Sixty Percent
Sixty Percent (SIXTYPERCENT Inc.) operates a cross-border e-commerce marketplace curating 2,700+ Asian fashion brands for Japanese Gen Z consumers, plus 360-degree brand partnership services for Asian brands entering Japan. Founded 2018 in Tokyo, it lists 200,000+ items across 10+ Asian countries.
- Company typePrivate
- Founded2018
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Sixty Percent does
Sixty Percent (legally 株式会社シックスティーパーセント / SIXTYPERCENT Inc.) is a Tokyo-headquartered cross-border fashion e-commerce company founded on July 20, 2018. It operates the "60%" global marketplace, which curates and sells products exclusively from Asian fashion brands to Japanese consumers and, since March 2024, to international consumers via an English-language storefront. The platform serves a Gen Z demographic (90% of users reportedly in their teens to twenties) seeking Asian streetwear and designer brands not readily available domestically. Across its operated storefronts and sub-brands it lists 2,700+ brands and 200,000+ items sourced from 10+ Asian countries (Korea, China, Taiwan, Thailand, Indonesia, Vietnam, Singapore, Malaysia, Hong Kong), with management stating that over 70% of the listed brands make their Japan debut through the platform.
The product portfolio consists of the core 60% marketplace, the LEVELY high-end sub-store (relaunched November 2024), the ASIANVOICE cultural media property (50+ published interviews), and the ASIAN BRANDS 60 industry initiative launched in early 2025. Underlying the marketplace is a proprietary cross-border e-commerce stack that handles logistics, language, payments, and customer service in-house, with management claiming brands can begin selling globally within three days of contracting. The company also sells a "Brand Partner Services" module — a 360-degree suite covering SNS management, TikTok Shop operations, pop-up stores, distribution into Japanese select shops and EC malls, and IP collaborations — which it sells primarily to mid-sized Asian brands seeking Japan entry. No AI/ML components, APIs, or model integrations are disclosed in the source materials.
Revenue is generated through four streams: (1) marketplace commissions on third-party brand sales; (2) fees for Brand Partner Services; (3) wholesale/distribution transactions when acting as exclusive Japan agent (e.g., KILLWINNER); and (4) traditional transaction fees on direct distribution to Japanese retailers. As of June 2026, Sixty Percent became a consolidated subsidiary of fashion group ANDST HD following a 68% stake acquisition, while co-founders Taiga Manabe (CEO) and Nanae Matsuoka (CBO) retained 32% and continue to run operations. Cumulative equity raised prior to that transaction was approximately 650 million yen (~$4.3M), with the most recent disclosed round of 460 million yen closing in February 2024 led by KURONEKO Innovation Fund (managed by Global Brain) with participation from Yamato Holdings, Mitsubishi UFJ Capital, PE&HR, HAKOBUNE, Frontier International, and individual investor VERBAL.
Sixty Percent firmographics
Firmographics- Name
- Sixty Percent
- Legal name
- 株式会社シックスティーパーセント (SIXTYPERCENT Inc.)
- Website
- https://corp.sixtypercent.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sixty Percent (SIXTYPERCENT Inc.) operates a cross-border e-commerce marketplace curating 2,700+ Asian fashion brands for Japanese Gen Z consumers, plus 360-degree brand partnership services for Asian brands entering Japan. Founded 2018 in Tokyo, it lists 200,000+ items across 10+ Asian countries.
- Ownership category
- akta.pro rank
Sixty Percent industry classification
Industry- Product category
- Online Fashion Marketplace
- NAICS
- Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Fast Fashion & Trend-led Apparel Retail (CRAAABAH)
Keywords
Where Sixty Percent is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Sixty Percent business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- E-commerce Marketplace Commission: Platform fees from Asian fashion brands selling through the 60% marketplace. Brands can list products without upfront costs and pay fees upon sales.
- Brand Partnership Services: 360-degree support services for brands entering Japanese market including SNS management, TikTok Shop operations, pop-up stores, distribution, and IP collaborations. Revenue from service fees.
