Touei Housing Corporation

What Touei Housing Corporation does

Touei Housing Corporation (株式会社東栄住宅) is a 75-year-old Japanese residential housing developer headquartered in Nishi-Tokyo City, operating 75 business locations across 25 prefectures with 832 employees. The company's primary business is built-for-sale single-family housing sold under the Bloomin Garden brand, with approximately 4,985 units sold annually on owned or acquired land, complemented by 271 fully custom homes per year under the Bloomin Craft brand. The technical foundation rests on a proprietary Touei Safety Damper (seismic vibration damping device) equipped as standard on properties, combined with highest-level seismic resistance ratings, ZEH-compliant energy efficiency, and Japan Long-Term Quality Housing certification on 96.8% of applicable units (cumulative 58,044+ certifications, ranked 3rd nationally in FY2024). The business model is sales-led and direct-to-consumer, with field sales teams at branch offices, a digital property search portal (e-blooming.com), real estate agent referral partnerships, and multi-channel marketing including sports sponsorships and social media. Complementary revenue streams include Bloomin Maison single-family rental housing (with IoT smart home features), Bloomin Reform renovation services, and land utilization advisory. The company is privately held, part of a 9-affiliate TOEI Group, and was founded in March 1951.

Name

Touei Housing Corporation

Legal name

株式会社東栄住宅

Website

https://touei.co.jp

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Touei Housing Corporation is a Japanese residential housing developer (founded 1951) operating 75 locations across 25 prefectures, selling 5,256+ homes annually under the Bloomin Garden and Bloomin Craft brands to individual homebuyers, with proprietary seismic damper technology and Long-Term Quality Housing certification.

Ownership category

akta.pro rank

Product category

Residential Housing Development

NAICS

New Housing For-Sale Builders (236117), New Single-Family Housing Construction (except For-Sale Builders) (236115), Residential Remodelers (236118)

SIC

General Bldg Contractors - Residential Bldgs (1520), Operators Of Apartment Buildings (6513)

akta.pro primary industry

Single-Family Home Construction (Detached Homes) (IMAFABAA)

akta.pro secondary industries

Spec Home / Production Homebuilding (Tract & Volume Builders) (IMAFABAD), Residential Design-Build & Renovation-Integrated Builders (IMAFABAE), Multi-Family Residential Construction (Apartments, Condos, Townhomes) (IMAFABAB)

Keywords

• Built-for-sale housing
• Custom home construction
• Single-family rental housing
• Home renovation services
• Residential real estate development

Headquarters

HQ city

Nishi

HQ country

Japan

HQ region

Asia

Offices21 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 分譲住宅販売 (Built-for-Sale Housing Sales): Sale of newly constructed single-family homes under the Bloomin Garden brand. Properties are developed on owned or purchased land and sold to individual buyers. This is the primary revenue driver, with approximately 4,985 units sold annually.
2. 注文住宅販売 (Custom Home Sales): Fully custom-designed homes under the Bloomin Craft brand, sold to individual customers who own or acquire their own land. Annual volume approximately 271 units.
3. 戸建賃貸住宅 (Single-Family Rental Housing): Single-family rental properties under the Bloomin Maison brand, providing rental income from residential tenants. Combines rental revenue model with property management services.
4. リフォーム (Renovation Services): Home renovation and remodeling services under the Bloomin Reform brand, including pre-owned home purchases and renovation.
5. 土地活用 (Land Utilization Services): Advisory and development services for landowners to maximize value of their land assets, often involving multi-unit or single-family housing development.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

Touei Housing Corporation builds and sells newly constructed single-family detached homes under the BLOOMING GARDEN brand (approximately 4,985 units per year), offers fully custom-designed homes under the BLOOMING CRAFT brand (approximately 271 units per year), provides home renovation and remodeling services under BLOOMING REFORM, and operates single-family rental housing under BLOOMING MAISON. The company also offers land utilization advisory services for landowners. It operates 75 business locations across 25 prefectures in Japan and serves individual homebuyers, custom home buyers with their own land, and rental property investors.

