LUXA

The company's revenue was generated through the sale of a wide array of products and experiences on its time-sale e-commerce site, luxa.jp. This included gourmet foods, cosmetics, electronics, and vouchers for services like restaurants, hotels, travel, and salons. The target market skewed towards a mature demographic, primarily consumers in their 40s and 50s. LUXA's key value proposition was its curation, providing a selection of high-value products and experiences that might not be widely known, thereby acting as a bridge between unique businesses and consumers.

LUXA's journey involved several significant milestones. The company secured a total of 1 billion yen in funding from JAFCO, with the initial investment occurring in December 2010. A pivotal moment came in October 2013 when it entered into a capital and business alliance with KDDI, raising 330 million yen to enhance offerings for au Smart Pass members. This partnership deepened, and by 2015, KDDI had made LUXA a consolidated subsidiary. The collaboration led to the launch of the "au WALLET Market" service. In a strategic move to consolidate KDDI's e-commerce ventures, LUXA merged with KDDI Commerce Forward in 2019 to form au Commerce & Life, Inc., becoming a wholly-owned subsidiary of KDDI. Subsequently, the LUXA service was officially terminated on February 28, 2022, with its operations and customer base being integrated into the broader au PAY Market platform.