Ueni Trading

What Ueni Trading does

Ueni Trading Co., Ltd. (株式会社ウエニ貿易) is a privately held Japanese trading company founded in its current form in 1989, with origins tracing back to a family shoe store in Ueno, Tokyo established in 1950. The company operates as a wholesale distributor of imported brands across three core categories: Timepiece (watches), Fashion & Lifestyle (bags, apparel, accessories), and Health & Beauty (cosmetics, fragrances, supplements). It functions simultaneously as an official Japan distributor for international brands — including VERSACE watches, Furla, adidas Originals watches, TIMEX, TED BAKER, and SAMOURAI fragrances — and as a manufacturer of proprietary brands such as Angel Heart (watches, 1M+ cumulative units since 2004), PELLE MORBIDA (luxury bags, launched 2012), AQUA SAVON (cosmetics, launched 2009), and MY ROUTINE (protein supplements, launched 2020).

The company generates revenue through four streams: (1) BtoB import wholesale to Japanese retailers, (2) original brand manufacturing and sales (both BtoB and DtoC), (3) official distributor/agency fees for represented brands, and (4) retail operations through directly operated stores (PELLE MORBIDA GINZA, U-collection Ginza) and brand-specific EC sites. Distribution reaches approximately 800 client companies and over 20,000 retail stores across all 47 Japanese prefectures, with key retail partners spanning department stores (Takashimaya, Mitsukoshi Isetan), electronics retailers (Yodobashi Camera, Bic Camera), drugstores (Matsumoto Kiyoshi, Sundrug), mass merchandisers (Aeon), and EC platforms (Amazon Japan).

Group revenue was ¥41.7 billion (approximately $278M) for the 36th fiscal period ending August 2024, supported by roughly 330 employees group-wide. The company holds the No.1 market share in Japan for both fashion accessories import wholesale and import brand watch wholesale, with the fashion accessories share rising from 21% to 25% over 2022-2024. Operational highlights include an in-house after-sales service center handling 100,000+ watch repairs annually with Level-1 certified technicians and genuine parts inventory, and 37 consecutive years of profitable operations. Marketing leverages a multi-channel mix spanning BtoB sales engagement, owned media (UENIM), brand EC sites, and social platforms (Instagram, TikTok, X).

Name

Ueni Trading

Legal name

株式会社ウエニ貿易

Website

https://ueni.co.jp

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ueni Trading Co., Ltd. is a privately held Japanese import wholesale distributor and proprietary brand manufacturer founded in 1989, holding the No.1 market share in Japan for fashion accessories and import-brand watch wholesale. It serves approximately 800 retail clients across 20,000+ stores with both international brand distribution and original brands (Angel Heart, PELLE MORBIDA, AQUA SAVON, MY ROUTINE).

Ownership category

akta.pro rank

Product category

Import Wholesale Distribution and Brand Trading

NAICS

Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394), Clothing and Clothing Accessories Merchant Wholesalers (42435)

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

Keywords

• Import wholesale trading
• Brand distribution services
• Watch retail distribution
• Cosmetics import business
• Fashion accessories wholesale

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Import Wholesale (BtoB): Imports and distributes international brand watches, fashion accessories, cosmetics and fragrances to Japanese retail businesses. Core revenue driver representing industry top market share. Revenue generated through sales margins on goods sourced from overseas brand holders and sold to department stores, mass merchandisers, and specialty retailers.
2. Original Brand Manufacturing and Sales: Develops and sells proprietary brands including Angel Heart (watches), PELLE MORBIDA (bags), AQUA SAVON (cosmetics), MY ROUTINE (protein supplements). Engages in BtoB wholesale to retailers as well as DtoC through owned EC and retail stores.
3. Official Distributor / Agency: Acts as official Japan distributor/agent for brands including Versace watches, Furla, adidas Originals watches, TIMEX, TED BAKER watches. Earns distribution/agency margins for managing brand representation, sales promotion, and after-sales service in the Japanese market.
4. Retail / DtoC: Operates directly managed retail stores and EC sites selling proprietary and distributed brands directly to end consumers. Includes flagship stores such as PELLE MORBIDA GINZA and U-collection stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core offering

