NATURUM

What NATURUM does

NATURUM Co., Ltd. (株式会社プライベート) is a privately held Japanese e-commerce retailer founded in 2000 and headquartered in Osaka, operating as a direct-to-consumer platform specializing in outdoor recreation and fishing equipment. The platform offers over 200,000 products across four primary categories — fishing gear (rods, reels, lines, lures, accessories), camping equipment (tents, furniture, stoves, lanterns, sleeping bags), outdoor apparel, and outdoor disaster preparedness items — sourced from over 500 authorized brand relationships including Shimano, Daiwa, Snow Peak, Coleman, The North Face, and Patagonia. The company runs the Naturlog blog community, described as Japan's largest outdoor blog platform, integrated with the storefront via a buddy/affiliate system.

The underlying technology consists of a proprietary e-commerce platform with integrated point-rewards system, inventory management, and logistics operations, supported by an owned distribution center relocated from Osaka to Shizuoka prefecture in May 2026. NATURUM earns revenue primarily through direct product markup on retail sales, supplemented by a loyalty point program (minimum 3% return redeemable at 1-point-per-yen), with secondary presence on Rakuten and PayPay Mall marketplaces. Customer segments are horizontally distributed across fishing enthusiasts, camping/outdoor enthusiasts, and outdoor apparel buyers, with no enterprise or B2B exposure. Strategic positioning emphasizes exclusive brand collaborations (e.g., NANGA, SOTO), seasonal promotional events such as the annual Naturum Festival with discounts up to 90%, and a multi-channel marketing stack spanning email newsletters, SNS (X, Facebook, Instagram, YouTube), and mobile app.

Name

NATURUM

Legal name

株式会社プライバシ

Website

https://naturum.co.jp

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

NATURUM is a privately held Japanese e-commerce retailer founded in 2000, operating Japan's claimed largest outdoor and fishing gear platform with 200,000+ products across fishing, camping, apparel, and disaster preparedness categories, serving individual consumers via direct website and Rakuten/PayPay Mall channels.

Ownership category

akta.pro rank

Product category

Outdoor Recreation E-commerce

akta.pro primary industry

Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ)

akta.pro secondary industries

Tents, Shelters & Sleep Systems Retail (CRAMAMAH), Camping Furniture & Camp Kitchen Retail (CRAMAMAC), Outdoor Recreation Equipment Distribution (Camping, Hiking, Climbing) (CRAOAJAB)

Keywords

• Outdoor gear ecommerce
• Fishing equipment retail
• Camping supplies
• Outdoor apparel
• Fishing tackle

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of outdoor and fishing equipment through the company's online platform, generating revenue from the markup between wholesale acquisition and retail pricing to consumers.
2. Customer Loyalty Program: Point-based loyalty system where customers earn points on purchases (minimum 3% return) that can be redeemed on future purchases, driving repeat customer engagement and retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

NATURUM is a Japanese direct-to-consumer e-commerce retailer specializing in fishing equipment, camping gear, outdoor apparel, and outdoor disaster preparedness products. The platform offers over 200,000 products from more than 500 authorized brands including Shimano, Daiwa, Snow Peak, Coleman, THE NORTH FACE, and Patagonia, serving individual outdoor recreation enthusiasts across Japan through its own website, mobile apps, and third-party marketplace storefronts.

Product overview

NATURUM operates a comprehensive e-commerce platform specializing in outdoor recreation and fishing gear, offering over 200,000 products across four main categories: fishing equipment (rods, reels, lines, lures), camping gear (tents, furniture, cooking equipment, lanterns, sleeping bags), outdoor apparel (jackets, pants, footwear), and outdoor disaster preparedness items. The platform includes the main online store with integrated member services featuring a point system (3%+ accumulation), free shipping thresholds, and exclusive member benefits. Supporting the e-commerce operation is cannablog (Naturtum's Japan-largest outdoor blog community) that connects to the store through the buddy/affiliate system. The company also operates multiple marketplace storefronts including Rakuten, Yahoo! Shopping, and PayPay Mall, offering the same product range across additional sales channels. Recent major promotional events include the summer Naturum Festival (Summer Mega Sale) featuring discounts up to 90% off. The business model centers on acting as an authorized retailer for major outdoor and fishing brands including Shimano, Daiwa, Snow Peak, Coleman, THE NORTH FACE, and Patagonia, aggregating inventory from multiple manufacturers into a unified shopping experience.

