Home Staging Japan

What Home Staging Japan does

Home Staging Japan, founded in 2013 and headquartered in Tokyo's Shinagawa district, is a real estate services and home staging platform that prepares residential properties for sale or lease through professional interior merchandising, furnishings, and visual presentation. The company operates roughly three service lines: core home staging under the Home Staging Japan brand, Matterport 360° 3D-VR photography for property visualization, and exclusive Japanese distribution of LaForma (Barcelona) and DAN-FORM (Denmark) furniture brands, including a permanent LaForma retail store at Shonan T-SITE opened in 2026. Commercial customers include institutional real estate intermediaries such as Nomura Real Estate Solutions, hospitality properties such as Shinagawa Prince Hotel, and a long tail of individual property sellers, with consumer-facing engagement via pop-up stores and the LaForma showroom.

The company's business model is a hybrid of project-based services and product distribution. Staging services generate per-project fees for design, furniture rental, and installation across more than 1,500 projects per year, while Matterport 3D-VR capture is billed as a separate photographic service across more than 2,000 shoots annually. The imported furniture business contributes a wholesale-to-retail margin on LaForma and DAN-FORM products, increasingly distributed through permanent retail (LaForma showroom since 2018, Shonan T-SITE store from 2026). A fourth pillar, the HOME STAGING SCHOOL launched in November 2017, monetizes the company's accumulated expertise through training and supports internal talent development. The firm reports over 10,000 cumulative projects executed by a team of approximately 43 employees, with registered capital of 15 million JPY (~$100K USD) indicating a privately financed, services-led operating model rather than a capital-intensive technology platform.

Name

Home Staging Japan

Legal name

株式会社ホームステージング・ジャパン

Website

https://homestaging.co.jp

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Home Staging Japan is a Tokyo-based real estate services company, founded in 2013, that provides professional home staging, Matterport 3D-VR photography, and exclusive Japanese distribution of LaForma and DAN-FORM furniture to property sellers, brokers, and developers.

Ownership category

akta.pro rank

Product category

Real Estate Staging Services

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro industry

PRIMARYHSAFAFAJ

Home Staging & Pre-Listing Organization

Home & Personal Services/Home Organization & Decluttering/Moving, Downsizing & Estate Organization

SECONDARYCRAIAOAG

Corporate, Event & Staging Furniture Rental (Short-Term)

Consumer Products & Retail/Home & Furniture Retail/Rental, Lease-to-Own & Subscription Home Furnishings Retail

Keywords

• Home staging services
• Real estate marketing
• Property photography
• 3D virtual tours
• Imported furniture sales

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Home Staging Services: Core business providing customized interior staging and coordination services for properties listed for sale. Includes on-site investigation, bespoke planning, professional home staging, photography, and optional furniture purchase. Clients include property sellers, real estate agencies, and developers.
2. Photography Services: Property photography services including still photography, 360-degree 3D VR (Matterport), panorama photography, and video production. Matterport service starts at 35,000 JPY per property. Photography is included as standard with home staging projects and also offered as standalone service.
3. Imported Furniture Sales (LaForma, DAN-FORM): Sale of imported European furniture and interior products through LaForma (Barcelona) and DAN-FORM (Denmark) brands. Revenue from online store sales, POP-UP STORES, a permanent store at Shonan T-SITE, and B2B sales to other businesses. Products include furniture, décor, art, rugs, and accessories.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Home Staging Japan provides bespoke home staging coordination services for properties listed for sale, integrating on-site inspection, custom planning, professional interior staging, and property photography. The company supplements its staging business with Matterport 360-degree 3D VR virtual tour photography and is the exclusive Japanese distributor of two European furniture brands, LaForma (Barcelona) and DAN-FORM (Denmark), sold via e-commerce, pop-up stores, and a permanent retail location.

Product overview

Home Staging Japan operates three integrated business divisions under one umbrella: Home Staging Services (core business), Photography Services, and European Furniture Sales. The core home staging service provides on-site property inspection, custom staging plans, professional coordination, and photography for real estate sales. Photography Services offer Matterport 3D-VR tours using proprietary technology, still photography, and specialized techniques like panorama and ambience photography. European Furniture Sales encompass two imported Scandinavian/Spanish brands—LaForma (Barcelona) and DAN-FORM (Denmark)—sold through e-commerce, POP-UP stores, and a new permanent retail location. The three divisions are interconnected: home staging utilizes imported furniture for properties, photography captures staged spaces, and furniture can be purchased by buyers after viewing staged homes.

Differentiator

Problem solved

Functional benefit

Brands

• LaForma: Barcelona-based interior brand, exclusive Japanese agent. Offers furniture, décor items, and accessories for residential and outdoor spaces. The brand is known for trend-conscious design, quality products at reasonable prices, and weekly releases of approximately 40 new items.
• DAN-FORM
• Matterport 3D Spaces
• HOME STAGING SCHOOL

