What Kurashicom does

Kurashicom (株式会社クラシコム) is a Japanese life-culture platform operator founded in September 2006 by Kohei Aoki and Tomoko Sato, headquartered in Kunitachi, Tokyo. The company operates "北欧、暮らしの道具店" (Hokuoh Kurashi), a D2C e-commerce and content platform that originated in 2007 as a vintage Scandinavian tableware store and has since evolved into an integrated commerce-and-media destination. Built around a content-first model, the platform combines editorial articles, original drama series (Aoba-ka no Table, Hitorigoto Apron), documentaries, podcasts, and a native mobile app (2M+ downloads, ~60% of sales) with curated private-brand and select third-party Nordic and lifestyle products, where private-brand items contribute over 50% of revenue. The technology stack centers on a Storyblok CMS (migrated from WordPress), a proprietary mobile app, and a PrivacyMark-certified data management infrastructure.

The company's revenue model spans three streams: (1) D2C e-commerce sales of Nordic and lifestyle goods via the Hokuoh Kurashi platform, (2) BRAND SOLUTION — a B2B marketing services arm serving 200+ national brands with content production, video, events, and brand consulting (160% average annual growth since 2015, 60% repeat rate), and (3) content licensing and distribution through original dramas and films on YouTube, FOD, Prime Video, and U-NEXT in Japan, with expansion into Korean platforms (TVING, Wavve, Watcha) from April 2026. Kurashicom listed on the Tokyo Stock Exchange Growth Market in August 2022 (ticker 7110) without any external venture capital funding, having grown entirely through internally generated capital and founder-family investment. Reported FY2021 financials include ¥4.532B in revenue (30.5% YoY growth), a 17.6% operating margin, 39% ROE, and 19 consecutive periods of revenue and profit growth; the company has guided current-period sales above ¥10B. The company serves two primary segments — 30-50 year-old lifestyle-conscious women (consumer) and large Japanese corporations seeking authentic lifestyle-oriented content marketing (enterprise) — with named B2B clients including Kao, AGF, Suntory, Rohto Pharmaceutical, Sekisui House, and Morinaga Milk. In August 2023 the company acquired fashion D2C brand foufou, opening a flagship retail store in Sendagaya, Tokyo in November 2025.

Name

Kurashicom

Legal name

株式会社クラシコム

Website

https://kurashi.com

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Kurashicom operates "Hokuoh Kurashi," a content-first Japanese D2C e-commerce and lifestyle media platform serving lifestyle-conscious women, paired with a B2B "BRAND SOLUTION" marketing services arm serving 200+ national brands. The company is listed on the TSE Growth Market (ticker 7110).

Ownership category

akta.pro rank

Product category

Online Lifestyle E-commerce

NAICS

Indoor and Outdoor Display Advertising (541850), Broadcasting and Content Providers (516), Hobby, Toy, and Game Retailers (45912)

SIC

Services-Advertising (7310), Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Technology & B2B PR (MPAAADAC)

akta.pro secondary industries

Circular Economy & Sustainable Products (Reuse, Repair, Upcycling) (BPAGALAF), Food, Cooking & Beverage Magazines (MPAJAEAF)

Keywords

• Lifestyle e-commerce
• Content commerce
• Brand marketing services
• Direct-to-consumer retail
• Original video production

Headquarters

HQ city

Kunitachi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Sales (物販): Direct-to-consumer sales of Nordic and lifestyle goods through '北欧、暮らしの道具店' platform. Private brand products account for over 50% of sales. Estimated ~100 billion yen revenue target for current fiscal year.
2. BRAND SOLUTION (Marketing Services): Enterprise branding and marketing support services for national clients including content creation, video production, event production, and brand consulting. 200+ brands served with 60% repeat rate. 160% average annual growth since 2015.
3. Content Publishing: Original dramas, films, podcasts, and documentaries generating engagement and brand affinity. Revenue from content distribution and merchandise.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Kurashicom operates the "Hokuoh Kurashi" (北欧、暮らしの道具店) life culture platform, an e-commerce media site combining curated Nordic and lifestyle product sales with original editorial content, dramas, films, and podcasts. The company also runs BRAND SOLUTION, a B2B marketing services arm that provides content strategy, video production, and brand consulting to national clients. More than 50% of product sales come from proprietary private brand items.

