What MARLMARL does

MARLMARL is a Japanese direct-to-consumer baby and children's fashion gift brand, operated by Yom Co., Ltd. (株式会社Yom) and founded in 2012, with headquarters in Harajuku, Tokyo. The company's signature product is the round-shaped drool bib (よだれかけ), priced at ¥4,180-¥5,280, complemented by a full apparel and accessories catalog including tutus, aprons, rompers, blankets, playwear, headwear, roomwear, stuffed toys, and parent-oriented bags and towels. The product portfolio is organized into three purchase modes: pre-curated gift boxes under 'By MARLMARL' (e.g., Teppan Box ¥11,220-¥17,050, Sweet Dreams Box from ¥22,000, Styling Box from ¥12,320), build-your-own boxes under 'By You,' and individual items under 'Collection.'

MARLMARL monetizes through one-time product sales with value-added services that include name embroidery (¥550 per item, 10-character limit in cursive script), noshi and fukusa gift wrapping (¥110), message card printing (¥110), and single-use gift cards (¥5,000-¥20,000, 180-day validity, with unused balance donated to NPO Florence). The platform runs on an e-commerce stack integrated with LINE Login for authentication, a LINE-based Online Concierge service (Mon-Fri 10:00-17:00), a Social Gift feature enabling address-free delivery via LINE or email, and a tiered &You loyalty program with MUSUBI stages (Chocho, Tama, Ume, Tsuru). Distribution is omni-channel: 14+ directly operated retail stores spanning Sapporo to Fukuoka (including Daikanyama flagship, GINZA SIX, Marunouchi, Isetan Shinjuku, Yokohama Minatomirai, Nagoya Sakae, Kyoto Sanjo-dori, Osaka Lucua 1100, HANKYU Umeda, Kobe Hankyu, Hakata Hankyu, and Narita Airport Terminal 2), department store concessions, a dealer network, and dedicated domestic and international e-commerce sites.

The company targets two primary customer segments: gift buyers for babies and young children (parents, relatives, friends purchasing for baby showers, birth announcements, first birthdays, and school entry ceremonies) and parents of young children purchasing for their own kids. Sub-brands CADO MARLMARL (flower gifting concept), MATO by MARLMARL (department store concept), and STUDIO MARLMARL (personalized service studio) extend the brand across adjacent occasions. The company is privately held with no disclosed funding and no public revenue figures; the representative director is Fukazawa Kazuya (深澤和弥).

Name

MARLMARL

Legal name

株式会社Yom

Website

https://marlmarl.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

MARLMARL is a Japanese direct-to-consumer baby and children's fashion gift brand operating 14+ retail stores, department store concessions, and e-commerce, specializing in signature round drool bibs, curated gift boxes, and personalized gifting services for parents and gift-givers.

Ownership category

akta.pro rank

Product category

Baby and Kids Fashion & Gifts

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Gift, Novelty, and Souvenir Retailers (45942), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

akta.pro secondary industries

Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE), Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

Keywords

• Baby clothing
• Kids fashion
• Gift boxes
• Baby bibs
• Personalized gifts

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices15 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Individual Items: Direct sales of baby/children's clothing and accessories including bibs, tutus, aprons, rompers, blankets, playwear, and parent bags through retail and e-commerce channels
2. Gift Boxes (teppan box, sweet dreams box, styling box): Pre-curated gift sets combining multiple items for baby showers, birthdays, and special occasions. Prices range from ¥6,820 to ¥59,070
3. Gift Cards: Single-use gift cards (¥5,000, ¥10,000, ¥15,000, ¥20,000) with 180-day validity. Unused balance donated to NPO Florence
4. Customization Services: Name embroidery (¥550 per item), noshi wrapping (¥110), message card printing (¥110), and gift wrapping options

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

MARLMARL designs, manufactures, and sells premium Japanese baby and children's clothing and accessories, with its signature round-shaped drool bibs as the flagship product. The brand offers curated gift boxes (Teppan Box, Sweet Dreams Box, Styling Box), individual apparel items, parent bags, and personalization services including name embroidery, social gifting, and gift wrapping. It operates 14+ directly operated retail stores across Japan plus an e-commerce platform and international shipping site.

