HitoHana

What HitoHana does

HitoHana (ひとはな) is a Japanese online direct-to-consumer retailer of flowers and indoor plants, operated by Beer and Tech Co., Ltd. (株式会社Beer and Tech) and headquartered in Saitama-shi, with a distribution center in Urayasu-shi. Founded in 2014, the company runs the hitohana.tokyo e-commerce platform serving both individual consumers (DTC gifting, home decoration, subscriptions) and corporate customers (bulk orders, multi-location delivery, rental green programs via a dedicated enterprise portal at hitohana-order.hitohana.tokyo). The catalog spans indoor ornamental plants (Ficus, Monstera, palms, olive trees, etc.), Phalaenopsis orchids in four sizes, fresh flower bouquets, professional and luxury arrangements, standing flower displays, dried, preserved and artificial flowers, bonsai, pot covers, vases, and gardening accessories. Differentiating customer-experience features include the あんしん樹形セレクト tree-shape selection service (paid), free pre-delivery photo notifications for gifts, optional repotting, message plaques/cards, an e-gift digital channel, and a five-tier flower subscription (お花の定期便) priced from ¥1,320 to ¥4,950 per delivery with no commitment and a complimentary starter vase.

The business model blends one-time product sales (plants and arrangements ranging from ~¥3,000 to ¥100,000+), recurring subscription revenue, value-added services (consultation, repotting, tree-shape selection), and recurring enterprise revenue from the rental green program. GTM motion is hybrid: self-service e-commerce for consumers complemented by a field/corporate sales layer with consolidated billing for B2B orders. Marketing relies on organic channels — two dedicated Instagram accounts (flowers and plants), a YouTube channel for plant-care education, the HitoHana Note blog, SEO-optimized product pages, and LINE for post-sale customer consultation. Geographic footprint is domestic Japan only, with next-day delivery nationally subject to restrictions for Okinawa and certain remote islands.

Operationally, HitoHana is a lean, capital-efficient private company (stated 1–10 employees) that has raised only one disclosed funding round (~US$890,028 in October 2017 from ANRI and GlobalBrain). Strategic supply is anchored by a core partnership with Oguraen, a Gunma-based olive grower cultivating 100+ varieties. Leadership is founder-led, with Representative Director Morita Norihisa (森田憲久) as operating head; no public revenue, ARR, or GMV figures are disclosed.

Name

HitoHana

Legal name

株式会社Beer and Tech

Website

https://hitohana.tokyo

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

HitoHana is a Japanese online retailer of flowers and indoor plants, operating the hitohana.tokyo e-commerce platform for individual consumers and corporate customers across Japan, with a flower subscription, corporate bulk-order and rental green channels, and next-day nationwide delivery.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales (One-time): Sale of ornamental plants, flower arrangements, Phalaenopsis orchids, pot covers, and vases through e-commerce. Includes unique/single-item plants with tree shape selection options.
2. Flower Subscription (お花の定期便): Recurring flower delivery subscription with no commitment. Five tiers from Lite to LL. Customers can change flower colors through member portal. Auto-renewal until cancellation.
3. Additional Services: Optional paid services including tree shape consultation (あんしん樹形セレクト), repotting service, watering checker devices, and gift wrapping.
4. Corporate Services: Bulk order services, multi-location delivery management, and rental green programs for corporate customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

HitoHana is an online retail platform that sells ornamental plants, flowers, Phalaenopsis orchids, and related accessories for personal and corporate gifting across Japan. The platform combines a direct-to-consumer e-commerce storefront (hitohana.tokyo) with nationwide next-day delivery, a no-commitment recurring flower subscription in five tiers, value-added services such as tree-shape selection and repotting, and B2B-specific offerings including corporate bulk ordering with consolidated billing, multi-address delivery, and a plant rental program for office decoration.

