excellence reinforces the company's core values.

• Swiss National Alpine Ski Team and Canadian National Speed Skating Team.
• Individual Athletes: Xander Schauffele.
• Impact: Development of advanced, functional designs benefiting all consumers.

Leadership plays a critical role in reinforcing Descente's mission, vision, and core values throughout the organization. President and Representative Director Shuichi Koseki emphasizes the importance of the company's corporate philosophy in its societal role.

A significant investment in the Mizusawa Factory, scheduled to start operation in July 2025, underscores Descente's commitment to its core values. This new facility, 1.5 times larger than the existing one, will enhance the development of high-value-added products.

Descente communicates its mission, vision, and values to all stakeholders through various channels, including its Integrated Report 2024. This report details the company's strengths, business model, strategies, achievements, and initiatives.

Formal programs like the DESCENTE Health Statement and 10 Goals for Descente Employees are in place to improve employee health and foster an energetic workforce, reinforcing the company's values internally.