STAFF START, Japan's Leading Retail Tech Platform, Announces US Market Entry at NRF 2025

NEW YORK — January 12, 2025 — STAFF START, Japan's premier employee-generated content (EGC) platform utilized by over 3,000 brands, generating over $1.4 Billion USD in facilitated transactions, today announced its expansion into the US market. The company will make its American debut at NRF 2025: Retail's Big Show (Booth #8113)  January 12th - 14th, 2025. STAFF START's US launch comes at a crucial time for American retailers seeking innovative solutions both to attract and retain store staff, and make brand content relevant to the new consumer generations, bridging the gap between online and in-store experiences.

STAFF START transforms retail operations by empowering store employees to extend into digital brand ambassadors, not only creating authentic content, but also providing personalized customer service across multiple digital channels. The platform has already transformed retail operations across Japan. 

Since its launch in 2016, STAFF START has demonstrated remarkable growth, expanding from 800 brands in 2019 to over 3,000 brands today across diverse sectors including apparel, cosmetics, furniture, home appliances, and food services. Brands using the platform in Japan currently include Sony, Brooks Brothers, Barneys New York, TaylorMade, L’Occitane, Casio and more.

"American retailers face unprecedented challenges in connecting with customers and retaining talented staff," said Yasuaki Onozato, founder and CEO of Vanish Standard, the company behind the STAFF START platform. "Our platform addresses both challenges by putting retail employees at the center of the digital customer experience, creating a win-win situation for brands and their staff. With STAFF START, we don’t just empower salespeople; we create stars. As engineers, we take pride in building the stage and the stairs for their ascent."

In an era where authentic customer connections matter more than ever, STAFF START showcases how employee-generated content (EGC) is revolutionizing retail engagement. This approach turns employees into trusted brand voices who connect with consumers through their product knowledge and real-world insights. When staff share their recommendations and behind-the-scenes perspectives, they create credible content that resonates with customers while maintaining the brand's professional standards, all while earning the brand and the salesperson revenue and commission.

The company will showcase its platform at NRF 2025, demonstrating how its "Empower Staff, Transform Retail" approach can help American retailers build stronger connections with customers while creating more engaging career paths for retail employees.

"Staff Start occupies a unique position in the US market by bridging the gap between celebrity influencers and user-generated content, emphasizing the importance of brand ambassadors in real retail environments,” said Sophie Abrahamsson, International Business Strategy Advisor for Vanish Standard. “This approach not only enhances authenticity but also differentiates itself from the prevalence of AI-generated content. The platform allows genuine voices of passionate individuals who truly represent the brands, while also ensuring that retail staff receive well-deserved recognition for their contributions."

For press assets, including executive bios and more, see here. If attending NRF 2025, stop by Booth #8113 to speak with the team and demo the platform.

About STAFF START

Founded in Tokyo in 2011, Vanish Standard Co., Ltd. launched STAFF START in 2016 to create a new way for brands to connect with their customers through their retail associates.  Our digital transformation tool enables retail staff to become digital brand ambassadors, serving customers across e-commerce sites and social media while building their own professional portfolios. The platform's unique attribution system tracks sales generated through staff-created content, providing transparent performance metrics that drive career advancement and improved employee experiences. It has a patented revenue recognition system to ensure that the retail associates, as content creators, are fairly recognized. Trusted by more than 3,000 brands across apparel, cosmetics, furniture, home appliances, and other retail sectors, STAFF START has facilitated over ¥209.1 billion ($1.4B USD) in tracked sales between September 2023 and August 2024 alone. By expanding operations in the United States, STAFF START is revolutionizing retail by empowering the industry's most valuable asset – its people. For more information, visit https://www.staff-start.com/nrf2025/.

MEDIA CONTACT:
Jena Luckman
jena.luckman@v-standard.com 
us-press@v-standard.com