Don Quijote (store)
|Type||Public (TYO: 7532)|
|Founded||September 5, 1980 (Tokyo, Japan)|
|Number of locations||163 stores (February 2011)|
|Area served||Japan, Hawaii|
|Products||Clothing, food, jewelry, housewares, tools, sporting goods and electronics.|
|Revenue||¥487 billion / $5.74 billion (2010)|
|Operating income||¥21.1 billion / $251 million (2010)|
|Net income||¥10.2 billion / $122 million (2010)|
|Total assets||¥302 billion / $3.6 billion (2010)|
|Total equity||¥106.8 billion / $1.3 billion (2010)|
Don Quijote (ドン・キホーテ) is a discount chain store that has over 160 locations throughout Japan as well as three stores in Hawaii. It carries a wide range of products, from basic groceries to electronics to clothing. The store is well known in Japan and is often referred to by its shortened name Donki (ドンキ). Distinctly, Don Quijote tends to keep very late hours for Japanese retailing (to 3 or 5am, or even 24 hours) and it packs its goods from ceiling to floor in a distinct merchandising strategy encouraging the customer to "discover treasure" and possibly return to the store to find a remembered item.
The company opened its first "Don Quijote" named store in Fuchu, Tokyo in March 1989. With the name change, the store also changed its primary business from wholesale to retail. It was not until 1995, six years later, that Just Co. followed suit and it changed its corporate to Don Quijote Co., Ltd as well. In June 1998, the company was listed on the Tokyo Stock Exchange.
As one of the few discount stores in Japan, the end of the Japanese economic bubble did not have disastrous effects for Don Quijote. Instead the sudden economic uncertainty caused the Japanese public to become more thrifty and therefore helped to boost sales at its stores during the early 1990s.
Don Quijote is known for the distinctive song that plays in its stores. The song is called "Miracle Shopping" (ミラクルショッピング) sung by Maimi Tanaka (田中マイミ), a Don Quijote store employee. "Miracle Shopping" was released as a maxi single in 1999.
In December 2004, four stores in the Kantō area were damaged or destroyed by arson attacks. Three store employees, Morio Oshima, 39, Mai Koishi, 20, and Maiko Sekiguchi, 19, died in the first arson incident. In 2007, Noriko Watanabe, 49, was found guilty of setting the fires and sentenced to life imprisonment. Don Quijote received harsh criticism at the time for poor store layout that made it difficult to find exits.
In 2005, Don Quijote began building a 'half-pipe' roller coaster on the roof of its eight story Roppongi store. Roppongi is a heavily populated area in the core of Tokyo, and many residents and businesses were upset with the idea of having a roller coaster in their neighborhood because of the spectacle, noise and crowds it will likely create. The project was completed in 2006 but due to increasing pressure from concerned groups in the area it has never been operated. As of 2013, the structure still exists. Don Quijote has not announced what future plans they have for it.
- "Shared Research report - Don Quijote".
- "Corporate History". Retrieved 2008-03-19.
- ドンキ・ホーテのテーマ♪ミラクルショッピング (Don Quijote's Theme: Miracle Shopping)
- Maimi Tanaka on Oricon
- "Don Quijote store arsonist gets life for three deaths". The Japan Times. 2007-03-24. Retrieved 2008-03-19.
- "Rooftop thrill ride in Roppongi under fire". International Herald Tribune/Asahi Shimbun. 2005-10-25. Retrieved 2008-03-19.
- Chmura, Edward (2005-10-26). "Roppongi ride has retailers seeing red". Japundit.com. Retrieved 2008-03-19.
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