Overview of 2011–2013 Mid-Term Management Plan, February 3, 2011 SENSHUKAI CO., LTD. Copyright SENSHUKAI Co.,Ltd. All Rights Reserved.手株式会社千趣会1 ☆ Agenda Senshukai Group’s Growth Strategy and Growth Image 1. Create “New Belle Maison” �� Back to basics and responsive to change ��  Belle Maison business policies and target 2. Strengthen the Internet business � Strengthen Internet presence of Belle Maison business �� Strengthen other Internet businesses 3. Expand the bridal business
4. Fiscal 2011-2013 Plans
Consolidated, non-consolidated, and Belle Maison sales plan Consolidated earnings plan for Fiscal 2013 2

1. Create “New Belle Maison”
Separate functions of catalog sales, Internet marketing, and product development to strengthen Internet marketing and product development capabilities for the expansion of sales
2. Strengthen the Internet business
Cultivate multiple specialty e-commerce websites that differ from Belle Maison Net to expand sales
3. Expand the bridal business
Aggressively open new Dears Brain wedding halls, and strengthen MUSUBI and Bell Maison Wedding to expand sales
4. Conduct high-quality, low-cost business operations
The entire Group will focus on getting back to basics in order to satisfy customers, and will conduct low-cost business operations that are capable of withstanding changes in the market 3
❖ Sales Plan for Belle Maison by Channel (100 millions of yen) 1,230 ❖ Sales Plan for Mainstay Subsidiaries (100 millions of yen) 200 Fiscal 2010 Fiscal 2011    Fiscal 2012    Fiscal 2013 Fiscal 2010 *Excluding Monthly Business 4
1. Create “New Belle Maison”
☆　Back to basics ❖ Continue to propose new lifestyles through services by thinking about the needs and wants of customers (women) and noticing change ❖ Improve ability to discern good products and develop original products/services ❖ Create a Belle Maison that customers view as necessary Responsive to change ❖ Quickly discern changes in customers (women) and lead the competition in responding to the changes ♦ Quickly respond to the diverse needs of Internet shoppers in a rapidly changing e-commerce market ❖ Leverage strengths including the operation of a proprietary e-commerce website, and the ability to develop proprietary products 5 😉 Belle Maison Business Policies and Target 1. Expand Belle Maison Net 2. Strengthen merchandising 3. Review strategies for drawing in customers 4. Reorganize the catalog 5. Improve the added value of customer service Establish unique position by offering a rich line-up of original and seasonal products Cultivate ability to discern products for lifestyle proposals Gain recognition of “good quality x good price” as high value Provide friendly and hospitable service 6
2. Strengthen the Internet Business
☆ Strengthen Internet presence of Belle Maison business 2. Strengthen other Internet businesses usnq � Strengthen Internet presence of Belle Maison business (sales over the Internet only) ❖ Achieve synergies between Belle Maison and other Internet businesses (raise the overall value of Belle Maison Net) � Internet Sales of Belle Maison Business (100 millions of yen) * Excluding Monthly Business 840 Fiscal 2010 Fiscal 2011 Fiscal 2012 Fiscal 2013 tpWラlog-u əuisnq jəulən 7 Strengthen Other Internet Businesses Cultivate multiple specialty e-commerce websites to contribute to an expansion of group-wide sales and profits ❖ Expand as a fashion brand e-commerce site that is accessible via PC or mobile handset ❖ Convert from a site specializing in flower gifts to an e-commerce site that offers a comprehensive range of gifts ❖ Develop “PetFirst.jp” into a value-added e-commerce site that specializes in pet healthcare Strengthen collaboration with real stores to improve profitability ❖ Develop new speciality e-commerce websites
3. Expand the Bridal Business
◇ Continue to invest in the expansion of Dears Brain Enhance cooperation within the Group based on the strategic positioning of “weddings” as an important source of information for existing businesses ❖ Sales, Operating Income, and Weddings Fiscal 2013 Fiscal 2010    Fiscal 2011    Fiscal 2012 � Distribute Belle Maison catalogs to the bride and guests to win them over as new customers of Belle Maison Strengthen sales by bolstering the merchandising of MUSUBI (a catalog of gifts for wedding guests) Strengthen relationship with wedding halls nationwide by enhancing the wedding hall introduction site “Belle Maison Wedding” 9 Dears Brain Network From 12 wedding halls (17 banquet halls) at end-2010 to 17 wedding halls (27 banquet halls) by end-2013 Utsunomiya City: 3 wedding halls / 4 banquet halls Oyama City: 1 wedding hall / 1 banquet hall Tochigi Prefecture Mito City: 1 wedding hall / 1 banquet hall Tsukuba City: 2 wedding halls / 3 banquet halls Ibaraki Prefecture Saga City: 1 wedding hall / 2 banquet halls Tosu City: 1 wedding hall / 1 banquet hall Saga Prefecture Sendai City: 1 wedding hall / 2 banquet halls :Miyagi Prefecture New ! Chiba City: 1 wedding hall / 2 banquet halls Chiba Prefecture Oita City: 1 wedding hall / 1 banquet hall Oita Prefecture Kagoshima City: 1 wedding hall / 2 banquet halls Kagoshima Prefecture 10
◇ Consolidated, Non-consolidated, and Belle Maison Sales Plans ❖ Senshukai Group’s Consolidated Sales and Income Plans ❖  Senshukai and Belle Maison Sales Plans Sales (100 millions of yen) Fiscal 2010 Fiscal 2011 Fiscal 2012   Fiscal 2013 Fiscal 2010 Fiscal 2011    Fiscal 2012    Fiscal 2013 11父Fiscal 2013 Consolidated Earnings Plan
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