Belong
Belong is a Japanese recommerce company, wholly owned by ITOCHU Corporation, that inspects, grades, and resells used smartphones and tablets via its nicosuma consumer brand and Belong One enterprise brand, serving individual consumers, corporates, and OEMs.
- Company typePrivate
- Founded2019
- HeadquartersAkasaka, Japan
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What Belong does
Belong Inc. (株式会社Belong) is a Japanese used smartphone and tablet recommerce company, founded in 2019 as a wholly-owned subsidiary of ITOCHU Corporation. The company operates across two segments: a B2C brand portfolio led by 'nicosuma' (にこスマ) for retail sales and online buyback, and a unified B2B brand 'Belong One' (launched June 2025) covering enterprise rental, sales, and corporate device buyback for orders from a single unit to several thousand devices. Its core operations are centered at the Zama Operation Center in Kanagawa Prefecture — described as one of Japan's largest-class inspection and data-erasure facilities — which conducts multi-factor quality grading under the proprietary 'three-star' (三ツ星スマホ) standard and certified international-standard data erasure for downstream resale.
The business model combines subscription rental (enterprise), one-time device sales (B2C and B2B), transaction-based buyback, and white-labeled backend services for OEMs and marketplaces including Google (Japan's first Google Certified Refurbished Pixel partner), Xiaomi Japan, FCNT/arrows, Sharp AQUOS, HTC, Motorola, Kyocera, Amazon Japan, Mercari, Back Market, and BOOKOFF. Pricing on the consumer side averages roughly ¥38,815 per used smartphone, while enterprise rentals run from approximately ¥500 to ¥1,000 per device per month depending on model and volume. Technology assets include a Gemini-based multimodal Android color identification system using Vertex AI and RAG, an internal 'b-moz' catalog data collection agent, web-based eKYC identity verification, and AI-enhanced status tracking through a Yamato Transport integration.
Go-to-market spans five motions: enterprise field sales for large corporate accounts, a self-serve B2C e-commerce platform (nicosuma.com), white-label OEM and marketplace partnerships, retail drop-off and return logistics via 7-Eleven, FamilyMart, BOOKOFF, Keisei Denki, PUDO lockers, and Yamato Transport, plus a B2B2C channel where DX SaaS partners (Kaminashi, IVRy, Logic, Care collabora, Gate Systems, SpiderPlus, BONX) recommend Belong to their enterprise customers. The company is preparing to extend its recycling footprint internationally through a 2026 joint venture with ERI, the largest recycler in the United States, alongside ITOCHU.
Belong firmographics
Firmographics- Name
- Belong
- Legal name
- 株式会社Belong
- Website
- https://belong.co.jp
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Short description
- Belong is a Japanese recommerce company, wholly owned by ITOCHU Corporation, that inspects, grades, and resells used smartphones and tablets via its nicosuma consumer brand and Belong One enterprise brand, serving individual consumers, corporates, and OEMs.
- Ownership category
- akta.pro rank
Belong industry classification
Industry- Product category
- Used Mobile Device Recommerce
- NAICS
- Electronics and Appliance Retailers (4492), Used Merchandise Retailers (459510), Consumer Electronics and Appliances Rental (532210), Electronic and Precision Equipment Repair and Maintenance (8112)
- akta.pro primary industry
- Refurbished, Used & Recommerce Smartphones (CRACALAG)
- akta.pro secondary industries
- Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned) (CRACAJAI), ITAD, Electronics Recycling & Parts Harvesting Retail (CRACAJAF), Mobile Device (Smartphone/Tablet) Trade-in & Recycling (BPALAIAG), Mobile Device Repair & Aftermarket Services (Repair, Parts, Insurance/Warranty) (CRACALAI)
Keywords
Where Belong is headquartered
LocationHeadquarters
- HQ city
- Akasaka
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
Belong business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Used Device Sales (B2C): Individual consumer sales of inspected, graded used smartphones and tablets through the 'nicosuma' e-commerce platform. Devices are sold with warranty. Also includes Google-certified refurbished Pixel devices.
