Caratt Co., Ltd. (Headquarters: Kashiba City, Nara Prefecture; President and Representative Director: Takayuki Okuno) has defined a new category in the photo studio market called the “Atelier Chain.” The company’s Studio Coffret brand operates 51 locations, each developed with a different concept and design. “Atelier Chain” is the term used to describe this approach to store creation. In recent years, the photo studio market appears to be polarizing between low-priced, standardized chain studios and high-value-added studios with distinctive worldviews. At the same time, new needs are becoming more visible: customers want accessibility while still caring about the visual world of their photos, and they seek a special experience while choosing a studio they can use with confidence. These needs are expanding beyond conventional market categories. Against this backdrop, value beyond function and price, such as what kind of experience a studio offers and what kind of visual world customers can preserve in their photos, is becoming an important criterion when choosing a photo studio. Studio Coffret designs a different concept and story for each location, providing distinct spatial experiences while combining this with the scalability of a chain. Unlike typical chain stores that horizontally deploy the same design or format, Studio Coffret builds each location’s concept, story, and spatial design from scratch. As a result, no two Studio Coffret locations are the same. Maintaining brand quality and experiential value while giving each location its own design and story is the brand’s unique strength. Caratt has therefore defined “Atelier Chain” as a market category that combines atelier-like originality and design quality with the scalability and reproducibility of a chain. The category is positioned as one that offers both design originality and the value of price and convenience. Its defining elements include unified branding across the entire brand; concepts and spatial d