TLDR: Japanese clothing retailer Mac House has rebranded as Gyet Co. and embarked on a significant business transformation, focusing on digital assets, crypto mining, AI, and venture investments. The company has already acquired 106.6536 BTC for approximately $12 million and aims to accumulate a total reserve of 1,000 BTC, valued at over $100 million. This strategic shift has been met with strong investor confidence, evidenced by a substantial jump in its share price.
Gyet Co., the newly rebranded entity formerly known as Japanese clothing retailer Mac House, has officially launched an ambitious Bitcoin treasury strategy as part of a broader pivot into the digital asset space. The company announced on September 26, 2025, that it has already accumulated 106.6536 Bitcoin (BTC) at a cost of approximately 1.8 billion yen, equivalent to about $12 million. The long-term objective is to build a substantial reserve of 1,000 BTC, an endeavor currently valued at over $100 million.
This strategic overhaul, initially revealed in July, signifies a major departure from its traditional clothing retail business. Mac House will now operate as a subsidiary brand under the larger investment and holding company, Gyet Co. The expanded business remit includes a focus on digital assets, cryptocurrency mining, artificial intelligence (AI), venture investments, and mergers and acquisitions.
In a notable development in August, Gyet Co. forged a partnership with Zero Field to establish a dual-revenue data center business. This initiative is designed to support both generative AI operations and cryptocurrency mining, highlighting the company’s commitment to integrating cutting-edge technologies into its new business model. Beyond treasury management and mining, Gyet Co. plans to introduce Bitcoin payment options across its online and physical stores. The company is also exploring innovative concepts such as cryptocurrency rewards programs and the development of NFT products.
The market’s reaction to Gyet Co.’s transformation has been overwhelmingly positive. Following the initial announcement of its new business strategy and subsequent fundraising efforts, the company’s share price surged by an impressive 365% within a week. While the stock has experienced some stabilization since then, it continues to trade at more than double its value prior to the Bitcoin strategy, indicating sustained investor optimism regarding the company’s strategic pivot.
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Gyet Co.’s move reflects a growing trend among Japanese public companies embracing Bitcoin as a treasury asset. This trend was notably initiated by NEXON in 2021 with a $100 million Bitcoin investment. Since then, other prominent Japanese firms like Metaplanet, Remixpoint, ANAP Holdings, and Convano have also adopted similar Bitcoin treasury strategies, with Metaplanet emerging as one of the most aggressive, having accumulated 25,555 BTC worth over $2.8 billion.