Product overview

MARLMARL is a Japanese baby and kids fashion brand operated by Yom Co., LTD, specializing in round-shaped drool bibs (よだれかけ) as its signature product. The brand offers a comprehensive product portfolio organized into three shopping modes: By MARLMARL (pre-curated gift boxes including Teppan Box and Sweet Dreams Box), By You (build-your-own gift boxes), and Collection (individual items). Product categories span baby/kids apparel (tutus, aprons, rompers, playwear, headwear, roomwear, blankets, stuffed toys) and parent items (tote bags, backpacks, pouches, towels). The company operates multiple sub-brands including CADO MARLMARL (flower-themed gifts), MATO by MARLMARL (department store concept), and STUDIO MARLMARL (experience-focused stores). Key services include name embroidery (名入れ刺しゅう), social gifting, online concierge via LINE, gift wrapping (noshi/袱紗), and gift cards. The brand maintains 15 directly-operated stores across Japan plus an online shop, and has collaborated with Disney for the Winnie the Pooh Classic Pooh Collection.

Differentiator

Problem solved

Functional benefit

Brands

• CADO MARLMARL: A flower-themed gifting concept store offering gifts with flowers for birth celebrations and special occasions.
• MATO by MARLMARL
• STUDIO MARLMARL
• &You

Products and services

• Round Bibs (スタイ) MARLMARL's signature round-shaped drool bibs available in various patterns and designs, priced from ¥4,180 to ¥4,950. Flagship product targeted at parents of babies and gift buyers.
• Tutu (チュチュ) Two-way design tutus that can be worn multiple ways as children grow, priced from ¥11,000.
• Aprons (エプロン) Meal aprons for babies and children with various designs, including Bouquet collection at ¥7,150 and Garcon at ¥6,050.
• Rompers (ロンパース) One-piece baby garments available in the MARLMARL Collection category.
• Blankets (ブランケット) Baby blankets including the BFF series and hooded blankets, priced from ¥8,800 to ¥10,450.
• Playwear (プレイウェア) Functional and stylish playwear for active babies and children, including safari jumpsuits from ¥13,200.
• Headwear (ヘッドウェア) Hats and head accessories including brim hats, knit caps, and outdoor hats from ¥6,050.
• Roomwear (ルームウェア) Comfortable loungewear for babies and children.
• Stuffed Toys (ぬいぐるみ) Collectible plush toys including multi-functional stuffed toys offered as part of gift sets.
• Teppan Box Gift Sets Pre-curated gift boxes combining a bib with another item. Combinations include bib + bloomers (¥11,220), bib + tutu (¥14,080), bib + blanket (¥12,980), and more. The most popular gift format.
• Sweet Dreams Box Premium gift boxes featuring multi-functional stuffed toys plus nightwear, priced from ¥22,000.
• Styling Box Gift boxes featuring coordinated outfits including cardigans, tutus, and shorts for styling, priced from ¥12,320.
• By MARLMARL Gift Boxes Pre-curated gift boxes by MARLMARL for ready-to-give gifts, featuring coordinated items for various occasions and price points.
• By You Build-Your-Own Gift Box Build-your-own gift box service allowing customers to combine items into a custom gift box.
• School Goods (入園・入学グッズ) Semi-custom-made entrance ceremony goods for kindergarten and school admission, targeted at parents of entering school children.
• Parents Bags and Towels Tote bags, backpacks, mini bags, pouches, and towels designed for parents, including the waterproof DOLLY TOTE BAG (¥27,500) and ZIPLINE PHONE BAG (¥9,900).
• Birth Flower Bib (誕生花スタイ) Online-exclusive bibs featuring birth month flowers. Current July design features sunflower.
• Name Embroidery Service (名入れ刺しゅう) Personalized name embroidery service (¥550) creating unique gifts with the recipient's name in cursive script. 10-character limit.
• Social Gift Service Gift service allowing users to send gifts without knowing the recipient's address. Recipients input delivery information via a shared URL. Supports LINE and email sharing.
• Online Concierge Service LINE-based chat consultation service for gift selection, coordination advice, product inquiries, and stock availability. Available Mon-Fri (excluding holidays) 10:00-17:00.
• Gift Wrapping Service Gift wrapping services including noshi (熨斗) style with message cards (¥110) and fukusa (袱紗) style wrapping for gifts.
• MARLMARL Gift Card Single-use gift cards with animal designs (squirrel ¥5,000, rabbit ¥10,000, deer ¥15,000, bear ¥20,000). Valid for 180 days. Remaining balance donated to NPO Florence if unused.
• Classic Pooh Collection Licensed Disney Winnie the Pooh collection celebrating 100 years since A.A. Milne's original publication, including bibs, hooded towels, and gift boxes with Pooh character designs. Sold exclusively at MARLMARL stores and online.

