AnyMind Group has acquired Sun Smile, marking its 13th acquisition overall and seventh in Japan, as the company strengthens its footprint in offline retail. The deal adds nationwide beauty distribution to AnyMind’s BPaaS (Brand Performance as a Service) stack, creating a seamless online-to-offline (O2O) ecosystem where social commerce, e-commerce, and physical stores operate as a unified, data-driven growth engine.
CEO Kosuke Sogo highlighted the strategic rationale: consumer journeys in beauty and personal care are no longer confined to screens they now flow from short-form video and social commerce into e-commerce and in-store experiences. Sun Smile’s extensive distribution network and brand-building expertise complements AnyMind’s BPaaS model, allowing brands to scale more efficiently and reach customers wherever they shop.
The integration also enhances AnyMind’s AI-powered analytics and operations, giving brands the ability to track, optimise, and monetise performance across channels. By merging offline retail capabilities with digital intelligence, the company aims to accelerate growth for domestic and global brands while reducing friction between discovery and purchase.
This acquisition underscores AnyMind’s vision of building a next-generation business infrastructure where offline and online commerce converge, and data-driven insights power end-to-end brand growth. For marketers, the move demonstrates how integrating distribution, AI, and commerce can turn multichannel complexity into a competitive advantage.