Ueni Trading imports and distributes international brand watches, fashion accessories, cosmetics and fragrances to Japanese retail chains (department stores, mass merchandisers, electronics retailers, drugstores, and specialty stores) through its BtoB wholesale business. In parallel, the company develops and sells proprietary original brands including Angel Heart (watches), PELLE MORBIDA (luxury bags), AQUA SAVON (fragrances), and MY ROUTINE (protein supplements) via both wholesale and direct-to-consumer channels. The company operates directly managed retail stores and brand EC sites, and runs a 1st-level certified watch after-sales service center handling 100,000+ repairs annually.

Product overview

Ueni Trading operates as a diversified trading company with three core business models: import wholesale (専門商社), original brand manufacturing (メーカー), and retail (小売り). The company manages an extensive portfolio across three divisions: Timepiece Company (watches including VERSACE, TIMEX, TED BAKER as official Japan agents, plus original brands Angel Heart, Angel Clover), Fashion & Lifestyle Company (bags/apparel including PELLE MORBIDA, SONNE, UCON ACROBATICS), and Health & Beauty Company (fragrances and supplements including AQUA SAVON, MY ROUTINE protein, RADSKY). Ueni Trading functions as both a distributor for international brands and a manufacturer of proprietary brands, with retail operations through directly-operated stores and e-commerce platforms.

Differentiator

Problem solved

Functional benefit

Brands

• PELLE MORBIDA: Luxury bag brand launched in 2012, targeting mature adults who appreciate quality of life and elegant travel. The brand name means 'soft leather' in Italian.
• Angel Heart
• AQUA SAVON
• MY ROUTINE
• MY ROUTINE BEAUTY
• SONNE
• Angel Clover
• RADSKY
• Anideal (アニディール)
• DUFA
• SOU+YOU (スーユー)
• Mama AQUA SAVON

