Samantha Home Staging

What Samantha Home Staging does

Samantha Home Staging Co., Ltd. (株式会社サマンサ・ホームステージング) is a Tokyo-based private company founded in August 2011 that operates Japan's largest dedicated home staging service, executing 11,000+ vacant and occupied staging cases annually with 150+ certified home stagers across seven regional offices (Tokyo, Osaka, Nagoya, Sendai, Hiroshima, Fukuoka, Okinawa). Its service portfolio spans furniture rental and styling for vacant properties, decluttering and re-styling for sellers still in residence, professional photography, Matterport-based 3D walkthrough video capture, the Japan-exclusive roOomy virtual staging product (CG furniture overlaid on 3D tours), and add-on home organization and packing services for relocations.

The company's technology layer consists of three components: (1) the proprietary STAGE web application (launched March 2021) for B2B booking, project management, file sharing, and billing; (2) Matterport 3D camera capture integrated with the roOomy CG furniture library for VR staging; and (3) a proprietary home staging fragrance developed in-house for in-person viewings. Revenue is generated predominantly through unit-priced service contracts per property, with multi-month rental extensions on vacant staging and 6-month renewable hosting fees on virtual staging creating a partial recurring element. Pricing ranges from ¥25,000 for a 3D walkthrough shoot to ¥88,000–¥231,000 for vacant staging packages, with promotional campaigns of up to 62% off for first-time corporate customers.

Samantha pursues a hybrid go-to-market combining direct enterprise sales to real estate companies and developers, event-driven demand generation (seminars, experience events, the Homestaging Expo with Karimoku Furniture), a self-serve booking channel through STAGE, and partnership distribution via iYell, Nomura Real Estate Solutions, Mitsubishi Estate's Hamlet brand, Sekisui House, Solvvy, and Mujin Naiken-kun. Customer concentration is distributed across corporate real estate firms, property developers, and individual sellers, with a strategic emphasis on ESG-aligned local-consumption staging and minpaku (private lodging) / senior facility verticals beyond the traditional resale market.

Name

Samantha Home Staging

Legal name

株式会社サマンサ・ホームステージング

Website

https://samantha-hs.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Samantha Home Staging is Japan's largest dedicated home staging provider, offering vacant and occupied staging, VR staging via roOomy, photography, and 3D walkthroughs to real estate companies, developers, and individual property sellers nationwide through 150+ certified stagers and seven regional offices.

Ownership category

akta.pro rank

Product category

Home Staging Services

NAICS

Services to Buildings and Dwellings (5617), Rental and Leasing Services (532)

SIC

Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Home Staging & Pre-Listing Organization (HSAFAFAJ)

akta.pro secondary industries

Corporate, Event & Staging Furniture Rental (Short-Term) (CRAIAOAG), Local Furniture Delivery & In-Home Placement (White-Glove, Assembly) (HSAKAAAM), Virtual/Remote Organizing Services (HSAFAKAL), Pre-Sale / Pre-Listing (Home Staging) Cleaning (HSAEAFAD)

Keywords

• Home staging services
• Real estate marketing
• Property photography
• Virtual staging
• Interior styling

