Palma

What Palma does

Palma Co., Ltd. (株式会社パルマ, TSE Mothers: 3461) is a Tokyo-based, publicly listed outsourcing platform serving the Japanese self-storage (trunk room) industry. The company operates as a B2B2C provider, delivering four integrated solution lines: Business Solutions (rent debt guarantee and operational BPO covering screening, collections, and property management), Turnkey Solutions (end-to-end facility development from land acquisition to opening), IT Solutions (online booking, payment processing, and inventory management), and Property Management services. Palma reports that approximately 60% of Japan's domestic self-storage operators rely on its rent debt guarantee BPO service, a market position reinforced by decade-long scale economics.

Its technology stack centers on the proprietary 'Kuragime' self-storage information API, the 'Niconico Storage' search and reservation portal (formerly Niconico Trunk), the Clarisse web reservation/inventory platform, and supporting tools such as the P-Call automated outbound phone system and 360-degree VR virtual tours via F Minor's 3D Stylee. Palma markets its owned facilities under the Keep It brand and operates sub-brands including Niconico Storage, Ultra Trunk (Ultraman-licensed), and Light Storage (managed for Tokyo Electric Power Land).

The company generates revenue through recurring BPO and guarantee fees, IT/software subscriptions, one-time turnkey development sales, and ongoing managed-service property contracts. Distribution is anchored by direct B2B sales to operators and co-development/management agreements with major Japanese real estate groups (Mitsubishi Estate, JR East Urban Development, JR Tokai Shizuoka Development, Tokyo Electric Power Land, Mitsui Fudosan Realty, and Japan Post Group). Palma is a wholly operating subsidiary of the Dear Life Group (TSE Prime listed) and also operates internationally via Keep-it Bangkok, opened in Thailand in July 2018.

Name

Palma

Legal name

株式会社パルマ

Website

https://palma.jp

Company type

Public

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Palma (TSE Mothers: 3461) is a Tokyo-listed B2B platform serving Japan's self-storage industry, providing rent debt guarantee BPO, turnkey facility development, IT booking/payment systems, and property management to approximately 60% of domestic operators under the Keep It, Niconico Storage, and partner sub-brands.

Ownership category

akta.pro rank

Product category

Self-Storage BPO and Facility Development Services

NAICS

Lessors of Miniwarehouses and Self-Storage Units (53113), Lessors of Miniwarehouses and Self-Storage Units (531130), Other Warehousing and Storage (49319)

SIC

Public Warehousing & Storage (4220), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Self-Storage Facility Management & Operations (Third-Party Managed) (HSAKAGAI)

akta.pro secondary industries

Self-Storage Property Management (BPAJAGAM), Standard/Non-Climate Self-Storage (HSAKAGAB)

Keywords

• Self-storage services
• Rent debt guarantee BPO
• Facility development
• Storage booking platform
• Property management services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Business Solution Services (BPO): Rent debt guarantee combined with business process outsourcing for self-storage operators, covering screening, property management, rent collection, and debt guarantee. Used by approximately 60% of domestic self-storage operators in Japan. Provides recurring revenue through guarantee fees and service fees.
2. Turnkey Solution Services: End-to-end self-storage facility development from land acquisition to construction and sales, serving property developers and investors. Revenue generated from facility development sales and property management fees.
3. IT Solution Services: Web booking, payment processing, and inventory management systems provided to self-storage operators. Revenue from software service fees.
4. Property Management Services: Property management services for self-storage facilities under development or management contracts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Palma provides BPO services and rent debt guarantee to self-storage facility operators in Japan, serving approximately 60% of domestic operators. The company also offers turnkey self-storage facility development from land acquisition through construction and sales, IT solutions for booking/payment/inventory management, and operates its own Keep-it brand indoor self-storage facilities. Its proprietary digital platform enables real-time availability search, online reservation, contract processing, and payment collection.

