SUNNY SIDE UP GROUP Inc. (Head Office: Shibuya-ku, Tokyo; President and CEO: Etsuko Tsugihara) is pleased to announce that it has acquired shares of STEADY STUDY Inc. (Head Office: Shibuya-ku, Tokyo; President and CEO: Mizuyo Yoshida), which develops PR, marketing, and event businesses for fashion and lifestyle brands, and has welcomed the company into our group.

STEADY STUDY is an independent PR firm established in March 2000 by Mizuyo Yoshida. As a pioneer of the “attaché de presse” (PR/public relations representative specializing in the fashion industry) in Japan, the company has handled PR for numerous fashion and lifestyle brands, mainly high-end brands such as Saint Laurent, Dior Homme, Chloé, Moncler, and H&M. With strengths in its global network and proposal capabilities in the branding field, the company has grown to become a top runner in the fashion and apparel PR sector, with extensive experience and know-how in this area.

Meanwhile, our company, SUNNY SIDE UP Inc., has been developing a multifaceted business since its establishment in 1985, focusing on PR business and utilizing PR perspectives in marketing communications and sports marketing. SUNNY SIDE UP GROUP is a holding company. In recent years, we have been actively launching joint ventures and new businesses with external partners, with an eye on 2020, when the world’s attention will be focused on Japan, and beyond, and are expanding our business, focusing on our core marketing communications business.

STEADY STUDY, which excels in “branding power” for fashion and lifestyle brands, and SUNNY SIDE UP GROUP, which has “comprehensive PR power” covering the marketing and communication business domain. By combining the strengths of these two companies, a “PR communication group” specializing in the branding domain, which is not limited to the framework of a PR company, will be born.

It will be possible to maximize the resources of both companies, such as their global networks, not only for PR when overseas brands in various fields such as fashion, lifestyle, and food, in which both companies have been strong, enter Japan, but also when domestic brands expand overseas. We will evolve into a corporate group that covers all areas of “PR, branding, and marketing,” an unprecedented achievement in Japan, providing one-stop service from brand consulting to communication strategy planning and execution for all companies and organizations, both domestic and international.

The stock transfer agreement is scheduled to be signed on February 10, 2020, and STEADY STUDY is scheduled to join our group on March 1, 2020. We hope you will look forward to the future activities of both companies, which have been leading the PR industry.

[SUNNY SIDE UP GROUP Company List]

[Comment from Etsuko Tsugihara, President and Representative Director, SUNNY SIDE UP GROUP Inc.]
“Let’s Have Fun!” has been SUNNY SIDE UP’s slogan since its founding. For us, STEADY STUDY has been both a rival and a good friend, always creating stylish fun, especially in the fashion world.
I am truly pleased that we can become partners with STEADY STUDY in the truest sense.
While we are both involved in PR, we each have our own fields of expertise, strengths, and philosophies that we have cultivated.
However, we may be similar in that we both started our businesses from scratch without any backing, used our curiosity as a weapon, immersed ourselves in our work beyond what was asked of us, and as a result, created new fields and methods.
Because we have different cultures, including our sense of style, I believe that we can create a new landscape in today’s society, where no one has the right answer.
Please look forward to our future fun, which will be born with the addition of style, with a wonderful partner.

Etsuko Tsugihara

[Comment from Mizuyo Yoshida, President and Representative Director, STEADY STUDY Inc.]
STEADY STUDY started as a small company that I started with just one cell phone.
With the guidance of many people to this day, we will celebrate our 20th anniversary in March 2020. 20 years, finally coming of age!!! Thank you again to everyone who has supported us.
And, in order to move the company to the next phase at this milestone, we have decided to join SUNNY SIDE UP GROUP.
With the rise of the digital domain and the maturation of the market in recent years, PR methods have become more diverse and a wider vision is required.
“Teamwork is better than individual strength” is STEADY STUDY’s philosophy.
With the aim of further progress for the entire team, we will team up with SSUG, a partner with rich experience and communication skills, and challenge ourselves to new PR that is not bound by frameworks while making the most of each other’s individuality.
We will continue to work hard as a team, never forgetting our gratitude, so thank you for your continued support.

Mizuyo Yoshida

[STEADY STUDY Inc. Company Profile]
Name: STEADY STUDY Inc.
Established: March 10, 2000
Location: Il Centro 3F, 5-46-16 Jingumae, Shibuya-ku, Tokyo 150-0001, Japan
Representative: Mizuyo Yoshida, President and Representative Director
Capital: 10 million yen
Business Description: PR agency, consulting, event planning and management, marketing strategy planning, management of creators and artists, etc.
URL: http://www.steady-study.co.jp/