What Dinos does

dinos Inc. (Dinos) is a Japanese privately held multi-channel general merchandise retailer founded in 1971 and headquartered in Nakanoku, Japan, with 501–1,000 employees. The company operates a catalog, TV shopping, and e-commerce model, selling across 12 product categories including fashion, bags/shoes/accessories, furniture/storage, curtains/rugs, bedding, kitchenware, interior goods/appliances, beauty/health/diet, gourmet food, gardening/exterior, and travel/hobby/pets. It also runs the furniture and appliance rental service flect, the flower and gardening service Fujitv Flower Net, and a portfolio of curated sub-brands — DAMA collection, So Close,, HOUSE STYLING, Dinos Premium, GEMS STUDIO, D-BEAUTY, and dinos CLOSET — that segment customers by lifestyle and price tier.

Dinos distributes through owned digital channels (dinos.co.jp, digital catalogs, Quick Order by catalog number), broadcast media (TV shopping with a dedicated companion app), physical catalogs, mobile apps for catalog scanning, and a LINE official account. The company holds JDMA (Japan Direct Marketing Association) membership and Privacy Mark certification. Pricing is unit-based with shipping starting at ¥880; Dinos card members receive a 5% discount and free shipping on orders up to ¥5,000, with promotional coupons and seasonal campaigns layered on top. The primary customer segments are Japanese general consumers, premium/luxury lifestyle buyers, beauty and wellness shoppers, and gourmet food enthusiasts, all served domestically.

The business model is fundamentally one-time retail sales across a broad assortment, supplemented by the recurring-style furniture rental service flect and the loyalty mechanic of the Dinos card. The company operates exclusively within Japan, does not disclose revenue, and has no disclosed funding rounds, M&A, or public listing. Its competitive position rests on 55 years of brand recognition, multi-channel reach, and a curated sub-brand portfolio rather than on proprietary technology or AI-driven capabilities, none of which are disclosed in available materials.

Name

Dinos

Legal name

dinos Inc.

Website

https://dinos.co.jp

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Dinos is a Japanese multi-channel general merchandise retailer (catalog, TV shopping, e-commerce) founded in 1971, serving Japanese consumers across 12 lifestyle categories with curated sub-brands and a furniture rental service.

Ownership category

akta.pro rank

Headquarters

HQ city

Nakanoku

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct product sales across multiple categories including fashion, furniture, home goods, beauty, health, gourmet food, gardening, and lifestyle products. Operates as a multi-category catalog and TV shopping retailer.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Dinos is a Japanese mail-order retailer that sells general lifestyle merchandise — including fashion, bags, shoes, accessories, furniture, bedding, kitchenware, interior goods, beauty, health, gourmet food, and gardening products — directly to consumers through three integrated channels: print and digital catalogs, television shopping broadcasts, and its e-commerce website dinos.co.jp. It also operates a furniture and appliance rental service (flect) and a flower/gardening storefront (Fujitv Flower Net), supported by multiple exclusive in-house product collections (DAMA collection, So Close,, Dinos Premium, HOUSE STYLING, D-BEAUTY, GEMS STUDIO).

Product overview

Dinos operates as a comprehensive Japanese catalog and TV shopping e-commerce platform, offering products across 12 main categories: Fashion, Bags/Shoes/Accessories, Furniture/Storage, Curtains/Rugs/Sofa Covers, Bedding, Kitchenware/Cooking Utensils, Interior Goods/Home Appliances, Beauty/Health/Diet, Gourmet Foods, Gardening/Exterior, Travel/Hobby/Pets, and miscellaneous items. The platform combines online catalog shopping with television shopping channels. Key product offerings include the core Dinos Online Shopping Platform, TV Shopping service, furniture rental service (flect), and Fujitv Flower Net integration. The company operates multiple sub-brands including DAMA collection (premium career fashion), So Close, (refined casual), Dinos Premium (lifestyle products), HOUSE STYLING (interior design), D-BEAUTY (beauty/wellness), and GEMS STUDIO (jewelry/accessories). Additional services include Quick Order by catalog number, Digital Catalog browsing, and dedicated smartphone applications for catalog scanning and TV shopping.