Products and services

• Home Staging Service Bespoke interior staging and coordination service that decorates properties listed for sale to maximize buyer appeal and accelerate sale timelines. Includes on-site inspection, custom planning, professional staging by in-house home stagers, and optional purchase of staged furniture. Targets property sellers, real estate agencies, and property developers in Japan.
• Matterport 3D-VR Photography Service 360-degree 3D VR scanning service using Matterport cameras that produces 4K-quality immersive virtual walkthroughs accessible via web, smartphone, or VR goggles. Includes dollhouse view, content embedding, and the Defurnish tool that toggles between furnished and unfurnished property states. Priced from 35,000 JPY per property. Used by real estate companies, hotels, retail stores, offices, and event venues.
• Professional Property Photography In-house professional photography for staged and unstaged properties, including still photography, panorama photography, Ambience Photography (editorial-style atmospheric interior capture), and Night Time Photography for luxury residences. Offered as part of staging packages and as a standalone service.
• LaForma Imported Furniture Brand Barcelona-based interior furniture, décor, art, rugs, and accessories brand sold in Japan via official e-commerce, POP-UP STORES, and the permanent LaForma store at Shonan T-SITE. Approximately 10,000 SKUs globally, sold in 50+ countries, with about 40 new items released weekly. Used as both a staging furniture source and a retail product line.
• DAN-FORM Imported Furniture Brand Danish interior brand founded in 1992 specializing in Scandinavian-design dining chairs, bar stools, armchairs, office chairs, lounge chairs, and tables. Sold in approximately 60 countries worldwide; offered in Japan via the official DAN-FORM online store and integrated into home staging projects.
• HOME STAGING SCHOOL Training Program Professional training program for aspiring home stagers covering home staging techniques, real estate knowledge, interior design, and trend analysis. Offers HS Basic Lesson (80,000 JPY) and HS Basic+Technical Lesson (200,000 JPY) courses. Designed to build a pipeline of qualified home staging professionals in Japan.

Quantifiable outcome

• Over 10,000 projects completed since 2013
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Dr. Vranjes JAPAN (ドットール・ヴラニエス ジャパン)minorStrategic or Co-development Partner · 12 March 2025Partnership with Italian fragrance brand Dr. Vranjes for fragrance staging services in home staging projects. High-quality essential oil fragrances (40+ years of history in Florence) are selected for home staging finishing touches, creating memorable sensory experiences for property viewers.
• DAN-FORM (ダンフォーム)coreOEM/ Whitelabel/ Licensing Partner · 1 November 2024Home Staging Japan serves as the sole exclusive agent (日本唯一の総代理店) for DAN-FORM, the Danish furniture brand founded in 1992. The company operates DAN-FORM's Japanese e-commerce store, POP-UP STORES, and integrates DAN-FORM products into home staging projects. DAN-FORM is sold in approximately 60 countries and exhibits annually at Milan Salone and Cologne International Furniture Fair.
• LaForma (ラ・フォーマ)coreOEM/ Whitelabel/ Licensing Partner · 1 November 2017Home Staging Japan serves as the sole exclusive agent (日本唯一の総代理店) for LaForma, the Barcelona-based interior brand, in Japan. The company operates LaForma's e-commerce store, POP-UP STORES, permanent retail store, and uses LaForma products for home staging projects. The brand operates approximately 10,000 items globally and is sold in 50+ countries.
• Matterport ( matterport )coreTechnology or Integration · 21 September 2017Home Staging Japan was the first in Japan to introduce Matterport's 360-degree 3D VR photography technology and remains the sole provider of Matterport services in the Tokyo metropolitan area. The company imports Matterport equipment from the US and provides scanning services for real estate, hotels, retail, offices, and public facilities.
• Nomura Real Estate Solutions (野村不動産ソリューションズ)coreStrategic or Co-development Partner · 7 November 2014Partnership with Nomura Real Estate Solutions (formerly Nomura Real Estate Urban Net) to provide free home staging services for tower mansion properties listed through 'Nomura's Chuuai+' (野村の仲介+) locations. This collaboration was instrumental in establishing home staging as a recognized service in Japan's real estate industry.

Scale indicators6 records

Recent moves9 records

Expansion highlights4 records

Broad incumbents

• Nitori Holdings: Largest Japanese furniture and home furnishings retailer by revenue, operating nationwide. Serves as the dominant broad-market incumbent against which HSJ's premium European brand positioning must differentiate in the consumer furniture business.
• IKEA Japan (IKEA): Global furniture retail incumbent with deep presence in Japan. While not a staging operator, IKEA's brand and pricing in Japanese furniture retail sets the competitive backdrop for HSJ's LaForma/DAN-FORM e-commerce and Shonan T-SITE permanent store.
• Ryohin Keikaku (MUJI): Japanese lifestyle and furniture retail brand with extensive domestic footprint. Adjacent competitor for HSJ's mid-market consumer furniture positioning and a benchmark for integrated brand-plus-retail execution in Japan.
• ICHIOJ KOMUTEN: Large Japanese homebuilder and real estate developer with home-related services and staging-adjacent capabilities operating at national scale. Overlaps with HSJ's real-estate developer customer segment and provides a benchmark for an incumbent moving into staging-adjacent services.

Others

• Matterport: US technology platform behind the 360° 3D capture system HSJ operates. While not a competitor, Matterport's continued global expansion and proliferation of service-provider partners could compress HSJ's 'sole Tokyo provider' positioning over time.
• LaForma (The Masie Group): Barcelona-based interior brand for which HSJ is sole Japanese agent. The parent brand itself does not compete in services but its commercial decisions (channel, distribution, brand exclusivity) directly determine HSJ's retail trajectory.
• DAN-FORM: Danish furniture brand (founded 1992) for which HSJ is sole Japanese agent since November 2024. Comparable adjacency to LaForma as a brand principal whose exclusive relationship defines part of HSJ's go-to-market.

Direct peers

• Meridith Baer Home: Leading US luxury home staging company serving high-end listings with proprietary furniture inventory and integrated design services. Comparable to HSJ in combining owned furniture inventory, designer-led staging, and premium real estate clientele.
• Showhomes: US/UK-headquartered home staging franchise with hundreds of locations and a similar model of decorating vacant properties to accelerate sale velocity. Most directly comparable international peer for HSJ's core staging service offering.
• Stage My Home: UK home staging service provider with a model analogous to HSJ's: tailored staging plans, professional furniture selection, and photography for property sellers and agents. Closest European structural peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/laforma_japan
• Xx.com/HomeStaging_Ja

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 Home Staging Japan