Product overview

Touei Housing Corporation operates as a residential developer offering a multi-brand portfolio of housing products: BLOOMING GARDEN (built-for-sale single-family homes with unique floor plans and seismic dampers), BLOOMING CRAFT (fully custom-built homes), BLOOMING MAISON (single-family rental housing with smart home features), and BLOOMING REFORM (renovation services). Sub-brands include Shukura (female designer-developed custom homes), ICHI-YUME (semi-custom homes from ¥19.8M), Yutoie (ZEH-compliant custom homes for Kansai), and HIRAYA (single-story built-for-sale homes). The company also operates e-blooming.com as its property search platform. Key technologies include proprietary seismic dampers (Touei Safety Damper) and R-Evolve Pile technology.

Differentiator

Problem solved

Functional benefit

Brands

• ブルーミングガーデン (Blooming Garden): 分譲住宅ブランド - 東栄住宅の主力分譲住宅ブランド
• ブルーミングクラフト (Blooming Craft)
• ブルーミングリフォーム (Blooming Reform)
• ブルーミングメゾン (Blooming Maison)
• 趣暮 (Shukura)
• ICHI-YUME (イチユメ)
• ユトイエ (Yutoie)

Products and services

• BLOOMING GARDEN (ブルーミングガーデン) Built-for-sale single-family housing brand offering properties with unique floor plans, high-quality design, seismic dampers as standard equipment, and Long-Term Quality Housing certification. Sold on owned or purchased land to individual buyers. Approximately 4,985 units sold annually.
• BLOOMING CRAFT (ブルーミングクラフト) Fully custom-built housing brand offering complete design freedom for customers who own or acquire their own land. Approximately 271 units sold annually.
• BLOOMING MAISON (ブルーミングメゾン) Single-family rental housing brand leveraging built-for-sale housing expertise, featuring dishwashers, floor heating, parcel lockers, and IoT smart home devices. Targets single-family rental investors and multi-generational or pet-friendly tenants.
• BLOOMING REFORM (ブルーミングリフォーム) Home renovation and remodeling services including pre-owned home purchases paired with renovation. Helps customers achieve comfortable living through home remodeling and lifestyle optimization.
• ICHI-YUME (イチユメ) Semi-custom home product priced from ¥19.8 million (tax excluded), offering cost and time efficiency with customizable options under the BLOOMING CRAFT custom home brand. Limited to the Kanto area.
• Yutoie (ユトイエ) ZEH-compliant custom home for the Kansai region, featuring solar panels and seismic dampers as standard equipment. Targets energy-conscious custom home buyers in western Japan.
• Land Utilization Services (土地活用) Advisory and development services for landowners to maximize the value of their land assets, often involving multi-unit or single-family rental housing development using Touei's design and construction expertise.

Quantifiable outcome

• 105,000+ cumulative built-for-sale housing units sold as of April 2026
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Tokyo Tatemono Co., Ltd. (東京建物株式会社)flagshipStrategic or Co-development Partner · 11 June 2026Joint urban development partnership for the Seijisakura-ga-oka North District land readjustment project and single-family housing business collaboration. Tokyo Tatemono and Touei Housing are co-developing the Brillia Hachioji River Terrace project and collaborating on single-family housing operations. Both companies and Keio Corporation are co-developing the mixed-use urban redevelopment project that won multiple industry awards.
• Keio Corporation (京王電鉄株式会社)flagshipStrategic or Co-development Partner · 11 June 2026Joint public-private partnership in the Seijisakura-ga-oka North District urban development. Keio operates the adjacent train station and is collaborating with Touei Housing, Tokyo Tatemono, Itochu Urban Development, and Tokyo Metropolitan Government on the award-winning urban redevelopment.
• Itochu Urban Development Co., Ltd. (伊藤忠都市開発株式会社)coreStrategic or Co-development Partner · 11 June 2026Joint partner in the Seijisakura-ga-oka North District public-private urban development initiative, collaborating with Touei Housing, Tokyo Tatemono, and Keio Corporation on the award-winning land readjustment and mixed-use development project.
• Tokyo Metropolitan Government (東京都)coreStrategic or Co-development Partner · 11 June 2026Public-sector partner in the Seijisakura-ga-oka North District urban development initiative. Government collaboration enabling the public-private partnership land readjustment project.
• Tokyo Tatemono Co., Ltd. (東京建物株式会社)flagshipStrategic or Co-development Partner · 3 June 2025Single-family housing business partnership. Joint development of the Brillia Hachioji River Terrace project (146 units).