- Distribution/Wholesale: Distribution of Asian brands to Japanese select shops and EC malls through their distribution network.
- Agency/Distribution Rights: Exclusive distribution agreements for brands like KILLWINNER in Japan, including wholesale purchases and sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom brand partnership services |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Sixty Percent product offering
Product offeringCore offering
Sixty Percent operates "60%", a global cross-border fashion e-commerce marketplace exclusively curating Asian brands (streetwear, casual, designer, and lifestyle) from 10+ Asian countries, offering 2,700+ brands and 200,000+ items. The company also provides Brand Partner Services that deliver 360-degree Japanese market-entry support—including SNS management, TikTok Shop operations, pop-up retail, IP collaborations, and distribution to Japanese select shops and EC malls—for Asian fashion brands. Complementary sub-initiatives include LEVELY (high-end Asian street and designer area) and ASIAN VOICE (cultural media platform with 50+ designer interviews).
Product overview
Sixty Percent operates a platform-plus-modules architecture consisting of the core 60% e-commerce marketplace, supplemented by specialized sub-products (LEVELY for high-end streetwear, ASIANVOICE cultural media platform) and the ASIAN BRANDS 60 initiative. The company also offers brand partner services providing 360-degree Japanese market entry support including SNS marketing, TikTok Shop operations, offline retail, collaboration products, and distribution services.
Differentiator
Problem solved
Functional benefit
Brands
- LEVELY (レベリー): High-end brand area within '60%' featuring street and designer brands with hard-to-find items from Asia. Key visual created by Ryuji Kamiyama.
- ASIANVOICE
- ASIAN BRANDS 60
Products and services
- 60% (Sixty Percent) Main Marketplace Global cross-border fashion e-commerce marketplace aggregating 2,700+ Asian fashion brands and 200,000+ items from Korea, China, Taiwan, Thailand, Indonesia and other Asian countries, targeting Gen Z and young millennial consumers in Japan and worldwide through web and iOS/Android apps.
- LEVELY (レベリー) High-end brand area within 60% featuring street and designer brands with hard-to-find and exclusive Asian items; operates a dedicated microsite and targets collectors of rare Asian streetwear and designer pieces.
- Brand Partner Services 360-degree Japanese market-entry support service for Asian fashion brands, covering SNS operations (Instagram, TikTok, X), TikTok Shop management, pop-up store execution, IP collaboration planning, and distribution to Japanese select shops and e-commerce malls.
Quantifiable outcome
- 70%+ of platform brands make Japan debut through 60%
- +3 more outcomes
Companies that use Sixty Percent
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Sixty Percent technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sixty Percent partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ANDST HD (アンドエスティHD)coreAcquired 68% stake on June 17, 2026 (share transfer June 30, 2026). ANDST HD is a multi-brand fashion company group including Adastria, Element Rule, BUZZWIT, Zetton. Founders retain 32% ownership.
- SHINSEGAE HYPERGROUND (新世界ハイパーグラウンド)coreMarketing partner agreement for Japanese market. SHINSEGAE operates major department stores in Korea. 60% provides MZ-generation focused marketing strategy for Korean fashion brands in Japan.
- KILLWINNER (キルウィナー)coreExclusive general agency agreement for Japan market. Chinese sneaker brand popular among Chinese Gen Z and celebrities. Main series 'German Training' sold ~100,000 pairs/month in China.
- and ST (アンドエスティ)minorCollaboration pop-up event '60% Meets and ST TOKYO' at Harajuku flagship store featuring 12 Korean brands with exclusive items and pre-sales.
- HYTEK Inc.minorAward-winning branding agency specializing in culture and global creative projects. Art direction for ASIAN BRANDS 60 by Takaya Mitsunaga.
- Yokogi&Masui Law Office (横木増井律师事务所)minorLegal advisor for the company.
Scale indicators8 records
Recent moves7 records
Expansion highlights7 records
Sixty Percent competitors and assessment
Company assessmentRegional players
- Urban Revivo: Chinese fast-fashion brand with rapid global retail expansion. Comparable as a trend-led Asian fashion brand successfully scaling internationally; demonstrates the brand-side potential Sixty Percent is helping to enable.