Products and services

• VERSACE WATCH (Official Japan Distribution) Official Japan distribution of VERSACE luxury Italian watches featuring iconic Medusa and Greca pattern designs with Swiss-made craftsmanship, sold through Japanese department stores and watch specialty retailers.
• TIMEX (Official Japan Distribution) Official Japan distribution of TIMEX American watches with 160+ year history, featuring Indiglo night-light and IRONMAN lines, sold through department stores, electronics retailers, and mass merchandisers.
• TED BAKER Watches (Official Japan Distribution) Official Japan distribution of TED BAKER British lifestyle watches known for innovative colors, floral dials, and distinctive printed leather belt designs, sold through department stores and watch specialty retailers.
• Angel Heart (Original Watch Brand) Proprietary women's accessory watch brand launched in 2004, featuring actress Hashimoto Kana as image character. Achieved over 1 million cumulative units sold across department stores, mass merchandisers, watch specialty retailers, and brand EC.
• PELLE MORBIDA (Original Bag Brand) Proprietary luxury bag brand launched in 2012 inspired by elegant cruise ship travel, featuring premium Italian leather with original shrink leather development. Sold through department stores, the PELLE MORBIDA GINZA flagship store (opened 2015), and additional directly operated retail locations, with 16 stores nationwide by 2022.
• AQUA SAVON (Original Fragrance Brand) Proprietary light fragrance brand launched in 2009 that pioneered the 'light fragrance market' in Japan with clean, refreshing soap scents. Distributed through drugstores, department stores, and brand EC site aquasavon.jp.
• MY ROUTINE (Original Protein Supplement Brand) Proprietary protein supplement brand launched in 2020 supporting daily health and wellness, including MY ROUTINE MAX with 25g+ protein per serving and MY ROUTINE CURRY. Sold through drugstores, offline retailers, and brand EC site myroutine.jp.
• FURLA Watches and Accessories (Official Japan Distribution) Official Japan distribution of FURLA Italian luxury watches and accessories, plus FURLA fragrance and cosmetics products through Health&Beauty division channels.
• SAMURAI Fragrance (Original Brand) Proprietary fragrance line inspired by Japanese actor Mihora, produced by Alain Delon, featuring sexy yet clean scents with Edo-period samurai-inspired bottle design. Distributed through drugstores and department stores.
• SONNE (Original Lifestyle Brand) Proprietary Japanese lifestyle brand inspired by German craftsmanship, offering simple yet quality products with Japanese traditional aesthetics, including the SONNE WATCH line.
• adidas Originals Watches (Official Japan Distribution) Official Japan distribution of adidas Originals watch line from the world-leading street sportswear brand, managed through wholesale distribution and retail operations.
• ZEPPELIN (Watch Distribution) Distribution of ZEPPELIN German watch brand themed after historic airships, featuring functional designs with high-quality materials at value pricing, sold through department stores and watch specialty retailers.
• MY ROUTINE BEAUTY (Original Beauty Brand) Proprietary beauty brand launched in 2023 focused on beauty and health from within, sold under the MY ROUTINE product line through drugstores and brand EC.
• Mama AQUA SAVON (Original Cosmetics Brand) Proprietary body care and hair care sub-brand of AQUA SAVON targeting working mothers with young children, featuring safe formulations usable by parents and children.
• PARFUM BAR Mini Perfume Series Cross-brand mini perfume series launched April 2, 2026, aggregating scents from multiple Ueni proprietary brands (AQUA SAVON, Angel Heart, RADSKY). Features 14 scent options at 1,650 yen per unit, distributed at drugstores nationwide.
• Watch After-Sales Service Center Comprehensive watch after-sales repair and maintenance service operated through wholly owned subsidiary Ueni Trading Service Center, featuring 1st-level certified technicians, genuine parts inventory, and capacity of 100,000+ watch repairs per year for distributed and proprietary brands.

Quantifiable outcome

• Industry No.1 market share in fashion accessories import wholesale and import brand watch wholesale in Japan
• +5 more outcomes

Named customers9 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor and core.

