Aqua
Aqua Co., Ltd. is a Japanese home appliance manufacturer and wholesaler, wholly owned by China's Haier Group, selling consumer and commercial appliances including washing machines, refrigerators, freezers, dishwashers, vacuum cleaners, and air conditioners under the AQUA brand to individual households and business customers (coin laundry operators, commercial AC) exclusively in Japan.
- Company typePrivate
- Founded2012
- HeadquartersTokyo, Japan
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Aqua does
Aqua Co., Ltd. (アクア株式会社) is a Japanese home appliance manufacturer and wholesaler, wholly owned by China's Haier Group since the 2012 acquisition of Sanyo Electric's laundry and refrigerator business. The company designs, develops, manufactures, and sells consumer and commercial appliances under the AQUA brand, exclusively in the Japanese market. Core consumer products span washing machines (VP Series with Foam Full Wash technology, V Series, Massugu Drum drum-type, and Prette Series with ultrasonic stain removal), refrigerators (TZ Series designed by Naoto Fukasawa, TX Series, DELIE Plus, LOOC, FREEZIA Plus, Simple Plus), freezers (slim chest freezers and fan-type chest freezers with おいシールド freezing technology), dishwashers, cooking appliances (graphite and far-infrared toasters, microwaves with infrared sensors), vacuum cleaners (cordless stick, handheld, 2-in-1), and room air conditioners. Commercial offerings include coin-operated laundry equipment and residential-facility air conditioning systems targeting business customers.
The company's revenue model is hardware-driven through retail distribution via consumer electronics stores, an online certified refurbished storefront, and a dedicated B2B sales channel for commercial laundry and AC. Ancillary revenue comes from aftersales service and maintenance supported by 22 nationwide service bases providing 365-day coverage. AQUA's go-to-market includes extensive social media presence, brand ambassador marketing with figure skater Yuzuru Hanyu, and physical experience fairs across four cities. The company is led by President and CEO Du Jing Guo and operates with 352 employees as of March 2025, backed by Haier Group's global supply chain and capital resources while maintaining domestic R&D and operational autonomy.
Aqua firmographics
Firmographics- Name
- Aqua
- Legal name
- アクア株式会社
- Website
- https://aqua-has.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- Aqua Co., Ltd. is a Japanese home appliance manufacturer and wholesaler, wholly owned by China's Haier Group, selling consumer and commercial appliances including washing machines, refrigerators, freezers, dishwashers, vacuum cleaners, and air conditioners under the AQUA brand to individual households and business customers (coin laundry operators, commercial AC) exclusively in Japan.
- Ownership category
- akta.pro rank
Aqua industry classification
Industry- Product category
- Home Appliances
- NAICS
- Major Household Appliance Manufacturing (335220), Household Appliance Manufacturing (3352), Small Electrical Appliance Manufacturing (335210), Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers) (CRACACAE)
Keywords
Where Aqua is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices3 records
Markets served
Aqua business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Home Appliance Sales: Direct sales of home appliances including washing machines, refrigerators, freezers, dishwashers, cooking appliances, vacuum cleaners, and room air conditioners to individual consumers and businesses. Products are sold through retail channels and an online certified refurbished store. Core revenue driver of the company.
- Commercial/Industrial Laundry Equipment: Sales of commercial washing machines, coin-operated laundry equipment, and business-use air conditioners to commercial and business customers (法人のお客様).
- Aftersales Service & Maintenance: Repair, maintenance, and support services for home appliances. The company maintains 22 service bases across Japan providing 365-day support coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | Recycling fee - Refrigerator/Freezer (≤170L) |
| Unit Pricing | One time | Recycling fee - Refrigerator/Freezer (≥171L) |
| Unit Pricing | One time | Recycling fee - Washer/Dryer |
| Unit Pricing | One time | Recycling fee - Room Air Conditioner |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Aqua product offering
Product offeringCore offering
Aqua Co., Ltd. designs, manufactures, and sells home appliances in Japan under the AQUA brand, including washing machines, refrigerators, freezers, dishwashers, cooking appliances, vacuum cleaners, and room air conditioners for individual consumers, plus coin-operated laundry equipment and commercial air conditioning systems for business customers. The company also operates an online store for certified refurbished products and a nationwide aftersales service network.
Product overview
AQUA is a Japanese home appliance brand offering a comprehensive portfolio of consumer and commercial products. The consumer lineup includes washing machines (top-loading VP Series and V Series, drum-type Massugu Drum Series, ultrasonic Prette Series), refrigerators (TZ Series designed by Naoto Fukasawa, TX Series with advanced preservation, DELIE Plus, LOOC furniture-like design, FREEZIA Plus energy-efficient, Simple Plus compact), freezers (slim freezers as secondary storage, fan-type chest freezers), dishwashers, cooking appliances (toasters with graphite/far-infrared heaters, microwaves with infrared sensors), vacuum cleaners (cordless stick, handheld, 2-in-1), and room air conditioners. For business customers, AQUA provides coin laundry equipment and commercial air conditioning systems. Products connect via the Haismart smartphone app for remote control and monitoring. The company operates as part of the Haier Group, with headquarters in Tokyo, Japan.
