What MASH Style does

MASH Style Lab Co.,Ltd. (株式会社マッシュスタイルラボ) is a Tokyo-based private fashion company founded on November 11, 1999, operating as a wholly-owned subsidiary of MASH Holdings within the broader MASH Group conglomerate of 13 companies spanning fashion, beauty, food, design, and e-commerce. The company plans, manufactures, and sells apparel and lifestyle goods through a portfolio of 24 owned fashion brands including SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, CELFORD, FURFUR, emmi, AOURE, MIESROHE, SORIN, UNDERSON UNDERSON, WAVE, and LITTLE UNION TOKYO, alongside licensed brands such as LeSportsac Japan, FPM Milano Japan, JAMIE KAY Japan, SESAME STREET MARKET, sanrio house, and Barbour Partners Japan.

The company distributes its brands through dedicated brand-by-brand e-commerce websites, company-operated outlet stores with a curated retail environment distinct from traditional discount outlets, and a wholesale/distribution business for apparel and goods. Each brand maintains dedicated social media presence across Facebook, X (Twitter), Instagram, Threads, LINE, and TikTok, and the company holds Privacy Mark certification from JIPDEC for personal data handling compliance.

Revenue is generated through direct-to-consumer retail (outlets and e-commerce) and wholesale channels targeting Japanese fashion consumers, with no public revenue disclosure. The company is led by President and Representative Director Kondo Hiroyuki (近藤 広幸), is privately held with no external PE/VC or public-market backing disclosed, and operates from three Tokyo offices in Chiyoda-ku (Kojimachi and Kioicho). The business model is a multi-brand portfolio curation approach: rather than operating a single fashion label, MASH Style Lab launches and incubates differentiated brands targeting distinct style segments (contemporary, loungewear, athleisure, home, men's, kids) under a shared operational and distribution infrastructure, using licensing partnerships to expand the brand surface area without full acquisition cost.

Name

MASH Style

Legal name

MASH Style Lab Co.,Ltd.

Website

https://ms-lab.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

MASH Style Lab Co.,Ltd. is a Tokyo-based, privately-held fashion company that plans, manufactures, and sells apparel and lifestyle goods across 24 owned brands (SNIDEL, gelato pique, FRAY I.D, etc.) and licensed international brands (LeSportsac, FPM Milano, Sesame Street) through outlet stores, e-commerce, and wholesale, serving Japanese fashion consumers.

Ownership category

akta.pro rank

Product category

Women's Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

Keywords

• Women's fashion apparel
• Loungewear and sleepwear
• Fashion brand portfolio
• Apparel e-commerce
• Outlet retail stores

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Distribution channels3 records

Marketing channels3 records

Core offering

MASH Style Lab plans, manufactures, and sells apparel and lifestyle goods across a portfolio of 24 fashion brands spanning contemporary women's wear (SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, CELFORD, AOURE), loungewear and sleepwear (gelato pique, gelato pique Sleep, GELATO PIQUE HOMME), athletic and sneaker-focused lines (emmi, SNEAKERS by emmi), home lifestyle (SNIDEL HOME), and licensed international brands (LeSportsac, JAMIE KAY, FPM Milano, SESAME STREET MARKET, sanrio house). Products are sold through company-operated outlet stores in Japan, dedicated brand e-commerce sites, and wholesale distribution channels.

Product overview

MASH Style Lab operates a diversified fashion brand portfolio spanning multiple segments including contemporary women's fashion (SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, AOURE), loungewear and sleepwear (gelato pique, gelato pique Sleep, gelato pique Homme), athletic/sneaker-focused brands (emmi, SNEAKERS by emmi), home lifestyle (SNIDEL HOME), licensed international brands (LeSportsac, JAMIE KAY, FPM Milano, SESAME STREET MARKET), and specialty fashion labels (CELFORD, FURFUR, MIESROHE, SORIN, UNDERSON UNDERSON, WAVE, LITTLE UNION TOKYO, MUCHA, sanrio house). The company focuses on apparel and goods planning, manufacturing, and sales through both retail and outlet channels.

Differentiator

Problem solved

Functional benefit

Brands

• SNIDEL (スナイデル): Fashion brand offering clothing and accessories.
• gelato pique (ジェラート ピケ)
• FRAY I.D (フレイ アイディー)
• LILY BROWN (リリー ブラウン)
• Mila Owen (ミラ オーウェン)
• FURFUR (ファーファー)
• emmi (エミ)
• SNEAKERS by emmi (スニーカーズ バイ エミ)
• CELFORD (セルフォード)
• SNIDEL HOME (スナイデル ホーム)
• gelato pique Sleep (ジェラート ピケ スリープ)
• MIESROHE (ミースロエ)
• SORIN (ソコン)
• UNDERSON UNDERSON (アンダーソン アンダーソン)
• GELATO PIQUE HOMME (ジェラート ピケ オム)
• WAVE (ウェイヴ)
• AOURE (アウール)
• LITTLE UNION TOKYO (リトル ユニオン トウキョウ)
• MUCHA (ミュシャ)
• SESAME STREET MARKET (セサミストリートマーケット)
• LeSportsac (レスポートサック)
• JAMIE KAY (ジェイミーケイ)
• FPM Milano (エフピーエム ミラノ)
• sanrio house (サンリオハウス)

