yamazaki tableware & yamazaki silverware

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Yamazaki Silver Patterns... Vie de France had become interested in another fast-developing food market, that of gourmet "sous-vide" food preparation for the restaurant and airplane industries. As part of that effort, Vie de France chose to exit the institutional bakery market, selling that operation to Yamazaki for $40 million. Then, in 1994, Vie de France decided to sell off its retail bakery operations, by then dropped down to just 30 bakeries, to Yamazaki as well, transferring the Vie de France trademark and brand name to Yamazaki as part of that $20 million transaction.

Yamazaki, which reformed the acquired businesses as Vie de France Yamazaki Inc., quickly introduced the Vie de France concept to Japan, where it met with even stronger success than in the United States. Indeed, while the number of Vie de France bakeries dwindled in the United States, dropping down to less than 20 bakeries, in Japan the Vie de France chain grew strongly, topping 135 bakeries by the end of the 1990s.

Yamazaki's Japanese convenience store business received a boost in the mid-1990s, when it partnered in 1996 with oil company and service station operator Kosan, which was then adding convenience stores to a number of its service stations. The company also returned to its international expansion at the end of the decade, targeting Malaysia and Singapore, where it established subsidiaries and opened its first bakeries, in 1998 and 1999, respectively.

Dominance and Expansion in the Early 2000s

Yamazaki remained the dominant player in the mature Japanese bread market at the start of the new century, supported by the construction of the company's newest factory, in Saitama, in 2000. Yet heightened price competition and difficulties at the company's convenience store division were compounded by a tainted food alert, sinking the company into losses by 2001. Yamazaki quickly began restructuring, however, shedding a number of jobs--primarily by attrition--and boosting its cost efficiencies. While overall revenues continued to dip, dropping from ¥733 billion in 1999 to ¥722 billion in 2002, the company was able to restore its profitability by the beginning of 2003.

Meanwhile, the company continued building up its existing operations, particularly its Vie de France business. In 2001, the company began rolling out a new bakery/café concept, with plans to convert as many as 30 shops by the end of 2002. The company also stepped up its expansion of the Vie de France chain, forecasting a rise to some 235 shops by 2005. Yamazaki not only remained t

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