Quantifiable outcome

• Free shipping on purchases over ¥12,000
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

One partnership is on record.

• Disney (Winnie the Pooh)coreStrategic or Co-development Partner · 11 June 2026MARLMARL holds licensing rights for Disney's Winnie the Pooh characters, creating limited edition 'Classic Pooh Collection' products. The 2026 collection celebrates 100 years since A.A. Milne's original publication, featuring bibs, hooded towels, and gift boxes with Pooh character designs. Products are sold exclusively at MARLMARL stores and online.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bonpoint: French luxury children's fashion house offering premium apparel, accessories, and gifting for babies and young children at price points comparable to MARLMARL. Direct competitor in the premium baby-gift category with strong brand-equity positioning.
• Petit Bateau: Heritage French children's apparel brand offering premium everyday baby and kids' clothing. Comparable to MARLMARL on children's apparel assortment, brand heritage, and department-store retail presence.
• Jacadi Paris: Premium French children's apparel and accessories brand with a strong gift-giving positioning. Overlaps with MARLMARL on baby/children's clothing, curated gift sets, and department-store distribution channels.
• Aden + Anais: Premium baby textiles and muslin products company with a strong baby-gift positioning, including swaddles, blankets, and gift sets. Comparable to MARLMARL on premium gifting for newborns and use of coordinated collections.
• Gelato Pique Kids: Japanese premium loungewear and lifestyle brand with a dedicated kids' line. Directly comparable to MARLMARL on premium Japanese kids' apparel, design-forward positioning, and domestic gifting occasion commerce.
• Tutu du Monde: Australian luxury children's wear brand with a dress-up/tutu aesthetic at premium price points. Closely comparable to MARLMARL's tutu category and gift-set positioning.
• Afternoon Tea: Japanese premium gifting and lifestyle retailer with curated gift sets, tableware, and seasonal merchandise. Comparable to MARLMARL on the gifting-occasion commerce model, AOV, and Japanese department-store distribution.

Emerging players

• Hoppetta (mushroom brand): Japanese premium baby products brand (famous for its mushroom-design burp cloths) operating in the same premium baby-goods niche. Comparable on Japanese design-led premium baby goods, though with narrower assortment than MARLMARL.

Broad incumbents

• Mothercare: Global broad-line baby and maternity retailer with a multi-category assortment. Comparable as a benchmark for the baby/children's retail category, though broader and less premium-positioned than MARLMARL.
• Fendi Kids: Luxury fashion house's kids' line offering high-end children's apparel and gifting. Comparable on premium positioning and IP-driven collection drops, though broader and parented by a global luxury conglomerate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/marlmarl_tokyo
• Instagraminstagram.com/marlmarl_tokyo
• Facebookfacebook.com/marlmarl.tokyo

Compliance2 records

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 MARLMARL