GREENS CO.,LTD.
6547・Standard Market・Services
Business
GREENS CO.,LTD. was founded in 1957 and is headquartered in Yokkaichi City, Mie Prefecture, operating exclusively as a hotel operator. Under the slogan "Creating Hospitality and Lifestyle Culture," the company operates two brands: the "Choice Brand" (97 properties, 14,127 rooms), centered on "Comfort," the global brand of Choice Hotels International, Inc. of the United States, and the "Original Brand" (21 properties, 2,565 rooms), tailored to regional characteristics. Its main customers are business travelers, leisure travelers, and inbound visitors, and it operates nationwide, centered mainly around station-front locations in government-designated cities and other major areas. As of the end of FY2025 (ending June 2025), the company operated 118 properties with 16,692 rooms.
Business Model
The company primarily adopts the "lease model," whereby hotel buildings are leased from owners, employing an asset-light model that minimizes land and building acquisition costs, fixed asset taxes, and impairment risk. Room sales are conducted through the official website, OTAs, travel agencies, and corporate contracts, with room rates and occupancy rates optimized through "Revenue Management" based on demand forecasting. In FY2025 (ended June 2025), the average room rate reached ¥9,935 (up 7.6% year on year), and occupancy rate reached 79.1%.
Company Strengths
By making leasing the primary business model, the company has accelerated store openings while curbing large capital expenditures. In FY2025 (ended June 2025), 22 stores (Choice Brand RS) were opened in a batch, increasing the number of Choice Brand stores from 72 (end of June 2023) to 97 (end of June 2025), an increase of 25 stores over two years. The number of guest rooms also expanded from 11,428 to 14,127.
The consolidated subsidiary Choice Hotels Japan Co., Ltd. has entered into a master franchise agreement (through the end of December 2033) with Choice Hotels International, which operates over 7,500 properties in more than 46 countries worldwide, and holds exclusive rights to use brands such as "Comfort" within Japan. The company leverages the global brand's name recognition and standardized service for nationwide expansion.
After falling to net sales of ¥15,711 million and an operating loss of ¥8,573 million in FY2021 (ended June 2021), the company returned to profitability in FY2023 (ended June 2023). In FY2025 (ended June 2025), it achieved net sales of ¥49,645 million and operating income of ¥6,306 million, with operating cash flow of ¥7,063 million demonstrating strong cash-generating capability.
ENVALITH's Perspective
Performance Trend
Revenue grew for five consecutive periods: ¥15,711 million in FY2021 (ended June 2021) → ¥25,437 million in FY2022 (ended June 2022) → ¥36,439 million in FY2023 (ended June 2023) → ¥40,969 million in FY2024 (ended June 2024) → ¥49,645 million in FY2025 (ended June 2025). The year-on-year revenue growth rate accelerated to 21.2% in FY2025 (ended June 2025). Operating profit turned positive in FY2023 (ended June 2023) after recording a loss of ¥8,573 million in FY2021 (ended June 2021), and reached ¥6,306 million in FY2025 (ended June 2025), up 25.6% year on year, with profitability continuing to improve. The main drivers were the opening of 22 roadside stores and the continued rise in average room rate, which increased 7.6% year on year to ¥9,935.
Growth Strategy
Under the medium-term management plan "GREENS SUSTAINABLE JOURNEY 2028," the company is advancing accelerated new store openings, brand value enhancement, and human capital management.
The medium-term management plan sets accelerated store openings that capture demand as a basic policy. In FY2026 (ending June 2026), the company plans to open a total of 3 properties in Mito City, Ibaraki Prefecture, Sapporo City, Hokkaido, and Chitose City, Hokkaido. It targets net sales of ¥60,000 million and operating profit of ¥7,000 million in FY2028 (ending June 2028).
The company is promoting measures to raise awareness of Comfort Hotel ERA (4 properties) and Ascend Hotel Collection™ (1 property). In January and February 2025, it rebranded and reopened Comfort Hotel ERA Ise and Tokyo Higashi-Kanda, strengthening its capture of leisure demand. In parallel, it is advancing efforts to establish a profitable business model for its 22 roadside properties.
The company continues to strengthen optimal room rate setting based on demand forecasting across all properties. In FY2025 (ended June 2025), the average room rate reached ¥9,935 (up 7.6% year on year), exceeding the same month of the previous year in every month. In FY2026 (ending June 2026), the policy is to absorb cost increases through further rate improvements.
In FY2025 (ended June 2025), the company made total capital expenditures of ¥1,200 million, completing renovations at Comfort Hotel Narita, Hachinohe, Tokyo Kiyosumi-Shirakawa, Toyokawa, and others. It continues to invest in existing properties with the aim of enhancing brand value and creating customer satisfaction.
Positioned as a single-year priority strategy for FY2026 (ending June 2026), the company is developing an environment that balances "teamwork" and "professionalism," and renewing its operating model to support career development. It is working to foster an organizational culture that makes it a company of choice for employees.
Last updated: April 28, 2026