Beisia opens a new discount store “Kokotoku” in Fukaya City, Saitama Prefecture, strengthening its low price strategy

As prices continue to rise, retailers are increasing their price competitiveness. What has been attracting particular attention is the discount store ``Gekyuan Wonderland Kokotoku!'' (hereinafter referred to as ``Kokotoku''), which has been launched by major supermarket chain Beisia (Maebashi City).

Products such as plastic bottled drinks and processed foods are displayed on cardboard or pallets, and Basia's point service is not available. However, the impression you get from the sales floor is a little different from that of a so-called warehouse-style discount store. There are rows of fresh foods, side dishes, sushi, and more, as well as tacos that are prepared to order and an eat-in space.

The number of products is less than half that of Beisia, which is of similar size, and there is a wide selection of products that are 10 to 20 percent cheaper than existing stores.

Originally, Basia's slogan was ``always cheap,'' and its strength was low prices. In such a situation, why did they decide to change the business format of ``Beisia Fukaya Hanazono Store'' in Fukaya City, Saitama Prefecture, and open a different brand, ``Geikan Wonderland Kokotoku! Fukaya Hanazono Store'' in June 2026, in pursuit of even lower prices? We asked Shiori Matsuda, General Manager of the Public Relations Department of Basia's Marketing Headquarters, about their aims.