TENT
TENT (株式会社TENT) is a Tokyo-based SaaS provider offering rental platform infrastructure (Kauriru), RFID-based inventory management (ZAIKA), and outsourced fulfillment (Rental Stock), enabling Japanese retailers, manufacturers, and brands to launch rental, subscription, and rent-to-own commerce for physical goods.
- Company typePrivate
- Founded2017
- HeadquartersTokyo, Japan
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What TENT does
TENT (株式会社TENT), incorporated in Tokyo in July 2017, is a Japanese SaaS provider that builds rental and subscription commerce infrastructure for physical goods. Its core platform is Kauriru (カウリル), a cloud rental mall that lets retailers, manufacturers, and brands launch short-term rental, monthly subscription, and rent-to-own storefronts under their own domains. Kauriru is paired with ZAIKA (ザイカ), a rental-specialized inventory management system that uses RFID tags and QR codes to track each individual rental unit, manage rental-to-sale transitions, and integrate with downstream channels such as Mercari's Shop API for resale. A third module, Rental Stock, provides outsourced warehousing, shipping, return inspection, cleaning, and maintenance, enabling partners to operate rental businesses without standing up their own logistics. TENT also self-operates Chariru, an electric-assisted bicycle subscription service running on the Kauriru stack, which serves both as a direct consumer revenue line and as a reference deployment for enterprise prospects.
The company's business model combines B2B SaaS licensing (recurring platform fees, transaction commissions, and RFID/QR hardware sales to enterprise partners) with B2C marketplace revenue from its owned Kauriru storefront and Chariru subscription fleet. Enterprise go-to-market is sales-led and partnership-driven, with named customers including Honda Mobility Solutions, Autobacs SEVEN, ANA Sales, Book Off, Showa Lease, JR East Startup (GALA湯沢), and 有賀園ゴルフ, spanning automotive retail, mobility, travel, used goods, sports equipment, and tourism verticals. Consumer-facing discovery is product-led through Kauriru's self-serve rental mall, supplemented by physical pickup/return at partner retail locations. TENT has raised approximately ¥650 million in cumulative disclosed funding across angel (2018), Pre-Series A (2021), Series A (2023), and Pre-Series B (2024) rounds, and in October 2025 issued its first private placement bond to fund Chariru expansion. The company holds a granted business model patent (No. 7638515) covering seamless rental-and-sales inventory integration.
TENT firmographics
Firmographics- Name
- TENT
- Legal name
- 株式会社TENT
- Website
- https://tent-inc.jp
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TENT (株式会社TENT) is a Tokyo-based SaaS provider offering rental platform infrastructure (Kauriru), RFID-based inventory management (ZAIKA), and outsourced fulfillment (Rental Stock), enabling Japanese retailers, manufacturers, and brands to launch rental, subscription, and rent-to-own commerce for physical goods.
- Ownership category
- akta.pro rank
TENT industry classification
Industry- Product category
- Rental Management Software
- NAICS
- Recreational Goods Rental (532284)
- SIC
- Services-Equipment Rental & Leasing, Nec (7359)
- akta.pro primary industry
- Tents, Shelters & Sleep Systems Retail (CRAMAMAH)
- akta.pro secondary industry
- Outdoor Event Equipment Rentals (Umbrellas, Patio Heaters, Fire Pits) (HSACAFAL)
Keywords
Where TENT is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
TENT business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Platform Subscription / SaaS Licensing: TENT generates revenue by licensing its rental SaaS platform to B2B partners (retailers, manufacturers, service companies) who want to launch rental or subscription services. Partners pay recurring fees to use the platform infrastructure, which may vary by scale, number of SKUs, or transaction volume. This is a recurring revenue model with B2B enterprise contracts.
- Consumer Rental Platform (かうるる / Kaururu): TENT operates its own B2C rental marketplace 'かうるる' where individual consumers rent outdoor gear, sports equipment, and lifestyle products. Revenue comes from rental fees paid by consumers, which may be subscription-based or per-rental transaction fees.
- Transaction Fees / Commission: As a rental marketplace operator, TENT takes a commission or take rate on rental transactions processed through its platform, whether on the B2C Kaururu platform or on white-label partner platforms.
- Hardware / RFID Tag Sales: TENT may generate revenue from the sale of proprietary RFID tags, QR code labels, or related hardware components needed for partners to implement the rental inventory management system.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Electric Bicycle Subscription (昭和リース partnership) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
TENT product offering
Product offeringCore offering
TENT operates Kauriru (カウリル), a SaaS rental and subscription mall platform that enables retailers, manufacturers, and brands to launch rental, subscription, and rent-to-own storefronts online. The platform is paired with ZAIKA (ザイカ), a proprietary RFID/QR-code inventory management system that allows seamless switching between rental and sales states. TENT also runs its own branded consumer services (e.g., Chariru e-bike subscriptions) on the same infrastructure.