Differentiator
Problem solved
Functional benefit
Products and services
- VP Series Top-Load Washing Machines Top-loading fully automatic washing machines featuring custom tank technology with four detergent compartments, a wide-open detergent inlet, and Foam Full Wash (泡フルウォッシュ) technology that transforms detergent into foam for deeper fiber penetration and better stain removal performance. Targeted at Japanese households.
- V Series Fully Automatic Washing Machines Fully automatic top-load washing machines with glass top and flat design, featuring Bubble Full Wash technology, easy maintenance, and a user-friendly control panel. Multiple capacity variants (7kg, 8kg, 9kg, 10kg) for different household sizes.
- Massugu Drum Series Drum Washing Machines Drum-type washing machines featuring the Massugu Drum (まっすぐドラム) straight-in drum design for improved laundry care and gentler treatment. The Massugu Drum 2.0 (AQW-DM10R) won the 2024 Energy Conservation Award from the Japan Ministry of Economy, Trade and Industry.
- Prette Series Ultrasonic Washing Machines Washing machines featuring ultrasonic partial stain removal (らくらくSONIC) technology, where lightly touching an ultrasonic horn before washing removes deep-seated dirt from fabric fibers. The AQW-DXS12A model received the CHANTO WEB Working Mother Support Award 2026.
- TZ Series Refrigerators Slim-design large-capacity refrigerators designed by industrial designer Naoto Fukasawa, featuring seamless integration with kitchen aesthetics. Targeted at design-conscious Japanese households.
- TX Series Refrigerators Refrigerators with comprehensive food preservation technologies including a chiller room, vegetable compartment, and freezer compartment designed to maintain food freshness across all storage zones.
- DELIE Plus Refrigerators Refrigerators with stylish design and advanced features for convenient food storage, combining modern aesthetics with functional excellence.
- LOOC Refrigerators Design-focused refrigerators with a furniture-like aesthetic that blends into living spaces, combining practical functionality with interior design integration.
- FREEZIA Plus Refrigerators Energy-efficient refrigerators with an organized large-capacity freezer compartment, independent vegetable basket, and chiller room sized to hold 350ml cans upright.
- Simple Plus Series Refrigerators Compact yet large-capacity refrigerators designed for simple living, with straightforward functionality spanning both freezer and refrigerator capabilities for smaller Japanese households.
- Slim Freezer Series Slim chest freezers designed as secondary freezer solutions, featuring a no-defrost fan cooling system, movable basket storage, 1-degree temperature adjustment, and dual mode for freezer or refrigerator use. The AQF-FA13A model achieves 26% electricity savings compared to conventional models.
- Dishwashers Dishwashers that clean more effectively than hand washing while saving water, available in large-capacity and slim models to suit different kitchen configurations.
- AQT-CG12T Graphite Heater Toaster Toaster featuring graphite heater technology that reaches 1300°C in 0.2 seconds and completes toast in 90 seconds, achieving both a crispy exterior and fluffy interior.
- AQT-CS12T/CS14T Far-Infrared Toasters Compact far-infrared heater toasters designed for space efficiency, using far-infrared rays to ensure thorough internal heating for versatile cooking applications.
- Microwave Ovens Microwave ovens featuring infrared sensors that check food surface temperature for optimal defrosting and reheating performance.
- AQC-PX2B Cordless Stick Vacuum Cleaner Cordless stick vacuum cleaner offering convenient floor cleaning with high mobility and ease of use for Japanese households.
- AQC-HX1A HANDY DUO 2-in-1 Vacuum 2-in-1 vacuum cleaner that converts between stick and handheld types with one touch, enabling quick and convenient daily cleaning across floor and surface applications.
- AQC-SD1R Handheld Vacuum Cleaner Compact cordless handheld vacuum cleaner designed for households with small children or pets, ideal for keeping living spaces clean.
- Room Air Conditioners Residential air conditioning units for home climate control, sold to individual consumers in Japan.
- Coin Laundry Equipment Commercial washing machines and dryers designed for coin-operated laundromat businesses, sold through a dedicated B2B channel to coin laundry operators in Japan.
- Commercial Air Conditioners for Residential Facilities Air conditioning systems designed for installation in residential housing developments and other business facilities, sold directly to property developers and commercial customers.
- Other Business Products (Micro Ozone) Additional business-use products including Micro Ozone equipment, sold through Aqua's dedicated B2B channel to commercial customers in Japan.