Differentiator

Problem solved

Functional benefit

Brands

• Re.tent: 廃材テントのアップサイクルブランド (Upcycling brand for waste material tents)

Products and services

• Fishing Gear (釣り用品) Comprehensive selection of fishing equipment including rods, reels, fishing lines, lures, and fishing accessories across bass, sea bass, trout, squid, and offshore fishing styles. Sourced from authorized brands such as Shimano, Daiwa, Gamakatsu, Abu Garcia, Megabass, and YAMAGA Blanks.
• Camping Gear (キャンプ用品) Outdoor camping equipment including tents, tarps, tables, chairs, stoves, lanterns, sleeping bags, coolers, BBQ grills, and camping cookware for solo, couple, and family camping. Brands include Snow Peak, Coleman, LOGOS, SOTO, DOD, and UNIFLAME.
• Outdoor Apparel (アパレル) Outdoor and fishing apparel for men, women, and children including jackets, pants, shirts, footwear, bags, hats, gloves, and accessories from brands such as THE NORTH FACE, Patagonia, Columbia, Helly Hansen, MAMMUT, and GREGORY.
• Outdoor Disaster Preparedness (アウトドア防災) Emergency and disaster preparedness products for outdoor activities, including life jackets, floating vests, safety equipment, and emergency supplies.
• Member Services (会員サービス) Free membership program offering point accumulation (minimum 3% return on all purchases), free shipping on orders over ¥6,500 (tax-inclusive), priority access to sales events such as the Naturum Festival, restock notifications, and exclusive member coupons.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• docomo (d払い)coreGTM or Marketing PartnerNATURUM accepts d払い (docomo mobile payment) as a payment method, offering customers dポイント (d points) earn and redemption options. Regular promotional campaigns such as 'd曜日' offer 4% point rebates on Fridays and Saturdays.
• Mitsui Sumitomo Visa Card (三井住友VISAカード)coreGTM or Marketing PartnerCo-branded credit card offering exclusive benefits for NATURUM customers. Cardholders receive promotional offers and exclusive shopping benefits.
• Major Outdoor and Fishing BrandscoreChannel Partner/ Reseller/ DistributorAuthorized retailer for over 500 brands including Shimano, Daiwa, Snow Peak, Coleman, The North Face, Patagonia, and many others. Offers exclusive limited-edition collaborations with brands like NANGA and SOTO.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Workman: Workman is a Japanese specialty retailer of workwear, outdoor, and athletic apparel with a powerful DTC and store-channel model. It competes with NATURUM in outdoor apparel and footwear, and is comparable as a lean, multi-channel Japanese specialty retailer with strong repeat-customer economics.
• Decathlon Japan: Decathlon's Japan operation is a direct competitor in outdoor, camping, and fishing-adjacent categories, with private-label products at competitive price points. Comparable as a multi-category outdoor e-commerce and retail operator targeting similar Japanese end consumers, but with global scale and owned-brand advantages NATURUM lacks.
• Tackleberry: Tackleberry is a Japanese fishing tackle specialty chain and e-commerce operator focusing on used and new fishing gear. It is a direct peer in the Japanese fishing equipment retail segment, though its used-fishing-gear focus and smaller scale differentiate it from NATURUM's broader catalog.
• L-Breath: L-Breath is Japan's largest outdoor specialty retail chain, operating both physical stores and a robust e-commerce platform. It is the most directly comparable Japanese outdoor e-commerce specialist to NATURUM, with overlapping category breadth in camping, hiking, and outdoor apparel.
• Moose Outdoor: Moose is a Japanese outdoor specialty retailer (online and physical) selling camping, hiking, and outdoor apparel from comparable brand partners. It is a direct peer in the Japanese outdoor e-commerce specialist segment, competing for the same shopper with a similar category mix.

Broad incumbents

• Yahoo Shopping (LY Corporation): Yahoo Shopping (PayPay Mall) is a major Japanese e-commerce marketplace and is simultaneously a NATURUM sales channel and direct competitor. Comparable as a Japanese e-commerce incumbent with strong points-based loyalty (PayPay Points) competing for the same fishing and outdoor consumer wallet share.
• Alpen Group: Alpen operates Sports Depo and Alpen sports/outdoor retail chains across Japan, with a significant e-commerce operation. It is comparable as a large incumbent Japanese sporting goods and outdoor retailer with overlapping brand portfolio and a multi-channel strategy, but with a broader mass-market positioning than NATURUM's specialist focus.
• Rakuten Ichiba: Rakuten Ichiba is Japan's largest homegrown marketplace and is simultaneously a NATURUM sales channel and a major competitor. Comparable as a marketplace destination for the same fishing and outdoor brands and consumer segments, with Rakuten Points loyalty directly competing with NATURUM's own point system.
• Amazon Japan: Amazon.co.jp is the dominant general e-commerce incumbent in Japan, hosting many of the same fishing and outdoor brands as NATURUM. It is comparable as a multi-channel e-commerce platform competing for the same Japanese fishing and outdoor shopper, with vastly greater scale, logistics infrastructure, and Prime-driven loyalty.
• Xebio (Sports Depo): Xebio operates the Sports Depo chain across Japan, with a strong e-commerce presence in sporting goods and outdoor categories. Comparable as a Japanese sporting goods multi-channel retailer with overlapping brand relationships and target customers, but with a broader sporting goods portfolio rather than NATURUM's outdoor/fishing specialist focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/naturum_co_jp
• YouTubeyoutube.com/channel/UC2G52dy_4Ql3EO4WdRfD7CA
• Facebookfacebook.com/Naturum.fishing.outdoor.sports
• Instagraminstagram.com/naturum_outdoor_fishing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 NATURUM