Product overview
TENT operates a platform-plus-modules architecture centered on two core SaaS products: the rental/submission mall platform Kauriru (カウリル) and the rental-specialized inventory management system ZAIKA (ザイカ). These are complemented by a fulfillment service called レンタルストック, an asset-lending management module CAMPIC COMPANY for internal/physical asset tracking, and a camping media/training sub-brand under the CAMPIC COMPANY name. TENT also self-operates branded subscription services (チャリル for electric bicycles) that run on the Kauriru platform. The platform supports rent-to-own (RentoOwn), subscription (monthly fixed-rate), short-term rental, coupon/promotion tools, eKYC verification, English-language store mode, and custom domain storefronts. ZAIKA supports RFID/QR-code per-item tracking with real-time dashboards and integrates with Mercari Shop API for resale transitions. TENT's products collectively serve B2B (platform customers) and B2C (directly operated brands) segments with a focus on circular economy and the ShareEase philosophy.
Differentiator
Problem solved
Functional benefit
Products and services
- Kauriru (カウリル) - Rental Mall SaaS Platform
Quantifiable outcome
- Partners can launch rental services within a short timeframe using TENT's pre-built infrastructure without requiring custom technology development
- +1 more outcomes
Companies that use TENT
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
TENT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
TENT partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, flagship and minor.
- Autobacks (オートバックスセブン)coreAutobacks (オートバックスセブン), a major Japanese automotive parts and accessories retail chain, partnered with TENT to launch electric mobility rental services (e-Bikes, e-Scooters) at their retail locations. TENT provides the rental SaaS platform, RFID/QR inventory management, and operational infrastructure, while Autobacks provides the physical retail footprint and customer traffic. This partnership represents a flagship B2B reference case for TENT in the mobility retail category.
- 昭和リース株式会社core昭和リース株式会社, a Japanese leasing and rental finance company, entered into a business partnership with TENT to develop electric bicycle subscription services. 昭和リース provides the financing and leasing infrastructure while TENT contributes the rental platform technology and operational capabilities. This partnership enables affordable electric bicycle subscriptions starting at ¥5,980/month for consumers, combining financial services expertise with TENT's technology.
- ANA Sales (ANAセールスイノベーション)flagshipANA Sales (ANAセールスイノベーション), the innovation subsidiary of All Nippon Airways, partnered with TENT to offer camping gear rental services to travelers. This partnership allows ANA to provide outdoor adventure experiences to travelers, expanding their service ecosystem beyond traditional air travel, while TENT gains access to ANA's large customer base of domestic and international travelers.
- 有賀園 golf (株式会社有賀園 golf)core有賀園 golf (株式会社有賀園 golf), a prominent Japanese golf equipment retailer, partnered with TENT to offer golf equipment rental services powered by TENT's platform. This allows 有賀園 golf to serve customers who want to try golf equipment before purchasing, or who prefer rental over ownership, adding a recurring revenue stream to their traditional retail business.
- Honda Mobility Solutions (ホンダモビリティソリューションズ)coreHonda Mobility Solutions (ホンダモビリティソリューションズ), the mobility service subsidiary of Honda Motor Co., partnered with TENT to offer e-Bike subscription services. This collaboration combines Honda's electric mobility product portfolio with TENT's rental platform technology, enabling Honda to reach consumers who prefer subscription-based access to electric mobility rather than outright purchase.
- ブックオフ (Book Off Corporation)coreブックオフ (Book Off Corporation), a major Japanese used goods retail chain with hundreds of physical locations, partnered with TENT for rental business operations. Book Off locations serve as physical retail partners where TENT-powered rental services are available. Book Off's extensive retail network provides convenient access points for consumers to pick up and return rental items.
- 釣具のキャスティング (株式会社ワールドスポーツ)minor釣具のキャスティング, operated by 株式会社ワールドスポーツ, is a fishing equipment retail chain that partnered with TENT to offer fishing gear rental services. This partnership enables fishing enthusiasts to rent rods, reels, and accessories before purchasing, or as an alternative to ownership, powered by TENT's rental platform.
- 琉球アスティーダminor琉球アスティーダ is an Okinawa-based sports retailer that partnered with TENT to offer hand-free equipment rental services targeting tourists and local residents in the Okinawa region. This partnership extends TENT's geographic reach and demonstrates the platform's adaptability to regional tourism use cases.
- JR東日本スタートアップ (GALA湯沢)minorJR東日本スタートアップ (JR East Startup), the startup investment arm of East Japan Railway Company, partnered with TENT for the GALA湯沢 ski resort extreme offsite program. TENT's rental platform is used to manage equipment rentals at this ski resort destination, providing infrastructure for the extreme sports experience offered at GALA湯沢.