- I.T Limited: Hong Kong-based multi-brand fashion retailer (5cm, b+ab, etc.) with strong presence in Asia. Comparable multi-brand curation model, though primarily physical retail and Hong Kong-focused rather than marketplace-based.
Broad incumbents
- Farfetch: Global luxury fashion marketplace (now part of Coupang). Broader and more luxury-skewing than Sixty Percent, but offers a comparable multi-brand curation and cross-border fulfillment model for international fashion consumers.
- SSENSE: Canadian-based global multi-brand luxury and streetwear e-commerce platform. Comparable in curating premium and emerging designer brands with strong Gen Z / millennial positioning.
Direct peers
- Musinsa: South Korea's leading fashion e-commerce platform, serving a similar Gen Z streetwear audience and curating emerging Asian brands. Highly comparable business model, target customer, and category focus, though operating primarily in the Korean market.
- StockX: Global streetwear, sneaker, and apparel marketplace. While focused on resale, it shares the Asian streetwear brand portfolio, Gen Z user base, and cross-border logistics infrastructure. The most global comparable.
- ZOZO (Zozotown): Japan's largest online fashion marketplace with thousands of brands, similar two-sided marketplace model. While broader in scope (all fashion, not just Asian), ZOZO is the dominant incumbent Sixty Percent must position against for Japanese Gen Z fashion share.
- KREAM: Korean sneaker and streetwear resale/marketplace platform. Comparable in targeting Asian Gen Z streetwear demand and operating a curated marketplace model with KILLWINNER-style brands, though KREAM is more sneaker-resale focused.
- GOAT: Leading global sneaker and streetwear marketplace. Directly comparable in addressing Gen Z demand for Asian streetwear (including KILLWINNER-style brands) and cross-border commerce infrastructure.
- HBX (Hypebeast): Global streetwear and culture-driven e-commerce platform, owned by Hypebeast. Closely comparable in streetwear curation, Asian brand representation, and youth culture content; the most direct cross-border peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sixty Percent social profiles
Digital presenceSixty Percent financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sixty Percent leadership team
Management profileNumber of profiles
Profiles3 records
Sixty Percent funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sixty Percent M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sixty Percent
What does Sixty Percent do?
Sixty Percent operates "60%", a global cross-border fashion e-commerce marketplace exclusively curating Asian brands (streetwear, casual, designer, and lifestyle) from 10+ Asian countries, offering 2,700+ brands and 200,000+ items. The company also provides Brand Partner Services that deliver 360-degree Japanese market-entry support—including SNS management, TikTok Shop operations, pop-up retail, IP collaborations, and distribution to Japanese select shops and EC malls—for Asian fashion brands. Complementary sub-initiatives include LEVELY (high-end Asian street and designer area) and ASIAN VOICE (cultural media platform with 50+ designer interviews).
Is Sixty Percent a public or private company?
Sixty Percent is a private company. It is classified as corporate owned and is currently operating.
When was Sixty Percent founded?
Sixty Percent was founded in 2018. It employs 11 to 50 people.
Where is Sixty Percent based?
Sixty Percent is headquartered in Tokyo, Japan, in the Asia region.
How does Sixty Percent make money?
Four revenue lines are on record. E-commerce Marketplace Commission is the primary driver. The others are brand Partnership Services, distribution/Wholesale and agency/Distribution Rights.
Who are Sixty Percent's main competitors?
Regional players on record are Urban Revivo and I.T Limited. Broad incumbents are Farfetch and SSENSE. Direct peers are Musinsa, StockX, ZOZO (Zozotown), KREAM, GOAT and HBX (Hypebeast).
Does Sixty Percent have an API?
No public API is recorded for Sixty Percent.
What industry is Sixty Percent in?
Sixty Percent's product category is Online Fashion Marketplace. Its primary akta.pro industry code is CRAAABAH, Fast Fashion & Trend-led Apparel Retail. Its NAICS code is 4581 and its SIC code is 5600.