Bic Camera Unveils “Bic Idea” Original Brand, Aiming to “Scientify Consumer Desire”
Bic Camera has announced the launch of its new original brand, “Bic Idea.” This brand integrates and evolves previous original brands (ORIGINAL BASIC, ORIGINAL SELECT, HashTAG) with the concept of “Better than good, ‘That’s it!’.” The goal is to offer products that bring change, surprise, and joy to customers’ lives, ensuring a reassuring purchase experience.
Sales of “Bic Idea” products will commence with a pre-sale event on March 14, 2026, at the “Bic Camera Ikebukuro West Exit IT tower store,” which is also celebrating its grand opening. Subsequently, products will become available nationwide at Bic Camera Group stores and the official online store, Bic Camera.com, starting April 1, 2026.
Background of the Brand Launch
In recent years, the advancement of digitalization and the streamlining of purchasing behavior have led to a more rationalized shopping experience for consumers. However, this has also resulted in fewer opportunities for accidental discoveries and unexpected encounters with desired items in physical stores.
Bic Camera has historically leveraged its extensive product lineup and the expertise of its specialized sales staff to provide an enjoyable shopping experience. “Bic Idea” builds upon these strengths, aiming to create purchasing experiences that naturally evoke a sense of “want” among modern consumers. Through this brand, Bic Camera is committed to enhancing the overall purchasing value, encompassing not only the product’s intrinsic worth but also the selection process and continued use.
Brand Philosophy: “Better than good, ‘That’s it!'”
“Bic Idea” strives to offer more than just “good products” with superior specifications. The brand aims to provide an experience where customers exclaim, “That’s it! You’ve really delivered!” the moment they pick up a product. This vision is rooted in nearly half a century of accumulated insights from Bic Camera’s sales floors, where staff have consistently addressed individual customer preferences, forming the basis for “scientifying consumer desire” in product development.
Product development extends beyond mere data analysis, with expert sales staff, known as Meisters, directly participating in the process. This integration of frontline intuition and the technical knowledge of the product development department seeks to transform conventional shopping into encounters with products that maximize “lifestyle change rate” through surprise and joy.
“Window to Desire” for Customer Input
To directly incorporate customer feedback into product development, “Bic Idea” has launched the “Window to Desire.” Customers can submit their “desires,” such as “I wish there was a product like this” or “I want this kind of function,” by posting on social media with the hashtag #つくってほしい (I want you to make it). “Bic Idea” will directly receive these voices and consider their development through the “Desire Science Cycle.”
Future Developments
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March 14, 2026 (Saturday): Pre-sale begins at Bic Camera Ikebukuro West Exit IT tower store. Customers can experience the world of “Bic Idea” early at this new landmark in the Ikebukuro West Exit area.
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April 1, 2026 (Wednesday): Gradual rollout at Bic Camera and Kojima stores nationwide, as well as on e-commerce sites. The product lineup will be expanded in stages, initially focusing on home appliances, then extending to lifestyle goods and peripheral items. Bic Camera will also collaborate with external partners to broaden product development and proposals, leveraging its accumulated retail expertise.
For more information on “Bic Idea,” please visit:
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Brand Page: https://www.biccamera.com/bc/c/bicidea/index.jsp
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Brand Movie: https://youtu.be/eKz4qCU6CzE