Scale indicators14 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Daiwa House Industry (大和ハウス工業): Daiwa House is Japan's largest homebuilder and a comprehensive real estate developer spanning single-family, rental, and commercial real estate. It competes broadly with Touei Housing in for-sale housing and increasingly in the larger mixed-use urban development category where Touei Housing partners with Tokyo Tatemono.
• Sekisui House (積水ハウス): Sekisui House is one of Japan's largest and most diversified homebuilders, with major for-sale single-family, custom, and rental housing operations. It is a broad incumbent whose for-sale and custom offerings directly overlap with Touei Housing's Bloomin Garden and Bloomin Craft brands, but at materially greater scale and brand strength.
• PanaHome (パナソニック ホームズ): PanaHome is a Japanese homebuilder specializing in factory-precision, energy-efficient detached and multi-family housing. Overlaps with Touei Housing in ZEH-level efficiency positioning and the custom/for-sale single-family segment, but with a distinct technology-led, premium brand approach.
• Asahi Kasei Homes (旭化成ホームズ): Asahi Kasei Homes is the homebuilding arm of Asahi Kasei, operating in the for-sale, custom, and rebuild segments with a strong long-life, earthquake-resistant product narrative that closely mirrors Touei Housing's Touei Safety Damper and Long-Term Quality Housing positioning.
• HASEKO Corporation (長谷工コーポレーション): HASEKO is one of Japan's largest condominium developers with a growing for-sale single-family business. Relevant as a competitor in the urban redevelopment and condominium categories where Touei Housing has been building presence through the Tokyo Tatemono partnership.
• Iida Group Holdings (飯田グループホールディングス): Iida Group Holdings is Japan's largest for-sale single-family homebuilder group, of which Touei Housing is reportedly an affiliated member. Highly comparable business model (spec/speculative for-sale housing at scale), with Iida serving as the dominant incumbent whose strategies materially influence competitive dynamics.

Direct peers

• Tama Home (タマホーム): Tama Home is a Japanese listed homebuilder that, like Touei Housing, focuses on the for-sale single-family housing segment with a national branch network, energy-efficient standard specifications, and value-pricing positioning for first-time buyers. Direct overlap in target customer, product type, and GTM model.
• Misawa Homes (ミサワホーム): Misawa Homes is a Japanese homebuilder with a comparable mix of custom and for-sale single-family housing plus renovation services, including a long-running focus on long-life housing and energy efficiency that parallels Touei Housing's Long-Term Quality Housing positioning.
• One's Home (ワウホーム/株式会社アーネストワン): One's Home (under Arniest One) is a for-sale single-family homebuilder within the Iida Group network, operating in a similar value-pricing, high-volume, multi-prefecture model directly comparable to Touei Housing's Bloomin Garden business.

Regional players

• Liberty Home (リベルタホーム) / Akiyoshi Jutaku (アキヨシホーム): Akiyoshi Home / Liberty Home is a regional Japanese homebuilder operating a for-sale, custom, and renovation mix comparable to Touei Housing's brand portfolio, but with a more regionally concentrated footprint. Comparable as a mid-tier, multi-brand residential operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCk5I_7ZrZIiK6pGRMIZKJIg
• Facebookfacebook.com/toueihousing
• Instagraminstagram.com/toei_blooming_garden
• LinkedInlinkedin.com/company/touei-housing-corp-8875-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 Touei Housing Corporation