What Siroca does

Siroca Inc. is a privately held Japanese home-appliance brand owner founded in October 2000 and headquartered in Chiyoda Ward, Tokyo, with wholly owned subsidiaries in Shenzhen (established November 2012) and Hong Kong. The company designs, develops, manufactures, and sells its own brand of small kitchen and seasonal household appliances—including rice cookers (notably the award-winning Kamado-san Electric), home bakery bread makers, automatic water-supply dishwashers, automatic cooking pots, coffee makers, toasters, electric kettles, air circulators, fans, heaters, humidifiers, dehumidifiers, and air purifiers—organized into kitchen, seasonal, and living appliance categories alongside the 'be by siroca' sub-brand. Its technology base centers on electromechanical engineering rather than AI/ML, with proprietary innovations including the ANDON portable cordless fan structure, Fuwa-View airflow technology (pending blade patent), automatic water-supply dishwashers, and a 2026 transition of the entire home bakery lineup from fluororesin to ceramic coating ahead of EU/US environmental regulations.

Siroca monetizes primarily through hardware sales of its own-brand products, distributed via a direct-to-consumer channel mix that includes its owned online store (store.siroca.jp), Amazon Japan, Rakuten, and consumer electronics retail across Japan. It also serves as the exclusive Japanese import distributor and sales agent for BONECO (Swiss air-care products) and LAURASTAR (Swiss steam-care products), generating margin on third-party resale, and operates a recurring-revenue consumables business through proprietary bread mixes sold alongside its Home Bakery machines. Corporate and institutional buyers are served via a dedicated business inquiry channel. The primary customer segment is individual Japanese households, with secondary geographic expansion into Taiwan (2014), Indonesia (2017), South Korea (2018), and Hong Kong and Singapore (2021).

As of end-December 2020 the group employed 76 people; registered capital is ¥100 million. The company is independently owned with no identified private equity, venture capital, or parent company, and is led by legal representative Kanai Mari (金井 茉莉), with a board including external directors. Siroca has won the 2018 Good Design Award Best 100 and 2020 iF Gold Award for the Kamado-san Electric rice cooker, and continues to invest in product renewal, with multiple 2026 launches across dishwashers, cooking pots, fans, and circulators.

Name

Siroca

Legal name

Siroca Inc.

Website

https://siroca.co.jp

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Siroca is a privately held Japanese home-appliance brand owner (founded 2000) that designs, manufactures, and sells kitchen and seasonal appliances—rice cookers, home bakery machines, dishwashers, fans, and heaters—to Japanese consumers via DTC e-commerce, retail, and as exclusive Japanese distributor for BONECO and LAURASTAR brands.

Ownership category

akta.pro rank

Product category

Home Appliances

NAICS

Small Electrical Appliance Manufacturing (335210)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634)

akta.pro primary industry

Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)

Keywords

• Home appliances
• Kitchen appliances
• Rice cookers
• Bread makers
• Air circulators

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Own-brand home appliance sales: Siroca designs, develops, manufactures, and sells its own brand of home appliances including home bakery machines, rice cookers, coffee makers, dishwashers, fans, heaters, and other kitchen/climate appliances through retail and e-commerce channels.
2. Online store direct sales: Direct-to-consumer sales through Siroca's owned e-commerce storefronts (online store, Amazon store, Rakuten store), generating revenue from consumer appliance purchases.
3. Agency/distributor products: Siroca serves as the import distributor and sales agent for brands like BONECO (air purifiers, humidifiers, fans) and LAURASTAR (irons/steamers) in Japan, earning margin on resale of third-party products.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Siroca designs, develops, manufactures, and sells its own branded line of home kitchen and seasonal appliances, including home bakery machines, rice cookers, coffee makers, dishwashers, electric pressure cookers, air circulators, fans, heaters, and air purifiers. The company also serves as the exclusive Japanese import distributor for the BONECO and LAURASTAR brands, reselling those products through its own retail and e-commerce channels.

