BBF

What BBF does

BBF, Inc. is a Tokyo-based Fashion × Internet services company founded on October 3, 2005, that provides end-to-end e-commerce planning, development, operation, and television marketing services to fashion brands in Japan and across ASEAN markets. The company reports experience with more than 350 fashion brands and the operation or support of more than 100 e-commerce sites domestically and internationally, with anchor clients including adidas Japan, H&M Japan, United Arrows, New Balance Japan, PUMA Japan, Sanrio, IKEA Japan, Max Mara Japan, and BULGARI Ireland. BBF's service scope spans marketing consulting, WEB planning and production, front-office systems (server, DB, photography), back-office systems (delivery, membership, product management), payment integration, and logistics.

The business operates on a hybrid B2B services and D2C model. On the services side, BBF delivers enterprise e-commerce platform development, cross-border ASEAN infrastructure based in Singapore built on Salesforce Commerce Cloud with a customized OMS engine, and television marketing planning specifically within fashion. On the D2C and digital asset side, the company operates the ARTIDA OUD customizable jewelry storefront — featuring serial-managed stone selection, ring customization, third-party chat, marketing automation, and recommendation engines — and runs the Siluru™ token gateway, which links BBF's e-commerce management system with Kyuzan's Mint NFT service and SBPS payment services, with NFT content produced in partnership with EUPH.

BBF is a consolidated subsidiary of HITO-Communications Holdings Inc. (TSE: 4433) with Mitsui & Co., Ltd. (TSE: 8031) as a major strategic shareholder. The company holds JIS Q 15001:2017 privacy certification, maintains registered capital of ¥360 million including reserves, and operates four wholly-owned subsidiaries (Branch-Out Inc., Shanghai Branch-out International Trading Co., Ltd., LOWCAL Co., Ltd., and Figiny Co., Ltd.). Revenue figures are not publicly disclosed.

Name

BBF

Legal name

株式会社ビビーエフ (BBF, Inc.)

Website

https://bb-f.co.jp

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

BBF is a Tokyo-based Fashion × Internet services company founded in 2005 that provides end-to-end e-commerce planning, development, and operation plus television marketing to over 350 fashion brands in Japan and ASEAN markets, with owned D2C jewelry (ARTIDA OUD) and NFT commerce (Siluru™) extensions.

Ownership category

akta.pro rank

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

Revenue model

1. E-commerce Planning, Development & Operation Services: BBF provides end-to-end e-commerce services to fashion brands including planning, development, operation, and promotional support. Revenue likely derived from professional services and/or managed services contracts with brand clients.
2. Television Marketing Services: Planning and promotional support of television marketing for fashion brands, as part of the company's dual-channel marketing services offering.
3. D2C E-commerce (Owned Brands): BBF operates its own D2C e-commerce sites such as ARTIDA OUD, selling customized jewelry products directly to consumers.
4. NFT / Digital Content Sales: Sale of NFT content to fashion brand customers via the Siluru™ token gateway, enabling fashion brands to sell NFT content alongside conventional apparel products.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

BBF provides end-to-end e-commerce services to fashion and lifestyle brands, including planning, construction, operation, and sales-promotion support for online and mobile commerce sites, complemented by television marketing planning and promotional services. It also operates its own D2C jewelry brand (ARTIDA OUD), a cross-border e-commerce platform for ASEAN markets, and a proprietary NFT token gateway (Siluru™) that lets fashion brands sell digital content alongside physical apparel. The company serves more than 350 fashion brands and operates over 100 e-commerce sites domestically and internationally.

Product overview

BBF operates as a Fashion × Internet business providing integrated e-commerce and television marketing services. The core offerings include HP Develop (e-commerce development services) for planning, developing, operating, and promotional support of e-commerce sites, and Television Marketing for fashion brands. The portfolio also includes Cross-border E-Commerce for ASEAN markets utilizing Salesforce Commerce Cloud, the ARTIDA OUD D2C jewelry customization platform with recommendation engine capabilities, and the Siluru™ token gateway for NFT content integration in fashion e-commerce. BBF supports over 350 fashion brands and operates more than 100 e-commerce sites domestically and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Siluru™: Token gateway system for NFT holders allowing operation and management of utilities and services, as well as purchase of specific products, developed in collaboration with Kyuzan's Mint service and SBPS payment service.