Differentiator

Problem solved

Functional benefit

Brands

• 北欧、暮らしの道具店 (Hokuoh Kurashi): Life culture platform featuring Scandinavian and international select products, original content, and EC sales
• BRAND SOLUTION
• foufou
• KURASHI&Trips PUBLISHING

Products and services

• Hokuoh Kurashi (北欧、暮らしの道具店) E-commerce Platform Direct-to-consumer online store offering curated Nordic and lifestyle goods, plus a growing line of proprietary private-brand products (50%+ of sales). Integrated with editorial articles, video, and drama content on the same domain.
• Hokuoh Kurashi Mobile App Smartphone application delivering curated product browsing, editorial content, push notifications, and purchase; now drives approximately 60% of total sales.
• BRAND SOLUTION Marketing Services B2B marketing services providing brand strategy, content creation, video production, event production, and brand consulting for 200+ national clients; 60% repeat rate and 160% average annual growth since 2015.
• Original Drama & Film Production (KURASHI&Trips PUBLISHING) Original drama series, feature films, podcasts, and documentaries produced in-house under KURASHI&Trips PUBLISHING, distributed on YouTube, FOD, Prime Video, U-NEXT, and Korean platforms (TVING, Wavve, Watcha).
• foufou Fashion D2C Brand Fashion direct-to-consumer brand acquired as a wholly-owned group subsidiary in August 2023, focused on healthy consumption and distinctive clothing design.

Quantifiable outcome

• Annual sales growth of 160% for BRAND SOLUTION segment
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• 株式会社CiiKcoreGTM or Marketing Partner · 4 December 2025Exclusive agency contract for CiiK's 'それでも、美味いもん。' (Sore Uma) Instagram/TikTok cooking account. CiiK operates '大人男子ラボ' lifestyle media and 'RETØUCH' mens cosmetics brand. Partnership combines Kurashicom's brand solution expertise with CiiK's content capabilities for B2B marketing services. First major partnership under new agency model.
• サントリー株式会社coreStrategic or Co-development PartnerMultiple collaboration projects including '茉莉花〈ジャスミン茶割・JJ〉缶' short video campaign with 'それでも、美味いもん。'. '青葉家のテーブル' featured in Suntory CM '人生には、飲食店がいる.' Ongoing brand collaboration history.

Scale indicators10 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Ryohin Keikaku (MUJI): Ryohin Keikaku operates the globally recognized MUJI brand, selling curated lifestyle and home goods through retail stores, e-commerce, and cafes with a consistent minimalist philosophy. Directly comparable to Kurashicom's Hokuoh Kurashi platform in product mix, target demographic, and design-led brand positioning.
• Francfranc: Francfranc is a major Japanese lifestyle and home goods retailer with branded product lines, omnichannel retail (stores + EC), and a focus on design-conscious urban women. Comparable to Kurashicom in target customer, product categories, and private-brand-led retail model.
• Afternoon Tea LIVING (Sazaby League): Afternoon Tea LIVING is a Japanese lifestyle retailer (part of Sazaby League) selling curated home goods, tableware, and lifestyle products targeting similar female demographic. Comparable in store experience, product curation, and brand-led lifestyle positioning.
• Loft (Seven & i Holdings): Loft is a large Japanese specialty lifestyle retailer (owned by Seven & i Holdings) with a wide assortment of lifestyle, beauty, and home goods, plus strong private-label presence. Comparable in private-brand mix, store-led retail, and broad female lifestyle customer base.
• PAL Group Holdings: PAL Group is a Japanese multi-brand lifestyle company operating 3COINS, COLLECTORS, kilo works, and other lifestyle brands with a strong D2C and content-led retail approach. Comparable multi-brand lifestyle platform strategy and female demographic focus.
• Septeni Holdings: Septeni Holdings is a Japanese digital marketing company offering advertising, content, and D2C support services to enterprises, with a strong data and creative technology stack. Comparable as a direct B2B competitor to BRAND SOLUTION in digital and content marketing services.
• Baycrew's: Baycrew's is a Japanese multi-brand lifestyle retailer operating JOURNAL STANDARD, IENA, and others with strong private-label programs and lifestyle branding. Comparable in lifestyle retail positioning, private-brand strategy, and curated brand portfolio approach.

Broad incumbents

• Hakuhodo: Hakuhodo is Japan's second-largest advertising agency, providing integrated marketing, content production, and brand consulting to national and global clients. Comparable as a large incumbent offering overlapping B2B marketing services that compete with Kurashicom's BRAND SOLUTION arm.
• Dentsu Group: Dentsu is the largest Japanese advertising agency and a global marketing services group. Comparable as a broad incumbent offering content marketing, brand strategy, and creative services that overlap with BRAND SOLUTION's B2B offering.

Emerging players

• Locari (Mined): Locari is a Japanese content commerce platform (now part of Mined) that combines editorial lifestyle content with shopping. Comparable as an emerging content-led commerce platform targeting similar female lifestyle consumers, though with a different business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kurashicom
• YouTubeyoutube.com/@kurashicom_corporate
• Instagraminstagram.com/kurashicom_press
• Facebookfacebook.com/kurashicom

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Kurashicom