Fujikyu

What Fujikyu does

Fujikyu Corporation (藤久株式会社) is a Nagoya-headquartered specialty retailer founded in 1961 that operates Japan's largest craft-supplies chain under the Craft Heart Tokai (クラフトハートトーカイ) brand. As of June 2025, the company runs 214 stores nationwide, primarily located in shopping malls and suburban retail parks, offering fabrics, sewing supplies, yarn, knitting materials, apparel, accessories, and daily goods across a catalog of 40,000+ SKUs, of which approximately 60% are proprietary products developed in-house. Since October 2021, Fujikyu has been a wholly-owned subsidiary of Japan Craft Holdings Co., Ltd. (ジャパンクラフトホールディングス株式会社), the parent that holds 100% of its shares.

The business operates a multi-channel model that combines physical retail with marketplace e-commerce, B2B wholesale, and a real estate rental line. Online stores under the Shugale (シュゲール) brand list 40,000+ craft materials and tools on Rakuten and Yahoo! Shopping, while the Just Partner (ジャストパートナー) brand provides mail-order apparel and general merchandise targeted at Japan's aging population. A dedicated B2B platform (Tokai Dot Com / crafthearttokai.com) distributes craft supplies to other businesses, and the Asuchia/Asshia (アスシア) brand sells ergonomic pillows through its own DTC site. The company also runs a handmade information media property (crafthearttokai.jp) and hosts in-store workshops and community events as part of its go-to-market approach.

Although the firmographics scrape lists a ticker (tyo:9966), the more specific corporate-profile source states Fujikyu is privately held under its holding company with no exchange listing, consistent with the October 2021 share transfer. Fujikyu services a fragmented base of hobbyist consumers, seniors, and SMB resellers in Japan; no revenue, funding, or app-distribution data is publicly disclosed, and the company's core technology stack is not described. With 1,001–5,000 employees and a registered capital of 100 million yen, the firm is a mid-sized Japanese specialty retailer facing secular pressures on traditional handicraft demand, which it is partially offsetting through channel diversification, private-label product development, and the senior-focused Just Partner segment.

Name

Fujikyu

Legal name

藤久株式会社 (FUJIKYU CORPORATION)

Website

https://fujikyu-corp.co.jp

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fujikyu Corporation (藤久株式会社) is a Nagoya-based Japanese specialty retailer founded in 1961 that operates 214 Craft Heart Tokai craft-supplies stores and marketplace e-commerce brands serving hobbyist consumers, seniors, and SMB resellers across Japan under Japan Craft Holdings.

Ownership category

akta.pro rank

Product category

Specialty Craft Retail

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro industry

PRIMARYCRALADAC

Yarn, Knitting & Crochet Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

Keywords

• Craft supplies retail
• Handmade hobby goods
• Sewing and knitting
• Fabrics and yarn
• Specialty retail chain

Headquarters

HQ city

Nagoya

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Retail Sales: Revenue from 214 craft specialty retail stores (Craft Heart Tokai) selling yarn, craft supplies, fabrics, sewing items, knitting yarn, clothing and accessories, and daily goods nationwide in Japan.
2. E-commerce Sales: Online sales through multiple platforms - Shugearu on Rakuten and Yahoo! Shopping offering 40,000+ craft materials and tools. Just Partner serving aging society with comprehensive mail-order products.
3. B2B Wholesale: Wholesale distribution of craft supplies to other businesses through Tokaidotcom B2B platform.
4. Real Estate Rental: Real estate rental business.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

Fujikyu Corporation operates the Craft Heart Tokai specialty retail chain of 214 craft-supply stores across Japan, selling fabrics, sewing supplies, knitting yarn, apparel, accessories, and daily goods — with approximately 60% of its 40,000+ SKUs being proprietary original products developed in-house. The company complements its physical retail network with online stores (Shuge-ru on Rakuten and Yahoo! Shopping, Just Partner mail-order for seniors), the Asshia pillow brand, a B2B wholesale platform (Tokai Dot Com), and a handmade information media site.

