BELIEF
BELIEF is a Tokyo-based Japanese company that licenses and manages international and domestic brands (New Balance, CECIL McBEE, and others) and operates 8 New Balance outlet factory stores plus flagship retail locations, while expanding into global smartphone accessories through its San Diego subsidiary Global Telecom Accessories Inc.
- Company typePrivate
- Founded2000
- HeadquartersTokyo, Japan
- Headcount101–250
- GTM typeB2B
- OfferingServices
What BELIEF does
BELIEF Co., Ltd. (株式会社ビリーフ) is a Tokyo-headquartered Japanese company specializing in two interlocking businesses: brand and character licensing and retail outsourcing. Founded as Sunworld Co., Ltd. in 1976 and reorganized under MBO in 2002 to become BELIEF, the company has built a 20+ year track record acquiring master and category licenses for international and domestic brands including New Balance, CECIL McBEE, PEPSI, FDNY, NYPD, James Dean, moussy, rienda, SLY, RODEO CROWN, nano universe, AVIREX, KUMATAN, PEARLY GATES, MASTER BUNNY EDITION, and Jack Bunny!!, as well as proprietary brands such as ALBATROSS, Emom, Unpassage, and mimo. The licensing business generates revenue through royalties, brand co-development, and IP commercialization rights.
On the retail side, BELIEF operates 8 New Balance Factory Stores across Japanese premium outlets (Sano, Osaka Domate, Rinku, Shiga Ryuo, Hokuriku Oyabe, Sapporo Kita Hiroshima, Kobe Sanda) and a New Balance flagship at Hankyu Umeda, alongside CECIL McBEE and goodnight5tore pop-up stores. Retail revenue is generated through sales commissions and operational fees for running branded factory stores. The company has formal joint ventures including NFC (with Itochu Shoji for NB apparel) and RC JAPAN (for RIPCURL). Since 2023, BELIEF has expanded internationally through wholly-owned San Diego-based subsidiary Global Telecom Accessories Inc., which develops and sells hybrid, shockproof, and flip smartphone cases globally. The company employs 240 people including part-timers across Tokyo HQ, Osaka branch, and San Diego, and is led by Representative Director Teramura Tomitaro.
BELIEF firmographics
Firmographics- Name
- BELIEF
- Legal name
- 株式会社ビリーフ (BELIEF CO.,LTD.)
- Website
- https://belief-inc.jp
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- BELIEF is a Tokyo-based Japanese company that licenses and manages international and domestic brands (New Balance, CECIL McBEE, and others) and operates 8 New Balance outlet factory stores plus flagship retail locations, while expanding into global smartphone accessories through its San Diego subsidiary Global Telecom Accessories Inc.
- Ownership category
- akta.pro rank
BELIEF industry classification
Industry- Product category
- Brand Licensing & Retail Services
- NAICS
- General Merchandise Retailers (455)
- SIC
- Patent Owners & Lessors (6794)
- akta.pro primary industry
- Merchandising, Character & Brand Licensing (MPADALAF)
- akta.pro secondary industry
- Luxury Licensing & Brand Management (CRAKAFAL)
Keywords
Where BELIEF is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices3 records
Markets served
BELIEF business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- License Business: Brand and character licensing operations - managing licenses for domestic and international brands including New Balance, CECIL McBEE, and various other fashion brands. Generates revenue through licensing fees and royalties.
- Retail Outsourcing: Operating retail stores on behalf of brands, primarily New Balance Factory Stores. Revenue generated through sales commission and operational fees.
- Global Sales - Smartphone Accessories: Development and sale of smartphone cases and accessories internationally through their USA subsidiary.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
BELIEF product offering
Product offeringCore offering
BELIEF operates a brand licensing and retail outsourcing business. It manages master license agreements for domestic and international brands (New Balance, CECIL McBEE, PEPSI, FDNY, moussy, SLY, AVIREX, nano universe and others) and provides sales-agency services running New Balance Factory Stores at Japanese outlet malls and department store locations. It also develops and sells proprietary smartphone cases globally through its US subsidiary, Global Telecom Accessories Inc.