Products and services

• HP Develop (E-Commerce Development Services) End-to-end e-commerce services for fashion brands covering marketing consulting (customers, sales promotions, advertisements), WEB planning and production, front system (server, DB, product photography), back office system (delivery management, membership management, product management), payment system, and logistics support. Intended for fashion and lifestyle brands seeking outsourced digital commerce operations.
• Television Marketing Planning and promotional support services for television marketing in the fashion field, complementing BBF's e-commerce offerings for fashion brand clients.
• Cross-border E-Commerce for ASEAN

Named customers14 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, key and supporting.

• Kyuzan Inc.coreTechnology or IntegrationKyuzan's NFT generation and management service 'Mint' is integrated with BBF's Siluru™ token gateway, enabling fashion brands to sell NFT content simultaneously with conventional apparel products on BBF's e-commerce management system.
• SBPS (SoftBank Payment Service Corp.)coreTechnology or IntegrationSBPS provides online payment services integrated with Siluru™ token gateway, enabling NFT content purchases via credit card payment on BBF's platform.
• Salesforce (Salesforce Commerce Cloud)coreTechnology or IntegrationBBF uses Salesforce Commerce Cloud for cross-border ASEAN e-commerce operations. The platform is customized with the same engine as SFCC's OMS (Order Management System). Supports multiple languages and currencies for ASEAN market expansion.
• EUPHkeyStrategic or Co-development PartnerEUPH provides NFT content production and IP collaboration services in partnership with BBF, enabling BBF to offer one-stop service from planning to content development for fashion brand NFT offerings via Siluru™.
• 三井住友銀行 (Sumitomo Mitsui Banking Corporation)supportingOthersListed as one of BBF's main transaction banks, providing banking services for the company's financial operations.
• みずほ銀行 (Mizuho Bank)supportingOthersListed as one of BBF's main transaction banks, providing banking services for the company's financial operations.
• 三井住友信託銀行 (Sumitomo Mitsui Trust Bank)supportingOthersListed as one of BBF's main transaction banks, providing trust banking services for the company's financial operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Others

• SBPS (SoftBank Payment Service): Japanese online payment service provider whose credit card processing is integrated into BBF's Siluru™ token gateway. Adjacent infrastructure provider rather than competitor, illustrating the partner ecosystem BBF depends on for digital commerce transactions.
• Salesforce Commerce Cloud: Global commerce platform vendor on which BBF's ASEAN cross-border infrastructure is built. Adjacent infrastructure provider rather than competitor — represents the underlying technology stack BBF customizes and resells to fashion brand clients.

Direct peers

• World Co., Ltd. Japanese apparel platform company operating multiple fashion brands with integrated e-commerce operations. Comparable to BBF in operating multiple fashion brands, including owned labels, and running substantial online distribution infrastructure in Japan.
• BEENOS Inc. Tokyo-listed (TSE:3328) cross-border e-commerce services and investment company. Directly comparable to BBF as a Japanese operator providing B2B e-commerce infrastructure, cross-border enablement and value-added commerce services for retail and brand clients.
• iStyle Inc. Tokyo-listed (TSE:3660) operator of @cosme, Japan's leading cosmetics review and e-commerce platform. Comparable to BBF as a Japanese listed company running a category-specific e-commerce platform with services, content and brand partnerships layered on top.
• Voyage Group (BARLOGUE / Magaseek): Japanese digital media and commerce company that has operated fashion e-commerce platforms such as Magaseek. Comparable to BBF as a Japanese operator providing fashion-focused e-commerce platforms and brand services.

Regional players

• Anchanto: Singapore-headquartered cross-border e-commerce and marketplace management platform serving APAC. Comparable to BBF's ASEAN cross-border EC offering as a regional player enabling brand sellers to operate across multiple Asian marketplaces and channels.
• ChannelEngine: Netherlands-based but APAC-active cross-border e-commerce integration platform. Comparable to BBF's ASEAN cross-border infrastructure as a regional player offering brands multi-marketplace listing, inventory and order management across APAC markets.

Broad incumbents

• ZOZO, Inc. Operator of Japan's leading fashion e-commerce platform ZOZO Town. Broad incumbent in Japanese fashion e-commerce; competes with BBF's client-facing services by offering brands a turnkey marketplace alternative rather than bespoke agency services.
• Rakuten Group, Inc. Japan's largest e-commerce ecosystem operator with Rakuten Fashion as a key vertical. Broad incumbent comparable as a destination platform where many of BBF's brand clients also sell, creating both partnership and competitive dynamics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 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 BBF