Product overview

HitoHana is a Japanese online gift-retail platform specializing in flowers and plants, operated by Beer and Tech Co., Ltd. The platform functions as a unified e-commerce marketplace offering a comprehensive portfolio of products organized around a core plant and flower catalog. The primary product categories include indoor ornamental plants (観葉植物) — encompassing tropical varieties, ficus species (Ficus umbellata, Ficus benghalensis, Ficus altissima, Ficus benjamina, Ficus rubiginosa, Ficus burgundy, Ficus lyrata, Ficus robusta), palms, monsteras, dracaenas, olive trees, coffee plants, scheffleras, sansevierias, anthuriums, table palms, ivy, dischidia, sugar vines, and jade trees — and Phalaenopsis orchids (胡蝶蘭) available in large-flowered, medium-flowered, midi, and mini sizes. Supporting product lines include Western orchids (洋蘭), flower bouquets (花束・ブーケ), floral arrangements and luxury arrangements (アレンジメント, 豪華アレンジメント), standing flower displays (スタンド花), artificial flowers (アーティフィシャルフラワー), dried flowers (ドライフラワー), preserved flowers (プリザーブドフラワー), bonsai (盆栽), potted flowers, branches, fake greenery (フェイクグリーン), pot covers (鉢カバー・植木鉢), gardening tools (園芸グッズ), and vases/flower bases (花瓶・フラワーベース). The platform differentiates through value-added services including a flower subscription (お花の定期便) with five tiers from ¥1,320 to ¥4,950 per delivery, a tree-shape selection service (あんしん樹形セレクト) with photos of actual plants, repotting services, free delivery photo notifications, free message plaques/cards (立て札・メッセージカード), plant consultation support, an e-gift feature, corporate bulk-order and multi-address delivery services, and a green plant rental program. Additional offerings include seasonal flower gifts and direct-from-producer flower deliveries. HitoHana also publishes educational content through its HitoHana Note (ひとはなノート) blog.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Ornamental Plants (観葉植物) Indoor ornamental plants including tropical varieties, ficus species (Ficus umbellata, Ficus benghalensis, Ficus altissima, Ficus benjamina, Ficus rubiginosa, Ficus burgundy, Ficus lyrata, Ficus robusta), palms, monsteras, dracaenas, olive trees (including 100+ varieties from partner Oguraen), coffee plants, scheffleras, sansevierias, anthuriums, table palms, ivy, dischidia, sugar vines, and jade trees, sold individually or with decorative pot covers. Targeted at consumers seeking greenery for home, office, and gift occasions.
• Phalaenopsis Orchids (胡蝶蘭) Phalaenopsis orchids available in large-flowered (胡蝶蘭大輪) for premium grand opening and major business gifts, medium-flowered (胡蝶蘭中大輪) for versatile celebrations, midi (ミディ胡蝶蘭) for personal gifts and smaller displays, and mini (ミニ胡蝶蘭) for intimate gifting and desktop décor. Includes a dedicated offering/memorial sub-line for Buddhist services and funerals.
• Western Orchids (洋蘭) Western orchid varieties distinct from Phalaenopsis, offering diverse orchid options for personal and corporate gifting.
• Flower Bouquets (花束・ブーケ) Fresh flower bouquets and bundles available for next-day delivery, plus producer-direct flower deliveries. Suitable for birthdays, celebrations, and gifting occasions, with a large-volume mini bouquet set option for groups.
• Floral Arrangements (アレンジメント) Professional floral arrangements available for next-day delivery for celebrations and condolences, encompassing a Luxury Arrangement (豪華アレンジメント) sub-line designed for premium corporate gifting with elaborate designs.
• Standing Flower Displays (スタンド花) Standing flower displays (スタンド花) for event venues, grand openings, and ceremonial occasions, with curated price tiers from ¥10,000 to over ¥50,000.
• Artificial Flowers (アーティフィシャルフラワー) High-quality artificial flowers offering long-lasting decorative alternatives to fresh flowers for home decoration and gifting.
• Dried Flowers (ドライフラワー) Dried flower products providing long-lasting decorative arrangements for home and gift purposes, available in price tiers up to ¥10,000+.
• Preserved Flowers (プリザーブドフラワー) Preserved flower products (プリザーブドフラワー) processed to maintain their appearance for extended periods compared to fresh flowers.
• Bonsai (盆栽) Bonsai trees offered as decorative indoor plants with traditional Japanese aesthetic appeal for home, office, and gift occasions.
• Pot Covers (鉢カバー・植木鉢) Decorative pot covers and planters (鉢カバー) available in various sizes (2号 to 10号), materials, and colors to complement plant purchases. Pricing starts around ¥4,400 for an 8-inch Raster Pot cover.
• Fake Greenery (フェイクグリーン) High-quality artificial/fake green plants as maintenance-free decorative alternatives for spaces where live plants are impractical.
• Gardening Tools (園芸グッズ) Gardening tools and supplies to support plant care and maintenance for purchased plants.
• Vases and Flower Bases (花瓶・フラワーベース) Vases and flower bases available in various styles and sizes, including a complimentary vase offered to new flower subscription customers.
• Condolence and Offering Flowers (お悔やみ・お供えの花) Condolence and memorial flower arrangements for funerals, Buddhist memorial services, and remembrance occasions, with respectful presentation and appropriate color selection for mourning.
• Flower Subscription (お花の定期便) Recurring flower delivery subscription (お花の定期便) with no commitment and auto-renewal until cancellation. Five tiers: Lite (¥1,320, 4-6 stems at 15cm), S (¥1,980, 4-9 stems at 25cm), M (¥2,640, 7-11 stems at 25cm), L (¥3,850, 10-15 stems at 35cm), LL (¥4,950, 13-20 stems at 35cm). Customers can change flower colors through the member portal.
• Tree Shape Selection Service (あんしん樹形セレクト) Paid optional add-on service (¥1,100 for 8-inch pots, ¥2,200 for 10-inch pots) allowing customers to view and select actual photos of specific plants before delivery, ensuring the desired tree shape is chosen. Plant photos sent within five days of order.
• Repotting Service (植え替えサービス) Optional paid repotting service (¥3,850) where plants are repotted into fresh soil before shipment to ensure better pest control and growing conditions on arrival.
• Plant Consultation Service (植物相談) Expert plant consultation service staffed by qualified personnel to assist customers with plant selection, care advice, and problem resolution for purchased plants.
• Corporate Bulk Order and Multi-Address Delivery (法人向け大口注文・複数箇所お届け) Dedicated B2B service for corporate customers enabling bulk gift orders with multiple delivery addresses across Japan for occasions such as corporate gifting, opening celebrations, and relocation gifts. Operates through the hitohana-order.hitohana.tokyo corporate portal with consolidated billing options and dedicated account support.
• Rental Green Service (レンタルグリーン) Recurring green plant rental service for businesses, providing temporary and ongoing plant displays for offices and commercial spaces with installation, replacement, and ongoing maintenance included.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 小倉園 (Oguraen)coreStrategic or Co-development PartnerPremier olive tree producer from Gunma Prefecture, Japan. Cultivates over 100 varieties of olives in challenging temperature conditions (40°C summers to -8°C winters). Provides HitoHana with premium olive trees with carefully developed root systems, tree forms, and soil compositions. Represents a core supply partnership for HitoHana's olive tree offerings.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bloom & Wild: Bloom & Wild is a UK-origin D2C online flower delivery brand that pioneered letterbox flowers and a strong gifting UX. Its product-led, e-commerce-first model and subscription gifting business mirror HitoHana's playbook adapted for the Japanese market.
• Hibiya-Kadan (日比谷花壇): Hibiya-Kadan is a major Japanese florist with national delivery, subscription services, and a strong enterprise gifting franchise. It is the closest at-scale direct competitor in Japan for both consumer flower subscriptions and corporate accounts.
• Aoyama Flower Market: Aoyama Flower Market is Japan's largest specialty florist chain with both physical and online gifting channels. It directly competes with HitoHana across flower bouquets, arrangements, and corporate gifting occasions in the same domestic market.
• UrbanStems: UrbanStems is a digitally-native online flower and plant retailer with same-day/next-day delivery and curated gifting collections. It overlaps with HitoHana's design-led bouquets, subscription tiering, and nationwide next-day delivery proposition.
• The Bouqs Co. The Bouqs Co. is a US-based online florist offering farm-direct flowers and subscription plans. Its direct-to-grower sourcing and recurring bouquet subscriptions parallel HitoHana's flower-subscription and 産地直送 farmer-direct offerings.