- AQUA Certified Refurbished Products Online Store Direct online storefront (store.aqua-has.com) selling AQUA-certified refurbished home appliances to consumers in Japan, operated as part of the company's direct-to-consumer sales and recycling infrastructure.
Quantifiable outcome
- AQUA drum washing dryer 'Mattagu Drum 2.0 (AQW-DM10R)' won the 2024 Energy Conservation Award (省エネ大賞)
- +3 more outcomes
Companies that use Aqua
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Aqua technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Aqua partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Haier Group (ハイアールグループ)coreAQUA Co., Ltd. is a subsidiary of the Haier Group. In 2012, Haier acquired Sanyo Electric's laundry and refrigerator business, forming what became AQUA. The company operates as Haier Asia subsidiary, with its technology roots in Sanyo Electric's Japanese R&D and manufacturing expertise. Haier Group provides global backing while AQUA maintains domestic operational autonomy.
Scale indicators7 records
Recent moves11 records
Expansion highlights4 records
Aqua competitors and assessment
Company assessmentBroad incumbents
- Electrolux: Global major appliance manufacturer with washing machines, refrigerators, and cooking appliances, providing a Western incumbent benchmark for hardware product strategy and category economics relevant to Aqua.
- Haier Group: Aqua's parent company and one of the world's largest appliance manufacturers, with global scale in washing machines, refrigerators, and air conditioners. Provides the group supply chain and R&D backbone while also competing indirectly via other group brands.
- Samsung Electronics: Global appliance leader selling washing machines, refrigerators, and air conditioners in the Japanese market, competing with Aqua on premium features and brand prestige in shared retail channels.
- LG Electronics: Korean appliance giant with established Japanese presence across washing machines, refrigerators, and air conditioners, competing with Aqua in the mid-to-premium Japanese consumer segment.
Direct peers
- Panasonic Corporation: Panasonic is one of Japan's largest home appliance makers, offering washing machines, refrigerators, air conditioners, and kitchen appliances directly competing with Aqua's full product portfolio in the Japanese consumer market.
- Mitsubishi Electric: Mitsubishi Electric manufactures and sells refrigerators, air conditioners, and other home appliances in Japan, with strong overlap to Aqua's refrigerator and room air conditioner lines.
- Sharp Corporation: Sharp sells a comprehensive lineup of Japanese-market home appliances including refrigerators, washing machines, and air conditioners, directly competing with Aqua across consumer appliance categories.
- Iris Ohyama: Japanese home goods and small appliance maker with strong domestic retail presence, overlapping with Aqua's vacuum cleaners, cooking appliances, and small household electronics categories.
- Hitachi Global Life: Hitachi's appliance division produces Japanese-market washing machines, refrigerators, and air conditioners, competing head-to-head with Aqua in the same retail channels and consumer segments.
- Toshiba Lifestyle Products: Toshiba's appliance subsidiary sells washing machines, refrigerators, and other major home appliances in Japan, overlapping directly with Aqua's core categories and distribution channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Aqua social profiles
Digital presenceAqua compliance and trust
Trust signalCompliance3 records
Aqua financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aqua leadership team
Management profileNumber of profiles
Profiles1 record
Aqua funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aqua 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 Aqua
What does Aqua do?
Aqua Co., Ltd. designs, manufactures, and sells home appliances in Japan under the AQUA brand, including washing machines, refrigerators, freezers, dishwashers, cooking appliances, vacuum cleaners, and room air conditioners for individual consumers, plus coin-operated laundry equipment and commercial air conditioning systems for business customers. The company also operates an online store for certified refurbished products and a nationwide aftersales service network.
Is Aqua a public or private company?
Aqua is a private company. It is classified as corporate owned and is currently operating.
When was Aqua founded?
Aqua was founded in 2012.
Where is Aqua based?
Aqua is headquartered in Tokyo, Japan, in the Asia region.
How does Aqua make money?
Three revenue lines are on record. Home Appliance Sales are the primary driver. The others are commercial/Industrial Laundry Equipment and aftersales Service & Maintenance.
Who are Aqua's main competitors?
Broad incumbents on record are Electrolux, Haier Group, Samsung Electronics and LG Electronics. Direct peers are Panasonic Corporation, Mitsubishi Electric, Sharp Corporation, Iris Ohyama, Hitachi Global Life and Toshiba Lifestyle Products.
Does Aqua have an API?
No public API is recorded for Aqua.
What industry is Aqua in?
Aqua's product category is Home Appliances. Its primary akta.pro industry code is CRACACAE, HVAC & Air Treatment Appliance Retail (Air Conditioners, Heat Pumps, Air Purifiers/Dehumidifiers). Its NAICS code is 335220 and its SIC code is 3630.