- Device Rental - Enterprise (Belong One): Monthly rental of used smartphones and tablets to corporate customers through Belong One brand. Includes rental terms from 1 month to multi-year contracts, with optional buyout at end of term. 1 unit to thousands of units supported.
- Device Sales - Enterprise (Belong One): Bulk sale of used smartphones/tablets to corporate buyers with optional kitting, configuration, and setup services. Also includes HACO brand for large-scale corporate procurement.
- Corporate Device Buyback: Purchase of used devices from businesses (1 unit to thousands), with world-standard data erasure certification, online certificate issuance, and free pickup/shipping.
- Individual Device Buyback (にこスマ買取): Web-based smartphone, tablet, and earphone buyback service for individual consumers. Customers complete valuation online, ship devices free, and receive payment via bank transfer.
- Partner Platform White-label: Belong operates white-labeled buyback services for partners (BOOKOFF, Back Market, Amazon, Mercari) who integrate Belong's valuation and processing capabilities into their platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Enterprise Rental: Per-device monthly rate from ~¥500-1,000/month for iPad depending on model and volume |
| Subscription | Monthly | IVRy Smartphone Rental Pack: Starting from ¥2,760/month |
| Unit Pricing | Pay-as-you-go | Individual Device Sales (nicosuma): Varies by device model, storage, and condition grade |
| Unit Pricing | Pay-as-you-go | Google Certified Refurbished: Premium pricing for factory-refurbished Pixel devices |
| Transaction based/ take rate | Pay-as-you-go | Enterprise Buyback: Grade-based pricing (A/B/C) for corporate devices 1 to thousands |
Go-to-market motion1 record
Distribution channels12 records
Marketing channels8 records
Belong product offering
Product offeringCore offering
Belong operates a recommerce platform for used smartphones and tablets in Japan, acquiring devices from individuals and corporations, inspecting and grading them at its Zama operation center, erasing data to international standards, and reselling or renting them. The company serves individual consumers through the nicosuma brand (online purchase of quality-graded used devices and web-based buyback) and enterprise customers through the Belong One brand (rental, sales, and buyback of devices in volumes from 1 to thousands of units), supported by white-label buyback integrations on partner platforms and the operation of Japan's first Google Certified Refurbished Pixel program.
Product overview
Belongは伊藤忠グループのリユース事業者で、個人向けと法人向けに別ブランドで中古スマホ・タブレット関連のサービスを提供しています。個人向けには「にこスマ」（中古スマホ・タブレット販売）と「にこスマ收购」（中古スマホ・タブレット・イヤフォン・Mac收购）の2サービスを提供。法人向けには、2025年6月に「Belong One」ブランドに統一されたサービス群（レンタル・サービス、销售・サービス、收购・サービス）を展開し、1台から数千台規模まで対応しています。新品同等品質の検査基準（三つ星スマホ）と国内最大級のオペレーションセンター（神奈川県座間市）を基盤に、伊藤忠グループのグローバルネットワークを活用した仕入れ・收购力を強みとしています。またAIを活用したAndroid端末コラー識別システムや社内マスタデータ収集エージェント「b-moz」を自社開発しています。
Differentiator
Problem solved
Functional benefit
Products and services
- nicosuma (にこスマ)
- nicosuma Buyback (にこスマ買取)
- Belong One Rental Service
- Belong One Sales Service
- Belong One Buyback Service
- Belong One Online
- Google Certified Refurbished Pixel
Quantifiable outcome
- 42% reduction in greenhouse gas emissions vs manufacturing new smartphones
- +7 more outcomes
Companies that use Belong
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles2 records
Belong technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature4 records
Belong partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered minor and flagship.
- FCNT (FCNT合同会社)minorBelong operates 'にこスマ buyback for arrows' service accessible through FCNT's 'La Member's' membership app, providing buyback options for arrows smartphone users.
- Xiaomi Japan (小米技術日本/シャオミ・ジャパン)minorBelong operates 'にこスマ buyback for Xiaomi' integrated into Xiaomi's official online store and physical retail locations. Xiaomi provides sales promotion through their customer touchpoints; Belong provides buyback service expertise.