Products and services

• SNIDEL (スナイデル) Contemporary women's fashion brand offering stylish yet accessible clothing and accessories, designed for fashion-forward consumers.
• gelato pique (ジェラート ピケ) Loungewear and sleepwear brand known for comfortable, playful designs featuring the gelato ice cream motif, targeting women and families.
• FRAY I.D (フレイ アイディー) Contemporary fashion brand targeting modern women seeking refined, sophisticated style.
• LILY BROWN (リリー ブラウン) Women's fashion brand offering romantic, vintage-inspired designs.
• Mila Owen (ミラ オーウェン) Modern minimalist women's fashion brand providing simple, high-quality basics.
• FURFUR (ファーファー) Women's fashion brand known for soft, comfortable clothing with focus on natural materials.
• emmi (エミ) Fashion brand specializing in athletic wear and sneaker-inspired footwear.
• SNEAKERS by emmi (スニーカーズ バイ エミ) Sneaker-focused specialty brand offering curated athletic footwear and related apparel.
• CELFORD (セルフォード) Contemporary women's fashion brand with editorial styling focus.
• SNIDEL HOME (スナイデル ホーム) Home goods and lifestyle brand extending the SNIDEL aesthetic into home décor and accessories.
• gelato pique Sleep (ジェラート ピケ スリープ) Sleepwear sub-brand under gelato pique focusing on comfortable sleep and lounge apparel.
• MIESROHE (ミースロエ) Fashion brand offering minimalist, modern designs for discerning customers.
• SORIN (ソリン) Fashion brand with a contemporary, design-forward aesthetic.
• UNDERSON UNDERSON (アンダーソン アンダーソン) Fashion brand offering unique, eclectic designs for fashion-forward consumers.
• GELATO PIQUE HOMME (ジェラート ピケ オム) Men's loungewear brand extending the gelato pique concept for male customers.
• WAVE (ウェイヴ) Contemporary fashion brand within the MASH portfolio.
• AOURE (アウール) Women's fashion brand providing stylish, modern clothing.
• LITTLE UNION TOKYO (リトル ユニオン トウキョウ) Contemporary clothing brand in the MASH portfolio.
• MUCHA (ミュシャ) Fashion brand featuring designs inspired by Alphonse Mucha's Art Nouveau aesthetic.
• SESAME STREET MARKET (セサミストリートマーケット) Licensed brand featuring Sesame Street characters on apparel and accessories.
• LeSportsac (レスポートサック) Licensed luggage and accessories brand offering lightweight, functional travel bags and totes, distributed in Japan by MASH.
• JAMIE KAY (ジェイミーケイ) Licensed international New Zealand-based fashion brand for children and women, available through MASH distribution in Japan.
• FPM Milano (エフピーエム ミラノ) Licensed Italian luggage and travel accessories brand distributed in Japan through MASH.
• sanrio house (サンリオハウス) Sanrio character licensed store featuring Hello Kitty and other Sanrio character merchandise.
• MASH Style Lab Outlet Stores Company-operated outlet stores in Japan offering a curated multi-brand shopping experience with refined retail environments designed to differ from traditional outlet concepts, providing comfortable spaces and unexpected product discovery.
• Apparel and Lifestyle Goods Wholesale and Distribution Wholesale and distribution business of apparel and lifestyle goods, part of MASH Style Lab's core 事業内容 (business activities) alongside retail and outlet operations.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Barbour Partners JapanminorChannel Partner/ Reseller/ DistributorBarbour Partners Japan is a MASH Group company handling the Barbour brand in Japan, distributing British outerwear brand Barbour products.
• FPM Milano (Japan)minorStrategic or Co-development PartnerOperates FPM Milano brand in Japan (https://fpmjapan.com/), a premium luggage and travel accessories brand from Milan, Italy.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Inditex (Zara): Global multi-brand apparel leader (Zara, Bershka, Massimo Dutti) operating vertically integrated brand house across price tiers—comparable brand-portfolio architecture but at global scale versus MASH's Japan focus.
• Fast Retailing: Parent of Uniqlo, GU, Theory, Helmut Lang, PLST; Japan's largest fashion conglomerate and an aggregated incumbent, but operating at much larger scale and with mass-market positioning rather than MASH's curated multi-brand model.

Direct peers

• United Arrows: Select-shop multi-brand Japanese fashion retailer operating UA, greenwich, and BEAUTY & YOUTH curated stores—comparable dual-channel brand-and-retail model to MASH Style Lab.
• Baycrew's: Japanese multi-brand fashion and lifestyle operator (JOURNAL STANDARD, IENA, SLOBE IENA) running a comparable multi-segment apparel-house model in Japan.
• PAL GROUP Holdings: Japanese multi-brand lifestyle holding (3COINS, COLLECTORS, koe) operating across fashion and lifestyle categories with retail-and-brand asset model similar to MASH Group structure.
• Mark Styler: Japanese multi-brand fashion operator (EMODA, JILLSTUART NEW YORK, FAITH) competing in contemporary women's fashion with parallel multi-brand house structure.
• Baroque Japan Limited: Japanese multi-brand contemporary women's fashion operator (MOUSSY, SLY, RODE CROWNS, AZUL BY MOUSSY) directly comparable in the brand-house approach to women's style segmentation.
• Adastria: Japanese multi-brand apparel operator (GLOBAL WORK, niko and..., LOWRYS FARM, RAGEBLUE) with similar multi-channel retail/wholesale model targeting Japanese female consumers across lifestyle segments.
• TSI Holdings: Japanese fashion holding company managing multiple apparel brands (NANO universe, AVIREX, MARGARET HOWELL) with similar conglomerate brand-portfolio structure.
• World Co. Japanese fashion apparel company with multiple in-house brands plus wholesale distribution—paralleling MASH Style Lab's brand planning, manufacturing, sales, and wholesale model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MASH Style