Differentiator

Problem solved

Functional benefit

Brands

• flect: Furniture and appliance rental service offering new items with rental options
• DAMA collection
• So Close,
• HOUSE STYLING
• Dinos Premium
• GEMS STUDIO
• D-BEAUTY
• dinos CLOSET

Products and services

• Dinos Online Shopping Platform (dinos.co.jp) Core multi-category e-commerce storefront for Japanese consumers, offering fashion, bags/shoes/accessories, furniture, bedding, kitchenware, interior goods, beauty/health, gourmet food, gardening, and hobby/pet products. Combines catalog browsing with online ordering and same-day shipping for weekday orders placed before noon.
• TV Shopping (テレビショッピング) Television shopping broadcast channel where products are promoted on TV programs and purchased through the Dinos platform. Products featured on TV are listed with broadcast schedules on dinos.co.jp.
• flect Furniture and Appliance Rental (家具レンタル flect) Rental service for new furniture and home appliances, allowing customers to rent with lower initial costs and a purchase option at discounted prices if satisfied with the item. Operates as a separate storefront under the Dinos umbrella.
• Fujitv Flower Net (フジテレビフラワーネット) Online storefront for flower arrangements, gardening products, and interior plants, integrated into the Dinos platform under the Fujitv branding.
• DAMA collection (ダーマ・コレクション) Premium career fashion sub-brand for professional women, offering high-quality business attire, suits, and sophisticated casual wear.
• So Close, (ソークロース,) Fashion sub-brand focused on refined, individualistic casual styles emphasizing personal authenticity.
• Dinos Premium (ディノス プレミアム) Premium product line featuring curated items aimed at comfortable living for mature adults, including high-quality home goods and lifestyle products.
• HOUSE STYLING (ハウススタイリング) Interior design-focused sub-brand offering products for creating quality interior spaces and sophisticated home environments, including furniture, curtains, rugs, sofa covers, and home decor.
• D-BEAUTY (ディービューティー) Beauty and wellness magazine-style sub-brand featuring curated skincare, cosmetics, supplements, health foods, and self-care products targeted at women.
• GEMS STUDIO (ジェムスタジオ) Jewelry and accessories sub-brand focused on quality, genuine jewelry pieces for discerning customers, with items up to ¥480,000.

Quantifiable outcome

• Same-day shipping for orders placed before noon on weekdays (対象エリア・対象商品)

Segments4 records

Ideal customer profiles4 records

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 core.

• flect (フレクト)coreChannel Partner/ Reseller/ Distributorflect is Dinos' furniture and home appliance rental service, allowing customers to rent new furniture and appliances with options to purchase if satisfied. This is a related service under the Dinos umbrella, offering customers flexibility with initial lower costs and the opportunity to own items at discounted prices.
• Fujitv Flower Net (フジテレビフラワーネット)coreChannel Partner/ Reseller/ DistributorFujitv Flower Net is a flower and gardening product service offered through the Dinos platform, providing customers with access to floral arrangements and gardening products under the Fujitv branding.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• ZOZO: ZOZO is a leading Japanese fashion e-commerce platform that overlaps directly with Dinos' fashion sub-brands (DAMA, So Close,) while also appealing to younger demographics that Dinos under-indexes on.

Direct peers

• Belluna (ベルメゾン): Belluna operates the bellmeisOn catalog and e-commerce platform in Japan across fashion, furniture, home goods, and lifestyle categories. It is the closest direct catalog retail competitor to Dinos, sharing multi-channel distribution and similar customer demographic.
• Felissimo (フェリシモ): Felissimo operates a curated Japanese catalog and e-commerce platform across fashion, home, and lifestyle categories. It shares Dinos' catalog-first heritage and similar broad lifestyle assortment.
• Nissen (ニッセン): Nissen is a long-established Japanese catalog and online retailer specializing in fashion, home goods, and lifestyle products. It directly competes with Dinos in multi-category general merchandise and shared historical reliance on catalog shopping.
• Jananet Takata (ジャパネットたかた): Jananet Takata is Japan's leading TV shopping retailer, broadcasting across TV and digital. It competes with Dinos directly in TV shopping across categories like home appliances, furniture, and lifestyle goods.
• Senshukai (千趣会): Senshukai operates the Belle Maison catalog and online retail business in Japan, directly competing with Dinos in general merchandise, fashion, and home goods via catalog and digital channels.
• Cecile (セシール): Cecile is a Japanese catalog and e-commerce retailer focused on apparel, home goods, and lifestyle products, serving a similar middle-aged Japanese consumer segment as Dinos.

Broad incumbents

• Rakuten (楽天): Rakuten is Japan's largest e-commerce marketplace with extensive general merchandise, fashion, and home goods listings. It competes broadly with Dinos for online retail wallet share and dwarfs Dinos in scale and assortment.
• Amazon Japan: Amazon Japan is the dominant online general merchandise retailer in Japan across all categories Dinos serves. It competes on price, delivery speed, and assortment depth far exceeding Dinos' scale.
• Aeon (イオン): Aeon is Japan's largest retail group with extensive physical and online general merchandise, food, and lifestyle offerings. It competes with Dinos for household spending across multiple categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dinosjp
• Facebookfacebook.com/dinos.co.jp
• Instagraminstagram.com/dinos_jp
• LinkedInlinkedin.com/company/dinos-cecile-co.-ltd.

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dinos