All Hearts Company

What All Hearts Company does

All Hearts Company (株式会社オールハーツ・カンパニー) is a privately held Japanese multi-brand bakery and confectionery operator headquartered in Nagoya. The company runs a portfolio of 13 specialty bakery, patisserie, Western confection and dessert brands — led by Heart Bread ANTIQUE (signature bakery chain with products such as the Magical Choco Ring), the cat-shaped Neko Neko Shokupan and Neko Neko Cheesecake lines, Pastel (smooth pudding specialist founded 1984, 34 stores), PINEDE (French patisserie), Baguette Rabbit, Grandir (Kyoto-style milk bread), Oggi (Western confections founded 1978), GUILTY'S (oversized soft cookies), Benkei, Yonimo, AND Antique, and Neko Neko Factory. Distribution is anchored by approximately 180 physical retail locations across all eight major regions of Japan (Hokkaido through Kyushu), concentrated inside shopping malls, commercial centers and department store counters.

The business model is a multi-brand direct-to-consumer specialty retail platform generating revenue through (a) walk-in store sales across the proprietary and franchise store base, (b) all-brand e-commerce via the ALL HEARTS MALL platform and brand-specific online stores such as the dedicated OGGI store, (c) franchise fees and partner recruitment under the FC (franchise) program, including the recently formalized 'the Roots' model, and (d) corporate gifting and bulk order channels, particularly through OGGI. Pricing is not publicly disclosed, but a unified mileage-based loyalty program (10 miles per ¥100 spent) is operated through the official cross-brand mobile app, which reached 1 million downloads. Marketing leverages collaborations with major IPs such as Morinaga (Pastel co-branded pudding products, January 2026) and the Demon Slayer anime franchise (June 2026), seasonal limited-edition products, and brand-specific Instagram accounts. The company has received investment from Unison Capital, a Japanese private equity firm, as of December 2020.

Name

All Hearts Company

Legal name

株式会社オールハーツ・カンパニー

Website

https://allheartscompany.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

All Hearts Company is a privately held Japanese multi-brand bakery and patisserie operator, running 13 specialty brands (Heart Bread ANTIQUE, Pastel, Neko Neko Shokupan, OGGI, PINEDE and others) across approximately 180 mall-based stores nationwide, with cross-brand e-commerce and a 1 million-download loyalty app for individual consumers and corporate gifting.

Ownership category

akta.pro rank

Product category

Bakery and Patisserie

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291), Chocolate and Confectionery Manufacturing (31135), Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Bakery Products (2050), Retail-Eating Places (5812), Cookies & Crackers (2052)

akta.pro primary industry

Bread & Pastry Specialty Stores (CRAHAGAC)

akta.pro secondary industries

Cake Shops & Custom Celebration Cakes (THAFAFAC), Chocolate & Confectionery Shops (THAFAGAD), Cookie & Brownie Shops (THAFAGAF)

Keywords

• Bakery products
• Patisserie brands
• Specialty confections
• Japanese bread
• Dessert retail

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical Retail Store Sales: Revenue from approximately 180 bakery and patisserie stores across Japan operated under various brands including Heart Bread ANTIQUE, Neko Neko Shokupan, Pastel, PINEDE, and others.
2. E-commerce / Online Store Sales: ALL HEARTS MALL online store provides direct-to-consumer online purchasing of products from all brands.
3. Franchise Fees: Company operates FC (Franchise)加盟・物件情報 program for bakery business expansion.
4. OGGI Online Store Sales: Dedicated OGGI online store for chocolate and pastry products.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

All Hearts Company (株式会社オールハーツ・カンパニー) is a Japanese bakery and patisserie brand operator that runs approximately 180 retail stores across Japan under 13 distinct brands, including Heart Bread ANTIQUE, Neko Neko Shokupan, Neko Neko Cheesecake, Pastel, PINEDE, Baguette Rabbit, Grandir, OGGI, GUILTY'S, and Benkei. The company produces and sells fresh bread, pastries, cheesecakes, puddings, chocolates, cookies, and brownies through company-operated retail locations, franchise partners, department store counters, and dedicated e-commerce storefronts (ALL HEARTS MALL and OGGI online store), supported by a unified loyalty app with mileage rewards.