Broad incumbents

• 1-800-Flowers: 1-800-Flowers.com is a publicly listed US gifting conglomerate covering flowers, plants, and gift baskets. Although primarily US-based, it represents the scaled, multi-category gifting model that HitoHana is building toward within Japan.
• Teleflora: Teleflora is a US floral relay network aggregating local florists under one brand for gifting delivery. Its aggregator/local-shop model contrasts with HitoHana's vertically integrated e-commerce approach, making it a useful incumbent benchmark.
• FTD (Florists' Transworld Delivery): FTD is a long-established global flower delivery network serving consumer and corporate floral gifting. Its enterprise and subscription gifting franchises are comparable to HitoHana's B2B bulk-order and recurring corporate programs.
• Interflora: Interflora is an international flower relay network that operates local-florist-driven gifting across multiple countries. It represents the global, scaled gifting network model against which HitoHana's nationwide Japan-only delivery platform is benchmarked.

Emerging players

• ProFlowers / From You Flowers: From You Flowers is a US online floral marketplace with discount positioning, direct-shipping capability, and broad occasion catalogs. It is comparable to HitoHana in being a primarily digital, occasion-driven plant and flower retailer with nationwide reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/hitohana_tokyo
• YouTubeyoutube.com/@hitohana_tokyo_green
• Facebookfacebook.com/hitohana.tokyo
• Instagraminstagram.com/hitohana_tokyo

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HitoHana