Product overview

Siroca is a Japanese home appliance company offering a comprehensive portfolio organized into three main categories: (1) Kitchen Appliances — including rice cookers (炊飯器), tabletop cooking devices (卓上調理家電), toasters (トースター), coffee makers (コーヒーメーカー), home bread makers (ホームベーカリー), automatic cooking pots (自動調理鍋/おうちシェフクッカー), bread mix (パンミックス), dishwashers (食器洗い乾燥機), ovens/microwaves (オーブンレンジ), electric kettles (電気ケトル), and mixers/blenders (ミキサー/ブレンダー); (2) Seasonal Appliances — covering fans/air circulators (扇風機/サーキュレーター), hot-cold fans (温冷風扇), portable air conditioners (ポータブルクーラー), dehumidifiers (除湿機), heaters (ヒーター), humidifiers (加湿器), and air purifiers (空気清浄機); and (3) Living Appliances — including cleaners (クリーナー). The portfolio also includes the sub-brand be by siroca for lifestyle products, and agency brands BONECO (Swiss air care) and LAURASTAR (Swiss steam care). Key product lines include the proprietary 'ふわビューン' airflow technology in fans, ceramic-coated home bakery pans (2026 transition from fluororesin), automatic water supply dishwashers, and the award-winning Kamado-san Denki rice cooker (Good Design Award Best 100, iF Gold Award).

Differentiator

Problem solved

Functional benefit

Brands

• be by siroca: A sub-brand of Siroca for baby and family products.

Products and services

• Home Bakery (ホームベーカリー) Home bread-making appliances with multiple menu options for baking various types of bread, including standard, premium, and compact models. The lineup transitioned from fluororesin to ceramic-coated bread pans in 2026 for environmental compliance. Cumulative series sales of 1.2 million units as of August 2020.
• Automatic Water Supply Dishwasher (食器洗い乾燥機) Automatic water supply dishwashers that draw water from a bucket, eliminating the need for plumbing connections. Feature auto-open function for natural drying and 2-way connectivity for optional branch water faucet connection. Capacity increased to 40 dishes in the 2026 renewal.
• Automatic Cooking Pot Ouchi Chef Cooker (自動調理鍋 おうちシェフクッカー) Electric pressure cooker for hands-free cooking of diverse dishes without fire. Features pressure cooking, multiple cooking modes, and recipe functions. Available in 2L and 5L capacities.
• Kamado-san Denki Rice Cooker (かまどさん電気) Electric rice cooker that delivers a traditional clay pot rice cooking experience electrically. Winner of the 2018 Good Design Award Best 100 and 2020 iF Gold Award.
• Coffee Maker (コーヒーメーカー) Full lineup including cone-type fully automatic coffee makers with built-in grinder (Cafe-bako PRO), stone mill grinder models, and drip coffee makers. The Cafe-bako PRO has cumulative sales of 750,000 units.
• Electric Pressure Cooker (電気圧力鍋) Electric pressure cookers including the Ouchi Chef series with pressure cooking, multiple cooking modes, and recipe support. Cumulative sales of 400,000 units.
• Tabletop Cooking Appliances Ouchi Irori (卓上調理家電 おうちいろり) Multi-functional tabletop cooking devices designed for fire-free cooking using only a microwave, supporting elderly users and all-electric households.
• Toaster (トースター) Includes the NoPreheat Convection Toaster capable of toasting bread in 90 seconds, premium oven toasters, and hybrid models featuring both upper and lower heater elements.
• ANDON Portable Cordless Fan SF-PC171 (ポータブルコードレス扇風機 ANDON) Portable cordless fan with IP44 dust and splash resistance for both indoor and outdoor use. Features compact cordless design, 2WAY attachment system (stand/clip), up to 30 hours battery life, 6-level wind control, 75° automatic horizontal oscillation, and proprietary Fuwa-View airflow technology achieving approximately 16dB operation.
• Air Circulator/Fan (サーキュレーター/扇風機) Range of air circulators and fans including DC voice-controlled models (SF-V series), 3D circulators (SF-C series), portable cordless models (SF-PC171), and standing/living room fans. Features include voice control, human detection sensors, and proprietary Fuwa-View airflow technology.
• Handheld Fan with Cooling Plate SF-H751 (冷却プレート付きハンディファン) Portable handheld fans including models with cooling plate function and varying wind speed settings. Recent model SF-H751 with cooling plate released May 2026.
• 3D Air Circulator Japandi SF-15A221 (3D サーキュレーター Japandi) 3D air circulator fan featuring Japandi-inspired design aesthetic that combines air circulation functionality with interior design appeal.
• Heater (ヒーター) Electric heaters including models with footwarmer function and far-infrared heating technology (Niko-poka SH-FC251).
• Air Purifier (空気清浄機) Air purifiers including models with air purification and humidification functions distributed from BONECO.
• Hot-Cold Fan (温冷風扇) Fans that provide both heating and cooling functions for year-round climate control.
• be by siroca Sub-Brand Siroca sub-brand line offering lifestyle-focused home appliances for baby and family products.
• BONECO (Agency/Distributed Brand) Swiss brand of air care products (humidifiers, air purifiers, air shower fans) for which Siroca serves as the import distributor and sales agent in Japan.
• LAURASTAR (Agency/Distributed Brand) Swiss premium steam care and ironing brand (irons and steamers) for which Siroca serves as the import distributor and sales agent in Japan.