Product overview

All Hearts Company operates a diversified bakery and patisserie portfolio comprising 13 distinct brands including Heart Bread ANTIQUE (signature bakery with Magical Choco Ring), Neko Neko Shokupan and Neko Neko Cheesecake (cat-themed bread and cheesecake), Pastel (pudding and patisserie, 34 stores), Pinede (French-style baked goods), Baguette Rabbit (French baguettes), Grandir (Kyoto-style milk bread), Oggi (Western confections), GUILTY'S (large soft cookies), Benkei (specialty breads), Yonimo (brownies), and AND Antique. The company supports its retail operations with a unified online store platform (ALL HEARTS MALL) and an official mobile app providing cross-brand loyalty rewards, exclusive coupons, and news delivery. The portfolio spans approximately 180 stores across Japan.

Differentiator

Problem solved

Functional benefit

Brands

• ハートブレッドアンティーク (Heart Bread ANTIQUE): Signature bakery brand known for Magical Choco Ring and Stretchy Cheese France products
• ねこねこ食パン (Neko Neko Shokupan)
• ねこねこチーズケーキ (Neko Neko Cheesecake)
• ピネード (Pinede)
• パステル (Pastel)
• バゲットラビット (Baguette Rabbit)
• グランディール (Grandir)
• ねこねこファクトリー (Neko Neko Factory)
• 世にもおいしい (Yonimo)
• ベンケイ (Benkei)
• GUILTY'S
• オッジ (Oggi)
• アンドアンティーク (And Antique)

Products and services

• Heart Bread ANTIQUE (ハートブレッドアンティーク) Signature bakery brand featuring the Magical Choco Ring and Stretchy Cheese France products, with locations primarily in shopping malls and commercial centers nationwide.
• Neko Neko Shokupan (ねこねこ食パン) Cat-shaped premium milk bread brand offering fluffy Japanese-style shokupan in various flavors for individual consumers.
• Neko Neko Cheesecake (ねこねこチーズケーキ) Cat-themed cheesecake brand offering premium Japanese-style cheesecakes.
• Pastel (パステル) Pudding and patisserie brand founded in 1984, credited with starting the smooth pudding boom in Japan; operates 34 stores across Tohoku, Kanto, Chubu, Kansai, and Chugoku regions.
• Pinede (ピネード) Patisserie brand specializing in French-style baked goods and confections including strawberry shortcakes and cheese cakes.
• Baguette Rabbit (バゲットラビット) French baguette specialty brand offering fresh baked breads including the popular baguette varieties.
• Grandir (グランディール) Bakery brand specializing in Kyoto-style milk bread and premium melon bread products.
• GUILTY'S Large soft cookie brand featuring thick-cut bacon and maple, s'mores chocolate, cocoa marshmallow, and caramel apple crumble flavors.
• Oggi (オッジ) Western confectionery brand founded in 1978, known for Chocolat de Chocolat chocolate cake; operates flagship store in Meguro, Tokyo and a dedicated online store for corporate gifts.
• ALL HEARTS MALL Company's official online store platform allowing customers to purchase products from all brands for home delivery, integrated with the company app.
• ALL HEARTS COMPANY Official App Multi-brand mobile loyalty app providing mileage rewards (10 miles per 100 yen purchase), app-exclusive coupons, brand news delivery, online store access, and survey participation rewards across all company brands.
• Neko Neko Factory (ねこねこファクトリー) Cat-themed factory brand producing cat-shaped breads and related products.
• Yonimo (世にもおいしい) Brownie specialty brand offering premium chocolate brownies.
• Benkei (ベンケイ) Bakery brand specializing in various bread products including croissants and rice flour salt bread.

Quantifiable outcome

• 100万DL (1 million app downloads) achieved

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Morinaga & Co.minorStrategic or Co-development Partner · 13 January 2026Collaboration between All Hearts Company and Morinaga & Co. to launch three limited-edition pudding-flavored products under the Pastel brand: Pastel Choco Ball, Pastel Morinaga Milk Caramel, and Pastel Galette Sand. The products combine Pastel's signature Nameraka Pudding flavor with Morinaga's popular confections.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/h_b_antique
• Instagraminstagram.com/heart_bread_antique
• LinkedInlinkedin.com/company/all-hearts-company

Revenue estimate

Valuation estimate

Number of profiles

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 All Hearts Company