Product overview
BELIEF operates a diversified business portfolio consisting of four main pillars: (1) LICENSE BUSINESS - managing brand and character licensing with over 20 years of experience handling properties like James Dean, PEPSI, New Balance, FDNY, and CECIL McBEE; (2) RETAIL OUTSOURCING - operating 8 New Balance stores (1 official store at Hankyu Umeda and 7 factory stores at outlet malls) plus CECIL McBEE and goodnight5tore popup operations; (3) CECIL McBEE branded fashion - a lifestyle fashion brand covering women's apparel, accessories, kids products, and various licensed merchandise; and (4) GLOBAL SALES smartphone accessories - manufacturing and selling HYBRID CASE, SHOCKPROOF CASE, and FLIP CASE products through its US subsidiary Global Telecom Accessories Inc.
Differentiator
Problem solved
Functional benefit
Brands
- CECIL McBEE: トレンドをおさえつつセシルらしいセンシュアルなスタイリングからデイリーなスタイリングまで、どんなシーンでも楽しめるアイテムを取り揃えたブランド
- Global Telecom Accessories
Products and services
- License Business Brand and character licensing service that manages and maximizes the value of intellectual property rights for domestic and international brands and characters. BELIEF handles master license and category master license agreements on behalf of brand owners and supports brand development through its licensing expertise built over more than 20 years.
- Retail Outsourcing Sales agency service that operates New Balance official stores and Factory Stores at outlet mall and department store locations on behalf of the brand, leveraging 20+ years of accumulated store operations expertise and trained retail personnel.
- CECIL McBEE Brand Operations Licensed fashion brand offering women's apparel, accessories, and lifestyle products combining trend-conscious styling with Cecil's signature sensual aesthetic for both casual and dressy occasions, including pop-up store operations.
- HYBRID CASE Smartphone Case High-quality hybrid phone case combining soft TPU on the sides with hard polycarbonate on the back, featuring inmold manufacturing where printing is embedded inside the case to prevent scratches. Sold globally through the San Diego-based subsidiary.
- SHOCKPROOF CASE Smartphone Case Slim smartphone case designed to MIL standards that combines design aesthetics with durability, protects the camera and display, and features side grips for stable operation.
- FLIP CASE Smartphone Case Wallet-style phone case with soft, durable fabric featuring embossed logo design, TPU interior for shock absorption, card compartments, and a built-in stand function.
- goodnight5tore Brand Operations Streetwear brand with a fantastical art-inspired aesthetic that BELIEF operates, with a focus on global expansion primarily across Asian markets.
Companies that use BELIEF
Customer profileSegments3 records
Ideal customer profiles2 records
BELIEF technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
BELIEF partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered minor, core and major.
- 株式会社上野商会 (Ueno Shokai)minorCategory master license agreement for AVIREX brand.
- 株式会社ジャパンイマジネーション (Japan Imagination)coreCategory master license agreement for CECIL McBEE brand, later upgraded to master license in 2019. BELIEF manages the CECIL McBEE brand licensing business.
- 株式会社ナノ・ユニバース (nano universe)majorCategory master license agreement for nano universe brand.
- 株式会社レッセパッセ (Lesse Passee)minorCategory master license agreement for LAISSE PASSE brand.
- 株式会社TSIグルーヴアンドスポーツ (TSI Groove & Sports)minorLicense agreements for PEARLY GATES, MASTER BUNNY EDITION, Jack Bunny!! brands.
- 惠山株式会社 (Esan)minorCategory master license agreements for ROYAL PARTY, MIIA, SPYRAL GIRL, muse muse brands.
- 株式会社バロックジャパンリミテッド (Baroque Japan)majorMultiple category master license agreements including moussy, rienda, RODEO CROWN, SLY, and rienda suelta GOLF WEAR brands.
- RIPCURL JapanminorJoint venture to establish Japanese subsidiary for Australian surf brand RIPCURL.
- 株式会社(三井)')coreOperates retail stores at Mitsui Outlet Parks including Sapporo北広島, Osaka門真, 滋賀竜王, 北陸小矢部, and 佐野 locations.
- City of New York (FDNY, NYPD)minorMaster license agreements for New York City brands including FDNY and NYPD.
- FDNY Fire Education FundminorMaster license agreement for FDNY (Fire Department of New York City) brand.
- 株式会社伊藤忠商事 (Itochu Shoji)majorJoint venture partner in establishing NFC (New Balance Apparel sales company) for New Balance related operations.
- 株式会社ストックマン (Stockman)minorMaster license agreement for BALL brand watches.
- 株式会社ニューバランスジャパン (New Balance Japan)coreLong-standing partnership since 1995 for apparel and accessory manufacturing and sales rights. BELIEF operates multiple New Balance Factory Stores and the Hankyu Umeda store under this license.