Scale indicators1 record
Recent moves5 records
Expansion highlights7 records
TENT competitors and assessment
Company assessmentDirect peers
- Booqable: Booqable is a SaaS rental e-commerce platform used by retailers worldwide to launch online rental storefronts with inventory management. It is a direct peer to TENT's Kauriru product in providing white-label rental shop software to physical goods businesses.
- Rentman: Rentman is a cloud rental management platform for AV, event, and equipment rental companies, covering inventory, scheduling, and crew management. It competes with TENT's Kauriru + ZAIKA combination in the equipment-rental SaaS category.
- Current RMS: Current RMS provides rental management software for AV, production, and events businesses with inventory tracking, quoting, and operations modules. It is a direct SaaS peer to TENT's ZAIKA rental inventory management system.
- Cheqroom: Cheqroom provides equipment checkout, rental, and asset management software used by enterprises, schools, and AV departments. It is a direct SaaS peer to TENT's CAMPIC COMPANY lending management module for physical asset tracking and check-out workflows.
Emerging players
- Hygglo: Hygglo operates a peer-to-peer rental marketplace across the Nordics and Europe for cameras, tools, and outdoor gear. It is comparable to TENT's Kaururu (カウリル) consumer marketplace in enabling individuals to rent physical goods through a hosted platform.
Broad incumbents
- Grover: Grover is a Berlin-based consumer electronics and equipment subscription-rental company operating across Europe with its own warehousing and subscription pricing. It is comparable to TENT's Chariru self-operated e-bike subscription and Kauriru-hosted subscription offerings, but at significantly larger scale.
- Rent the Runway: Rent the Runway pioneered clothing-rental-as-a-service with proprietary logistics, cleaning, and subscription management infrastructure. It is comparable to TENT's full-stack rental platform concept (software + inventory + fulfillment) but in a single vertical at much larger scale.
- KINTO (Toyota): KINTO is Toyota's mobility subscription service offering car, bicycle, and mobility subscriptions in Japan and globally. It is comparable to TENT's Chariru/EveryGo e-Bike subscription offerings but built and operated by an incumbent automaker with captive capital.
Regional players
- Rentomojo: Rentomojo is an India-based subscription rental platform for furniture, appliances, and bikes. It is comparable to TENT's B2C rental marketplace model and self-operated subscription business but serves the Indian market rather than Japan.
- Anyca (Carly/KINTO one): Anyca was a Japanese peer-to-peer car-sharing platform (now integrated with KINTO one), enabling consumers to rent private vehicles. It is a regional peer sharing TENT's Japan rental-marketplace DNA but focused on automobile sharing rather than outdoor gear and sports equipment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
TENT social profiles
Digital presenceTENT financial estimates
Financial estimateRevenue estimate
Valuation estimate
TENT leadership team
Management profileNumber of profiles
Profiles2 records
TENT funding detail
Funding detailFunding overview
Funding rounds4 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TENT 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 TENT
What does TENT do?
TENT operates Kauriru (カウリル), a SaaS rental and subscription mall platform that enables retailers, manufacturers, and brands to launch rental, subscription, and rent-to-own storefronts online. The platform is paired with ZAIKA (ザイカ), a proprietary RFID/QR-code inventory management system that allows seamless switching between rental and sales states. TENT also runs its own branded consumer services (e.g., Chariru e-bike subscriptions) on the same infrastructure.
Is TENT a public or private company?
TENT is a private company. It is classified as venture growth investor backed and is currently operating.
When was TENT founded?
TENT was founded in 2017. It employs 1 to 10 people.
Where is TENT based?
TENT is headquartered in Tokyo, Japan, in the Asia region.
How does TENT make money?
Four revenue lines are on record. Platform Subscription / SaaS Licensing is the primary driver. The others are consumer Rental Platform (かうるる / Kaururu), transaction Fees / Commission and hardware / RFID Tag Sales.
Who are TENT's main competitors?
Direct peers on record are Booqable, Rentman, Current RMS and Cheqroom. Hygglo is listed as an emerging player. Broad incumbents are Grover, Rent the Runway and KINTO (Toyota). Regional players are Rentomojo and Anyca (Carly/KINTO one).
Does TENT have an API?
No public API is recorded for TENT.
What industry is TENT in?
TENT's product category is Rental Management Software. Its primary akta.pro industry code is CRAMAMAH, Tents, Shelters & Sleep Systems Retail, with a secondary code of HSACAFAL, Outdoor Event Equipment Rentals (Umbrellas, Patio Heaters, Fire Pits). Its NAICS code is 532284 and its SIC code is 7359.