Headquarters

HQ city

Tomioka

HQ country

Japan

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Vacant Home Staging (空室ホームステージング): Furniture and accessory rental, setup, and professional photography for vacant properties. The company rents furniture to stage empty properties as model homes for sale/rental, with rental periods typically lasting 3 months or more. Additional rooms can be added as optional upgrades.
2. Occupied Home Staging (居住中ホームステージング): Decluttering, organizing, and styling services for sellers living in the property while selling. Staff (home stagers) organize belongings and stage the space using the owner's existing furniture, followed by professional photography. Includes packing materials and typically 4-hour service sessions.
3. Virtual Home Staging roOomy: CG furniture overlay on 3D walkthrough videos. Service includes 3D walkthrough filming plus CG interior decoration. Price includes 6 months of server hosting. Renewable on 6-month basis.
4. Photography and 3D Video Services: Professional still photography and 3D walkthrough video capture for real estate listings, offered as standalone services or bundled with staging.
5. Home Organization / Decluttering Services: Organization and decluttering services for households, including packing and unpacking assistance during moves. Also offered as part of the occupied home staging service.
6. Local-Consumption Home Staging (地産地消ホームステージング): A differentiated offering using locally manufactured furniture (e.g., local furniture makers) for staging, targeting ESG-conscious developers and property owners. Positioning combines staging with sustainability and regional economic support messaging.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Samantha Home Staging provides comprehensive home staging services for both vacant and occupied properties, including furniture rental, still photography, 3D walkthrough videos, virtual staging via roOomy, decluttering, packing/unpacking, and at-home viewing services. The company supports real estate companies, brokers, property developers, and individual property owners with one-stop interior styling, branding, and property marketing services. It operates a proprietary Stage web application that enables 24/7 self-service booking for individuals.

Differentiator

Problem solved

Functional benefit

Products and services

• Vacant Home Staging (空室ホームステージング) Furniture rental and interior staging for vacant properties, providing a styled model-home look to help listings sell or lease faster. Targeted at real estate companies, brokers, and individual property owners listing empty homes for sale or rent.
• Occupied Home Staging (居住中ホームステージング) Styling services for properties that remain occupied during the sales/leasing period, using existing furniture supplemented with rented pieces and decorations to appeal to buyers. Targeted at residents selling or renting their occupied homes.
• Virtual Home Staging roOomy (バーチャルホームステージング) Japan's first roOomy virtual staging service, using CG furniture overlay on Matterport 3D scans to digitally furnish empty properties for online listings, available with 3-month and 6-month hosting extensions. Targeted at real estate companies and property owners seeking low-cost visual staging.
• Still Photography (スチール写真撮影) Professional still photography service for staged properties, producing high-quality images optimized for real estate listings and marketing collateral. Targeted at real estate companies, brokers, and property owners.
• 3D Walkthrough Video (3Dウォークスルー動画撮影)

Quantifiable outcome

• 99%+ customer satisfaction rate (99.6% in 2020-2021; 99.2% in FY2021)
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Nine partnerships are on record, tiered major, minor and core.

• カリモク家具株式会社majorGTM or Marketing Partner · 30 March 2026Samantha Home Staging co-hosts the 'Homestaging Expo 2026' with Karimoku Furniture. This is a flagship industry event showcasing high-end home staging design for real estate professionals and interior designers.
• 無人内見くんminorGTM or Marketing Partner · 10 March 2026Samantha Home Staging began serving as an agent for the unmanned property viewing service 'Mujin Naiken-kun' (无人内見サービス), helping to increase property viewings and reduce real estate agent workload.
• カリモク家具株式会社majorStrategic or Co-development Partner · 8 April 2025Samantha Home Staging partnered with Karimoku Furniture (headquartered in Kariya, Aichi Prefecture) for the 'local-consumption home staging' (地産地消ホームステージング) initiative. Karimoku provides locally manufactured furniture for staging properties in the same region, combining home staging with regional economic support and sustainability (SDGs) messaging.
• 積水ハウス株式会社majorStrategic or Co-development Partner · 8 April 2025Sekisui House partnered with Samantha Home Staging for the first local-consumption home staging case study, using Karimoku Furniture produced in Aichi Prefecture for a residential development in Nagoya. Sekisui House has provided an endorsement of the initiative.
• SolvvyminorStrategic or Co-development Partner · 26 November 2024Samantha Home Staging partnered with Solvvy to provide home staging services for second-hand housing, expanding the market for home staging services beyond traditional new property listings.
• iYell株式会社majorGTM or Marketing Partner · 4 July 2024iYell and Samantha Home Staging co-host online seminars for real estate companies covering topics such as sales period reduction through home staging and closing techniques. iYell provides seminar platform and real estate company access; Samantha provides home staging expertise and presentation content.
• 三菱地所グループ（ハムレット）majorStrategic or Co-development Partner · 22 June 2023Samantha Home Staging provides spatial styling services for Mitsubishi Estate Group's furnished rental housing brand 'Hamlet'. This includes furniture rental, 3D walkthrough video production, and professional photography to enhance the appeal of furnished rental properties.
• roOomy (ルーミー)coreTechnology or Integration · 27 July 2021Samantha Home Staging entered a Japan-exclusive business partnership with roOomy (headquartered in Amsterdam) to offer immersive VR home staging using CG furniture overlay on Matterport 3D walkthrough videos. roOomy provides the virtual staging technology platform and CG furniture libraries; Samantha provides the on-ground service delivery and Japanese market access. This is Japan's first offering of this type.
• 野村不動産ソリューションズ株式会社majorGTM or Marketing Partner · 23 February 2021Samantha Home Staging co-hosts web seminars on nomu.com (野村不動産アーバンネット) targeting real estate sellers and buyers. Samantha home stagers serve as lecturers on topics including interior styling tips and home staging for property sales.