Product overview

Fujikyu operates a multi-channel retail portfolio centered around craft and hobby supplies. The core offering is the Craft Heart Tokai chain of 214 physical stores (as of June 2025), complemented by online stores Shuge-ru (40,000+ craft items on Rakuten/Yahoo) and Just Partner (mail-order targeting seniors). Supporting brands include Asshia pillows and a B2B wholesale platform. The company also maintains a handmade information media site. Approximately 60% of the 40,000+ product SKUs are proprietary original products. Business operations span retail stores, e-commerce marketplaces, and B2B channels.

Differentiator

Problem solved

Functional benefit

Brands

• Craft Heart Tokai (クラフトハートトーカイ): 主力の手芸専門販売チェーン。生地・手芸用品・ソーイング用品・編み物用毛糸・衣料品及び服飾품을販売。
• Shugale (シュゲール)
• Just Partner (ジャストパートナー)
• Asuchia (アスシア)
• Craft Heart Tokai (クラフトハートトーカイ)

Products and services

• Craft Heart Tokai (クラフトハートトーカイ)

Segments3 records

Ideal customer profiles3 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 minor.

• RakutenminorChannel Partner/ Reseller/ DistributorE-commerce marketplace partnership for Shugearu (craft supplies) and Just Partner (general goods) online stores on Rakuten platform.
• Yahoo! JapanminorChannel Partner/ Reseller/ DistributorE-commerce marketplace partnership for Shugearu and Just Partner stores on Yahoo! Shopping platform.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Yuzawaya: Yuzawaya is Japan's other major craft specialty retail chain with a nationwide footprint of physical stores selling yarn, fabrics, sewing supplies, and craft materials. It is the most direct competitor to Fujikyu's Craft Heart Tokai brand, with highly overlapping product categories and target customer base.
• Tokyu Hands (Hands Inc.): Hands Inc. (formerly Tokyu Hands) operates a Japanese chain of large-format variety stores offering craft supplies, hobby goods, DIY items, and lifestyle products. It directly competes with Craft Heart Tokai in craft and hobby segments, though with a broader lifestyle product assortment.

Emerging players

• DAISO (Daiso Industries): DAISO is Japan's largest 100-yen variety store chain with significant craft and hobby assortments. Comparable to Fujikyu in selling craft supplies to consumers, though at the discount variety price point rather than as a specialty craft destination.
• Seria: Seria is a leading Japanese 100-yen variety store chain that competes with craft retailers for hobby and DIY customers. Comparable to Fujikyu for shopper overlap in low-cost craft and hobby segments, though focused on small-format discount variety rather than specialty craft.
• LOFT (Seven & i Holdings): LOFT is a Japanese lifestyle variety store chain under Seven & i Holdings selling stationery, craft items, and lifestyle goods. Comparable to Fujikyu in carrying craft and hobby products to female consumers, with a similar mall-based retail model.

Broad incumbents

• Komeri: Komeri is a major Japanese home center and DIY retail chain that carries craft, hobby, and crafting supplies. Comparable to Fujikyu as a physical retail destination for hobby and craft consumers, though with a broader DIY and home improvement focus.
• Michaels: Michaels is the largest specialty craft retailer in North America with over 1,200 stores. It is comparable to Fujikyu in core craft category mix, multi-channel strategy, and customer base, though at substantially larger scale and operating in a different geography.
• Cainz: Cainz is a major Japanese home center chain offering craft, hobby, and lifestyle products. It competes with Fujikyu for craft and DIY customers, though as part of a broader home improvement assortment rather than as a specialty craft retailer.
• Hobby Lobby: Hobby Lobby is the largest privately held US craft and hobby retail chain with over 900 stores. It is comparable to Fujikyu as a craft specialty retailer with proprietary products and a similar physical retail model, though operating in the US market at much larger scale.

Others

• MUJI (Ryohin Keikaku): MUJI is a Japanese lifestyle retail brand known for minimal and craft-oriented everyday goods. While not a direct craft retailer, it is comparable to Fujikyu in operating proprietary product-driven specialty retail in Japan with strong brand recognition and a curated assortment approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Fujikyu