Product overview

Palma operates as a B2B2C self-storage business platform provider in Japan, organized around three core solution services: Business Solutions (賃料債務保証付きBPO services serving ~60% of domestic operators), Turnkey Solutions (facility development from land acquisition to sales), and IT Solutions (digital booking and inventory management platform). The company markets its facilities under the 'Keep It (キーピット)' brand primarily, with sub-brands including 'Niconico Storage (ニコニコ収納庫)' for its search portal, 'Ultra Trunk (ウルトランク)' for Ultraman-licensed properties, and 'Light Storage (ライトストレージ)' for partnerships. Key supporting products include the 'P-Call' automated phone system, 'クラギメ' API for data distribution, and the 'EC Photo Studio Service' at select facilities. The company also offers educational services through its 'Trunk Room Management Master Course' online program.

Differentiator

Problem solved

Functional benefit

Brands

• キーピット (Keep It): 屋内型セルフストレージ施設ブランド
• ニコニコ収納庫 (Niconico Storage)
• クラリス (Clarisse)
• P-Call
• ライトストレージ (Light Storage)

Products and services

• Keep It (キーピット) Palma's primary self-storage brand operating indoor storage facilities across Japan. Provides secure, air-conditioned storage units from 0.5 to 16+ tsubo in size with 24-hour security monitoring, elevator access, and online booking capabilities for individual consumers and businesses needing storage space.
• Niconico Storage (ニコニコ収納庫) Self-storage search and reservation portal site operated by Palma, offering real-time availability search, online reservation, and payment functionality for self-storage facilities across the network.
• Business Solutions Service (ビジネスソリューションサービス) Comprehensive BPO service for self-storage facility operators including rent debt guarantee, property management, tenant screening, operations support, and collections. Serves approximately 60% of domestic self-storage operators in Japan with recurring revenue through guarantee fees and service fees.
• Turnkey Solutions Service (ターンキーソリューションサービス) End-to-end self-storage facility development service covering land acquisition, facility development, construction, and sales. Supports property owners and developers with one-stop development from site selection through facility launch, generating revenue from facility development sales and property management fees.
• IT Solutions Service (ITソリューションサービス) Digital platform providing real-time availability search, online reservation, and payment processing for self-storage facilities, including inventory management system and booking APIs. Revenue generated from software service fees to self-storage operators.
• Kuragime (クラギメ) API Self-storage information API delivery service that distributes Palma's self-storage inventory data and availability information to various partner portals and websites, enabling third-party platforms to list available storage units and process bookings.
• P-Call (P-コール) Automated Phone System High-speed automated phone system using mechanical voice synthesis with rapid outbound calling, multiple branching options, and SMS functionality. Designed for collection calls and account status communications for self-storage operators and BPO service providers.
• Trunk Room Management Master Course (トランクルーム経営マスター講座) Online educational course covering self-storage business fundamentals, operations, marketing, and profitability strategies, including a property tour. Priced at 300,000 JPY excluding tax with optional consulting support for facility opening at additional 200,000 JPY.
• EC Photo Studio Service Photography studio facilities available at select Keepit locations for e-commerce businesses to photograph products. Includes screens, lighting, tripods, cameras, and workstations for product photography.
• Keep-it Bangkok (キーピットバンコク) International self-storage facility opened in Bangkok, Thailand in July 2018. A 7-story facility near Ekkamai main road featuring air-conditioned units, Secom security system, 24-hour monitoring, and multilingual website support in Japanese, English, and Thai.
• 360-Degree VR Self-Storage Tours 360-degree VR virtual property viewing system for self-storage facilities developed using F Minor's 3D Stylee cloud software, enabling virtual property tours for prospective storage customers.
• Keepit Yokohama Hontomachi New indoor self-storage facility opened March 28, 2026 in Yokohama Hontomachi area of Japan offering diverse indoor storage unit options for consumers and businesses.