- BOOKOFF Corporation (ブックオフコーポレーション)minorBelong provides 'smartphone/tablet home delivery buyback' service on BOOKOFF service website. BOOKOFF customers can sell devices through Belong's online process. This is an extension of BOOKOFF's buyback strategy to online channels.
- Gate Systems (ゲートシステムズ)minorJoint promotion for restaurant ordering POS system 'Hayawaza' with Belong providing smartphone/tablet rental for restaurants adopting the POS system. Belong addresses device procurement challenges for DX adoption.
- SpiderPlus (スパイダープラス)minorConstruction DX partnership where Belong provides smartphone/tablet sales, rental, and buyback for construction companies using SPIDERPLUS service. Addresses device procurement challenges in construction industry DX.
- IVRy (株式会社IVRy)minorBelong supports IVRy's 'IVRy Smartphone Rental Pack' service by providing device sourcing, rental, and post-rental data erasure. Targets businesses needing voice AI phone answering with device procurement.
- Care collabora (ケアコラボ)minorNursing care DX partnership providing smartphone rental for care operators using Care collabora's care record system. Belong also offers kitting package option for device configuration.
- BONX (株式会社BONX)minorJoint package offering combining BONX WORK voice communication app with Belong smartphone rental. Three plan options: Wi-Fi only, Wi-Fi+SIM 500MB, Carrier SIM 3GB. Targets field work industries (healthcare, retail, construction).
- Logic (株式会社ロジック)minorNursing care DX partnership where Belong provides smartphone rental for care operators using Logic's 'Care-wing' nursing record management SaaS, addressing the 2025 problem of elderly care demand.
- Mercari (株式会社メルカリ)minorFirst partner in Mercari's 'buyback request' service where Belong provides valuation and processing for Mercari users selling smartphones through 'Mercari Official buyback with にこスマ'.
- GoogleflagshipJapan's first Google Certified Refurbished program. Belong sells Google-certified refurbished Pixel devices (Pixel 6, 6a, 6 Pro, 7, 7 Pro) with new battery and exterior. Google provides certification standards and brand授权.
- Back Market Japan (Back Market Japan株式会社)minorBelong operates 'Back Market buyback service' for the Japanese market. Belong provides valuation, processing, and data erasure services for Back Market's C2C customers looking to sell devices.
- Kaminashi (株式会社カミナシ)minorKaminashi recommends Belong to enterprise customers needing device procurement for their paperless checklist management platform. Belong provides kitting and nationwide delivery for Kaminashi's customers.
- Amazon Japan (Amazon.co.jp)minor'にこスマ buyback' service available through Amazon.co.jp marketplace, allowing Amazon customers to sell their used devices via Belong's online process.
- Sharp AQUOSminor'にこスマ buyback' service integrated into Sharp AQUOS official website for AQUOS smartphone users looking to sell their devices.
- HTC Nipponminor'にこスマ buyback' service integrated into HTC official website for HTC smartphone users to sell devices.
- Motorola Mobility Japan (モトローラ・モビリティ・ジャパン)minor'にこスマ buyback' service integrated into Motorola's EC site for Motorola smartphone users.
- Kyocera (京セラ)minorStrategic partnership for enterprise mobile device sales, rental, and buyback business targeting corporate customers.
- Yamato Transport (ヤマト運輸)minorLogistics partnership for device shipping. Belong uses Yamato Transport for home pickup, PUDO locker drop-off, and branch drop-off. Yamato's tracking system integrated into Belong's status notification for real-time shipment tracking.
Scale indicators7 records
Recent moves8 records
Expansion highlights7 records
Belong competitors and assessment
Company assessmentDirect peers
- Back Market: French-founded global recommerce marketplace for refurbished electronics (smartphones, laptops, tablets). Belong operates the white-label 'Back Market buyback service' for Back Market Japan, indicating deep operational similarity in used device grading, refurbishment, and resale.
- IOSYS (イオシス): Major Japanese used smartphone, tablet, and consumer electronics retailer with both online and physical store presence. Directly competes with Belong's nicosuma brand in the Japanese B2C used smartphone market with similar grading, warranty, and pricing model.
