Funai Electric will supply TVs exclusively to Yamada Denki under a 10-year partnership deal signed last year. OLED TVs will be included in the lineup next year.
Yamada Denki aims to capture 20% of the domestic market by 2020 solely through sales of Funai brand TVs.
Previously, Yamada Denki Vice Chairman Tadao Ichimiya had only said, "prices would be reasonable." The prices revealed Friday ranged from 32,800 yen ($297) for the cheapest 24-inch TV to 319,800 yen for the most expensive 65-inch model.
"I came here to find a replacement for a TV I bought about 10 years ago. I'll be looking at a range of products, including Funai Electric's," said a businessman shopping at Yamada Denki's main store in Tokyo's Ikebukuro district.
Sales of flat-screen TVs in Japan dropped from about 5.7 million units in 2015 to around 4.9 million last year. But the market may grow again as consumers prepare for the 2020 Tokyo Olympics and replace TVs bought in 2009, when Japan began an incentive program for purchases of eco-friendly electronics.