• TAKEO KIKUCHI (タケオキクチ)minorChannel Partner/ Reseller/ Distributor · 1 January 2021Distributor for TAKEO KIKUCHI fashion accessories and apparel. Manages wholesale distribution to department stores and select retailers.
• Furla (フルラ)coreChannel Partner/ Reseller/ Distributor · 1 January 2020Official Japan distributor and sales agent for FURLA brand watches and accessories. Ueni Trading manages import, wholesale distribution, and sales promotion of FURLA products across Japanese retail channels.
• TED BAKER (テッドベーカー)coreChannel Partner/ Reseller/ Distributor · 1 January 2020Official Japan distributor for TED BAKER watches. Operates the official TED BAKER WATCH Japan website and manages wholesale distribution to department stores and watch specialty retailers.
• SAMOURAI (サムライ)coreChannel Partner/ Reseller/ Distributor · 1 January 2020Official Japan distributor for SAMOURAI and SAMOURAI WOMAN fragrance brands. Manages wholesale distribution to drugstores and department stores across Japan.
• FURLA (フルラ) - CosmeticscoreChannel Partner/ Reseller/ Distributor · 1 January 2020Official Japan distributor for FURLA fragrance/cosmetics products. Manages distribution through Health&Beauty division sales channels.
• Petkit (ペットキット)minorChannel Partner/ Reseller/ Distributor · 1 January 2020Japan agent for Petkit pet appliance brand. A new product category launched through Timepiece division sales channels based on employee initiative.
• HYDROGEN WATCH (ハイドロ겐)minorChannel Partner/ Reseller/ Distributor · 1 January 2019Official Japan distributor for HYDROGEN WATCH brand. Italian luxury sportswear brand's watch line distributed in Japan.
• UCON ACROBATICSminorChannel Partner/ Reseller/ Distributor · 1 January 2019Official Japan distributor for UCON ACROBATICS sustainable bag brand. German brand with minimalist design distributed through fashion specialty channels.
• Versace (ヴェルサーチェ)coreChannel Partner/ Reseller/ Distributor · 1 January 2015Official Japan distributor and agent for VERSACE brand watches. Ueni Trading operates the official VERSACE WATCH Japan website, manages wholesale distribution to department stores and specialty retailers, and provides after-sales support.
• adidas Originals (アディダス オリジナルス)coreChannel Partner/ Reseller/ Distributor · 1 January 2015Official Japan distributor for adidas Originals watch line. Manages wholesale distribution and retail operations for adidas watches across Japanese retail channels.
• TIMEX (タイメックス)coreChannel Partner/ Reseller/ Distributor · 1 January 2015Official Japan distributor for TIMEX watches. Manages import, wholesale, and retail sales of TIMEX brand watches in Japan.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Casio Computer Co., Ltd. Japanese watch manufacturer with major brands G-Shock, Baby-G, Pro Trek, and Edifice distributed through mass merchandisers, electronics retailers, and department stores. Comparable as a dominant Japanese watch player competing for similar retail real estate.
• Stripe International Inc. Japanese fashion company operating multiple proprietary apparel and lifestyle brands with both wholesale distribution and D2C retail operations. Comparable multi-brand portfolio and Japan-centric wholesale-plus-retail hybrid model.
• Fossil Group, Inc. US-based watch and accessories company operating a multi-brand portfolio (Fossil, Michael Kors, Armani, Diesel, Kate Spade watches). Closely comparable business model to Ueni's distribution-plus-original-brand hybrid, combining licensed brand distribution with proprietary watch brands.
• World Co., Ltd. Japanese apparel group managing multiple fashion brands through wholesale distribution to department stores and specialty retailers. Comparable in operating a multi-brand Japanese wholesale platform with proprietary brand development capabilities.
• CITIZEN Watch Co., Ltd. Japanese watchmaker with a multi-brand portfolio strategy (CITIZEN, Bulova, Arnold & Son, Frederique Constant) and global distribution. Comparable as a vertically integrated watch company with broad retail penetration across the same Japanese channels that Ueni serves.
• Movado Group, Inc. US-based watch group operating Movado, Coach, Hugo Boss, Tommy Hilfiger, and Lacoste watch licenses alongside proprietary brands. Directly comparable multi-brand watch portfolio strategy to Ueni's distributed-plus-proprietary model.
• Seiko Group Corporation: Japanese watchmaker operating a multi-brand portfolio (Seiko, Grand Seiko, Orient, Credor) that competes for the same retail shelf space across Japanese department stores, electronics retailers, and specialty watch boutiques. Comparable as a Japan-based watch industry leader with extensive brand portfolio.
• Swatch Group Ltd. Swiss watch conglomerate with portfolio spanning Omega, Longines, Tissot, Breguet, and Blancpain. Comparable as a watch industry incumbent with diversified brand portfolio and global distribution strategy, though at a much larger scale.

Emerging players

• Daniel Wellington AB: Swedish-origin watch brand built primarily through direct-to-consumer and digital channels, targeting similar fashion-conscious consumer demographics to Ueni's Angel Heart and PELLE MORBIDA. Comparable as a contemporary watch brand competing for the same consumer mindshare but using a fundamentally different (DTC) distribution model that threatens the traditional wholesale channel Ueni relies on.
• MVMT (Movado Group brand): Direct-to-consumer watch brand (acquired by Movado Group in 2018) that disrupted the traditional watch wholesale model by building a millennial-focused brand online. Comparable as a contemporary watch brand targeting the same fashion-accessories consumer segment as Ueni's distributed brands, and represents the structural DTC shift that threatens traditional distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/uenitrading

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Ueni Trading