Quantifiable outcome

• 196% increase in examination requests and 231% increase in cumulative guarantee entrusted balance over the past decade
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Japan Post GroupcoreStrategic or Co-development Partner · 27 April 2026Deepening business cooperation with Japan Post Group in the self-storage market, announced April 2026.
• JB Sustainable Co., Ltd.majorStrategic or Co-development Partner · 23 April 2026Business partnership with JB Sustainable announced April 2026, expanding Palma's network in the self-storage market.
• Area Link Co., Ltd. (Hello Storage brand)coreStrategic or Co-development Partner · 2 March 2026Mutual business partnership where Area Link provides operational support for Palma's Niconico Storage properties (43 properties, 1,167 rooms) through its partner system targeting full occupancy, while Palma supplies its rent debt guarantee BPO service for Hello Storage operations. Both companies aim to leverage each other's strengths to strengthen their respective business foundations.
• Tokyo Electric Power Land Co., Ltd.coreStrategic or Co-development Partner · 17 December 2025Palma entered a management contract with Tokyo Electric Power Land for their new self-storage brand 'Light Storage.' Palma provides BPO services for facility operations including management and development support for the 'Light Storage Aoba-ichigao Store' indoor self-storage facility.
• JR Tokai Shizuoka Development Co., Ltd.majorStrategic or Co-development Partner · 10 January 2025Palma received a BPO contract to operate the self-storage facility 'JR Rental Box Shizuoka Minami-Abekawa' operated by JR Tokai Shizuoka Development, providing self-storage operational BPO services.
• Mitsui Fudosan Realty Co., Ltd.majorChannel Partner/ Reseller/ Distributor · 1 October 2024Business matching partnership for real estate opportunities related to self-storage development. Mitsui Fudosan Realty connects Palma with potential land and property opportunities for self-storage facility development.
• Mitsubishi Estate Co., Ltd.coreStrategic or Co-development Partner · 27 September 2024Joint development of indoor self-storage facilities with Mitsubishi Estate, one of Japan's largest real estate developers. Palma contributes its self-storage development expertise and operational platform.
• Sogo Shinyaku Co., Ltd.minorChannel Partner/ Reseller/ Distributor · 30 August 2024Palma started offering Keep-it brand trunk room facility introduction services through Sogo Shinyaku's platform, expanding distribution reach for its self-storage facilities.
• JR East Urban Development Co., Ltd.majorStrategic or Co-development Partner · 24 April 2023Palma received a BPO contract to operate the self-storage facility 'Box in Asagaya' operated by JR East Urban Development, providing comprehensive self-storage operational management services.
• Trunk System Industries Co., Ltd.minorOthers · 25 December 2020Palma made an additional investment in Trunk System Industries, a related company specializing in trunk room systems and equipment.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Area Link: Area Link operates the Hello Storage brand, Japan's largest self-storage chain, and is both a partner and competitor to Palma. Their mutual business partnership covers 43 properties / 1,167 rooms, making them Palma's most directly comparable Japanese self-storage peer.

Broad incumbents

• Extra Space Storage: Extra Space Storage is a large US self-storage REIT with thousands of facilities and a tech-enabled operating platform. Comparable to Palma as a self-storage operating specialist, though at vastly larger scale and focused on the US market.
• Public Storage: Public Storage is the largest US self-storage REIT with a national footprint and strong brand recognition. Relevant as a benchmark for self-storage facility operations, revenue per square foot, and platform monetization at scale.
• CubeSmart: CubeSmart is a US self-storage REIT operating over 1,300 facilities with a technology-forward platform. Comparable to Palma's IT-enabled operator model, though broader portfolio and US-focused.
• Shurgard Self Storage: Shurgard is Europe's largest self-storage operator with a network across multiple countries. Relevant as a multi-country self-storage operator with digital booking and recurring revenue model similar to Palma's platform.
• National Storage Affiliates: National Storage Affiliates is a US self-storage REIT with a differentiated affiliate/partnership operating model. Comparable to Palma's structure of serving multiple operators through a shared platform and services.

Emerging players

• Trunk System Industries: Trunk System Industries is a Japanese trunk-room equipment and partitioning systems company in which Palma holds a minority equity stake. Closely adjacent to Palma's turnkey development business as the equipment supplier.

Regional players

• iStorage (Singapore): iStorage is a leading self-storage operator in Singapore serving both consumer and business customers. Relevant as an Asian indoor self-storage peer with digital booking capabilities, providing a benchmark for Palma's Bangkok and Asia advisory expansion.
• Storage King: Storage King is a self-storage operator with presence in Australia, New Zealand, and Asia. Comparable as an Asia-Pacific self-storage operator with multi-country platform ambitions similar to Palma's stated outbound expansion.

Others

• MakeSpace: MakeSpace is a US-based full-service storage startup offering pickup, storage, and redelivery. Comparable as a technology-driven storage operator adjacent to Palma's Keep-it brand, though focused on a different service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors1 record

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 Palma