Start Today, operator of the fashion shopping site ZOZOTOWN, announced on the 16th that it has acquired all shares of Bracket, operator of the online store creation service STORES.jp, making it a wholly owned subsidiary.

A share exchange agreement was signed at a board meeting held on the same day, and Start Today will allocate 350 shares for each Bracket share. The total number of Start Today shares to be issued is expected to be 315,000. The company has no plans to issue new shares.

STORES.jp, operated by Bracket, launched in September 2012. Its ease of use, allowing anyone to easily create an online store, has garnered praise, and to date, approximately 40,000 online stores have been established. The two companies entered into this capital alliance for two reasons: approximately 70% of STORES.jp stores are apparel-related, and there is growing demand from new stores for sales support and logistics services. Through this partnership, the two companies intend to further expand and grow by linking their system infrastructure and service structures.

The greatest benefit of this partnership is the sharing of product and inventory information between the two sites. Fashion brands and shops that have stores on either ZOZOTOWN or STORES.jp will be able to open stores on the other site more easily, minimizing lost inventory. Brands and shops already on both sites will also be able to share information with Start Today's new smartphone service, "WEAR," which Start Today plans to launch.

Even after the capital alliance, Bracket will continue to operate STORES.jp, but the management policy for other services operated by Bracket will be decided in the future. Bracket's current CEO, Yusuke Mitsumoto, will serve as Representative Director, and Start Today CEO Yusaku Maezawa will serve as a Director.