Workman - Market Expansion and Growth from Construction to Everyday Workwear
Expanding the market is one effective way for a business to grow. The Japanese apparel company, Workman, found unique ways to expand its customer base from construction workers to housewives.
At a glance
Annual Revenue
US$ 878 million
(~136.9 million yen; as of FY March 2025)
Stores in Japan
1,051
(as of FY March 2025)
Percentage of Franchise Stores
92.7%
(as of FY March 2025)
Year Founded
1979
Abstract
Workman, a Japanese apparel retailer founded in 1979, built its success by serving a narrowly defined niche of construction and manual labor workers through a highly standardized, low-cost franchise model. By the early 2010s, however, market saturation and demographic constraints signaled the limits of growth within its core segment.
This case study examines how Workman, under the leadership of Managing Director Tetsuo Tsuchiya, identified and unlocked a “blue ocean” opportunity by expanding demand beyond professional workwear into everyday functional apparel, without fundamentally altering its products, pricing logic, or operational discipline. Drawing on observation, internal data analysis, and store-level behavioral insights, the case study explores how Workman leveraged operational consistency, price trust, and data-driven management to scale into new customer segments such as outdoor enthusiasts, families, and women.
Cover Photo: Courtesy of Workman
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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