Scale indicators7 records

Recent moves14 records

Expansion highlights6 records

Others

• roOomy: Netherlands-based virtual staging technology platform and Samantha's exclusive Japan partner for CG furniture overlay on Matterport 3D walkthroughs. Comparable as the underlying technology provider powering Samantha's virtual staging service line.
• iYell Co., Ltd. Japanese mortgage and real estate platform that co-hosts seminars with Samantha targeting real estate companies. Comparable as a real estate industry platform with overlapping GTM into the same Japanese real estate broker and developer audience.
• HouseDo Co., Ltd. Japanese real estate brokerage and housing services company operating across used-home purchase, renovation, and brokerage. Comparable as a Japanese real estate services player that interacts with the same home-seller customer base Samantha's occupied staging serves.
• Nomura Real Estate Solutions Co., Ltd. Japanese real estate services arm of Nomura Real Estate, operating the nomu.com portal for real estate listings. Co-hosts web seminars with Samantha targeting sellers and buyers, making it both a GTM partner and a comparable Japanese real estate services ecosystem participant.
• Karimoku Furniture Co., Ltd. Major Japanese furniture manufacturer (Aichi-headquartered) and Samantha's co-development partner for the Local-Consumption Home Staging initiative. Comparable as a supplier and brand partner enabling Samantha's ESG-aligned staging product.

Direct peers

• Meridith Baer Home: Long-established US home staging company (founded 1999) historically regarded as the largest US home stager with high-end developer and luxury property clients. Comparable in scale and luxury positioning to Samantha's Premium-grade vacant staging offerings.
• Showhomes: US/UK home staging franchise and one of the largest dedicated home staging operators globally. Directly comparable as a pure-play home staging company serving real estate agents and sellers with vacant and occupied staging services.

Emerging players

• Virtual Staging AI: AI-driven virtual staging SaaS offering instant CG furniture rendering of empty property photos at low price points. Comparable as a virtual-staging substitute targeting the same listing-marketing use case, though with a software-only model versus Samantha's bundled service-and-technology approach.
• Styldod: US-based virtual staging and real estate marketing services company offering CG furniture staging and 3D rendering. Comparable as a virtual-staging provider serving the same real estate agent and listing-marketing workflow that Samantha addresses with its roOomy service.

Broad incumbents

• Open House Group Co., Ltd. Large Japanese real estate developer and broker with significant single-family home sales volume. Comparable as a major Japanese developer that represents the type of high-volume enterprise customer whose listing mandates Samantha targets through staging and photography services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/samanthahs01
• YouTubeyoutube.com/channel/UC Rn8n6oUylZw
• Instagraminstagram.com/samantha_homestaging

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Samantha Home Staging