- PEPSICO (Pepsi)minorMaster license agreement for PEPSI brand in Japan, one of BELIEF's early major licensing partnerships.
- 株式会社エドウイン (EDWIN)minorLicense agreement for EDWIN brand jeans in Japan.
- Curtis Management (James Dean)minorEarly license agreement for James Dean brand rights, marking the beginning of BELIEF's brand licensing business.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
BELIEF competitors and assessment
Company assessmentDirect peers
- Casetify: Global designer phone case brand with licensing partnerships. Direct comparable in premium smartphone case design, manufacturing, and global e-commerce distribution through US-based operations.
- OtterBox: Premium smartphone case maker with global distribution. Most direct comparable to BELIEF's Global Telecom Accessories subsidiary in product category, target customer, and distribution model.
- San-X: Japanese character licensing company (Rilakkuma, Sumikko Gurashi). Closest Japanese direct peer for character/brand licensing IP management, albeit with owned IP focus.
- ABC-Mart: Japan's largest footwear-focused retailer. Comparable on athletic footwear retail operations in Japan and outlet/distribution strategy; competes for outlet traffic against BELIEF's New Balance Factory Stores.
Broad incumbents
- Sanrio: Japanese character licensing and retail company (Hello Kitty, etc.). Compares on brand/character licensing IP monetization and Japanese retail footprint, but operates an owned character portfolio versus BELIEF's third-party brand licensing model.
- Authentic Brands Group: Global leader in brand licensing (Reebok, Forever 21, Brooks Brothers, etc.). Most comparable publicly-scaled player to BELIEF's core license business, though at much larger scale and broader category spread.
- TSI Holdings: Japanese apparel conglomerate holding brand licenses BELIEF manages (PEARLY GATES, MASTER BUNNY EDITION, Jack Bunny!!). Comparable on Japan-based fashion licensing and brand portfolio management.
- Baroque Japan Limited: Japanese apparel company owning moussy, SLY, RODEO CROWN, rienda. Counterparty in multiple master licenses with BELIEF; comparable in managing fashion brand portfolios in Japan.
- Fast Retailing: Japanese apparel retail giant (UNIQLO, GU). Comparable as a Japan-headquartered, multi-brand apparel retail operator, though at vastly greater scale.
Regional players
- Character & Brand Licensing Association of Japan (CBLA) members (e.g., Cross inc.): Cross Inc. and similar Japanese brand representatives/license specialists. Closest peer in Japan on pure third-party brand licensing representation model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BELIEF social profiles
Digital presenceBELIEF financial estimates
Financial estimateRevenue estimate
Valuation estimate
BELIEF leadership team
Management profileNumber of profiles
Profiles1 record
BELIEF subsidiaries and ownership
Company hierarchySubsidiaries1 record
BELIEF funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BELIEF M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BELIEF
What does BELIEF do?
BELIEF operates a brand licensing and retail outsourcing business. It manages master license agreements for domestic and international brands (New Balance, CECIL McBEE, PEPSI, FDNY, moussy, SLY, AVIREX, nano universe and others) and provides sales-agency services running New Balance Factory Stores at Japanese outlet malls and department store locations. It also develops and sells proprietary smartphone cases globally through its US subsidiary, Global Telecom Accessories Inc.
Is BELIEF a public or private company?
BELIEF is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BELIEF founded?
BELIEF was founded in 2000. It employs 101 to 250 people.
Where is BELIEF based?
BELIEF is headquartered in Tokyo, Japan, in the Asia region.
How does BELIEF make money?
Three revenue lines are on record. License Business are the primary driver. The others are retail Outsourcing and global Sales - Smartphone Accessories.
Who are BELIEF's main competitors?
Direct peers on record are Casetify, OtterBox, San-X and ABC-Mart. Broad incumbents are Sanrio, Authentic Brands Group, TSI Holdings, Baroque Japan Limited and Fast Retailing. Character & Brand Licensing Association of Japan (CBLA) members (e.g., Cross inc.) is listed as a regional player.
Does BELIEF have an API?
No public API is recorded for BELIEF.
What industry is BELIEF in?
BELIEF's product category is Brand Licensing & Retail Services. Its primary akta.pro industry code is MPADALAF, Merchandising, Character & Brand Licensing, with a secondary code of CRAKAFAL, Luxury Licensing & Brand Management. Its NAICS code is 455 and its SIC code is 6794.