Quantifiable outcome

• Home bakery series cumulative sales: 1.2 million units (as of August 2020)
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 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 minor.

• Chiyoda Ward (千代田区)minorStrategic or Co-development Partner · 15 March 2026Siroca has concluded an agreement with Chiyoda Ward to participate as a cooperating company in the 'Chiyoda Active Senior School' initiative aimed at nursing care prevention and social participation for the elderly. Under the agreement, Siroca proposes recipes for microwave-only cooking and conducts cooking classes and lectures on heat stroke prevention using seasonal appliances.
• BONECOminorChannel Partner/ Reseller/ DistributorSiroca serves as the import distributor and sales agent for BONECO brand products (air purifiers, humidifiers, air washers, and circulator fans) in Japan, reselling them through its retail and online channels.
• LAURASTARminorChannel Partner/ Reseller/ DistributorSiroca serves as the import distributor and sales agent for LAURASTAR brand products (irons and steamers) in Japan, reselling them through its retail and online channels.
• be by sirocaminorOthersSiroca operates a sub-brand 'be by siroca' with dedicated product line, positioned as a group brand targeting potentially different customer segments or product categories within the Siroca ecosystem.
• SHIPS (シプ ス)minorGTM or Marketing PartnerSiroca collaborated with SHIPS (a lifestyle brand) on a 'ships×siroca' limited edition product or campaign, featured as a pickup item on the Siroca official website in March 2026.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Iris Ohyama: Japanese household goods and small appliance brand with broad kitchen, climate, and lifestyle product range; competes with Siroca's portfolio strategy of covering many small-appliance categories at accessible price points in Japan and Asia.
• Zojirushi: Long-established Japanese home appliance manufacturer with strong overlap in rice cookers, bread makers, and electric kettles; directly competitive on product category and Japanese retail shelf space against Siroca's hero SKUs.
• BALMUDA: Tokyo-based premium small appliance design brand best known for its steam toaster; competes with Siroca in design-led countertop kitchen appliances targeting affluent Japanese consumers and shares the design-award positioning strategy.
• Tiger Corporation: Japanese home appliance maker with deep presence in rice cookers, electric kettles, and home bakery products — direct category and channel competitor to Siroca in Japan and selected Asia markets.

Broad incumbents

• Mitsubishi Electric: Large Japanese home appliance manufacturer with presence in kitchen, climate, and cleaning products; competes with Siroca across multiple categories via mass-market retail in Japan and Asia.
• Panasonic: Major Japanese home appliance manufacturer with deep small-kitchen-appliance portfolio including bread makers, rice cookers, and fans; competes with Siroca in virtually every category but at much broader scale and mass-market positioning.
• Sharp: Japanese home appliance manufacturer with broad product lines in kitchen and climate control; competes with Siroca in ovens, rice cookers, air purifiers, and fans via mass retail and major electronics chains in Japan and Asia.
• Hitachi (Appliances): Major Japanese appliance manufacturer offering rice cookers, kettles, air purifiers, and other home products; competes in Siroca's kitchen and climate categories at larger scale and broader distribution.
• Toshiba: Established Japanese manufacturer of major and small home appliances including rice cookers, microwaves, dishwashers, and climate control products; shelf competitor to Siroca across the kitchen and seasonal appliance aisles.

Emerging players

• Dyson: Premium global small-appliance brand in fans, air purifiers, and haircare; competes most directly with Siroca's ANDON portable fan and seasonal climate lines on design-led DTC premium positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/siroca_JP
• Facebookfacebook.com/siroca.jp
• Instagraminstagram.com/siroca.jp

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Siroca