- GEO Mobile (ゲオモバイル): Used smartphone specialty brand operated by GEO Corporation, one of Japan's largest used goods retailers with 2,000+ physical stores. Direct competitor to Belong's nicosuma with comparable buyback and resale model plus extensive physical retail footprint.
- Janpara (じゃんぱら): Japanese used electronics and smartphone retailer with both online and physical stores, specializing in iPhone, Android, and tablet buyback/resale. Comparable to Belong's used device retail and buyback service offerings targeting individual consumers.
- ecoATM / Gazelle: US-based device trade-in kiosk operator (ecoATM) and refurbished device resale platform (Gazelle, now under ecoATM). Operates similar buyback, grading, and resale infrastructure as Belong, but with US kiosk-based consumer acquisition vs. Belong's Japan convenience store and retail partner network.
- BOOKOFF Corporation: Japanese used goods retail chain with 550+ physical stores selling books, media, apparel, and consumer electronics. Operates in the same recommerce value chain as Belong (and is also a Belong distribution partner for buyback services), competing in the broader used goods market with greater physical retail presence.
Broad incumbents
- Apple Certified Refurbished: Apple's own certified refurbished device program selling iPhones, iPads, and Macs with manufacturer warranty. Competes with Belong's premium refurbished device offerings as a broader incumbent with first-party OEM backing, though limited to Apple products.
- Samsung Certified Re-Newed: Samsung's certified refurbished Galaxy device program. Competes with Belong's resale of pre-owned Android devices in the premium refurbished segment, with first-party OEM backing but limited to Samsung-branded devices.
Regional players
- Swappie: Finland-based recommerce platform specializing in refurbished iPhones across Europe. Operates its own refurbishment facilities and direct-to-consumer resale model comparable to Belong's nicosuma, but with regional focus on European markets.
- Cashify: India's largest used smartphone recommerce platform offering buyback, refurbishment, and resale services. Operates a model similar to Belong's combined buyback + resale + grading approach, but focused on the Indian market with regional brand and OEM partnerships.
Market position
Strengths5 records
Weaknesses1 record
Competitive moat6 records
Key risks6 records
Key highlights8 records
Customer concentration
Belong social profiles
Digital presenceBelong financial estimates
Financial estimateRevenue estimate
Valuation estimate
Belong leadership team
Management profileNumber of profiles
Profiles5 records
Belong funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Belong 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 Belong
What does Belong do?
Belong operates a recommerce platform for used smartphones and tablets in Japan, acquiring devices from individuals and corporations, inspecting and grading them at its Zama operation center, erasing data to international standards, and reselling or renting them. The company serves individual consumers through the nicosuma brand (online purchase of quality-graded used devices and web-based buyback) and enterprise customers through the Belong One brand (rental, sales, and buyback of devices in volumes from 1 to thousands of units), supported by white-label buyback integrations on partner platforms and the operation of Japan's first Google Certified Refurbished Pixel program.
Is Belong a public or private company?
Belong is a private company. It is classified as corporate owned and is currently operating.
When was Belong founded?
Belong was founded in 2019.
Where is Belong based?
Belong is headquartered in Akasaka, Japan, in the Asia region.
How does Belong make money?
Six revenue lines are on record. Used Device Sales (B2C) is the primary driver. The others are device Rental - Enterprise (Belong One), device Sales - Enterprise (Belong One), corporate Device Buyback, individual Device Buyback (にこスマ買取) and partner Platform White-label.
Who are Belong's main competitors?
Direct peers on record are Back Market, IOSYS (イオシス), GEO Mobile (ゲオモバイル), Janpara (じゃんぱら), ecoATM / Gazelle and BOOKOFF Corporation. Broad incumbents are Apple Certified Refurbished and Samsung Certified Re-Newed. Regional players are Swappie and Cashify.
Does Belong have an API?
No public API is recorded for Belong.
What industry is Belong in?
Belong's product category is Used Mobile Device Recommerce. Its primary akta.pro industry code is CRACALAG, Refurbished, Used & Recommerce Smartphones, with a secondary code of CRACAJAI, Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned). Its NAICS code is 4492.