Nihon Vogue

Name

Nihon Vogue

Legal name

株式会社日本ヴォーグ社 (Nihon Vogue Co., Ltd.)

Website

https://nihonvogue.co.jp

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Craft Publishing & Education

NAICS

Periodical Publishers (513120), Sewing, Needlework, and Piece Goods Retailers (459130), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Books: Publishing Or Publishing & Printing (2731), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Arts, Culture & Literary Magazines (MPAJAEAN)

akta.pro secondary industries

Hobby & Craft Instructional Books/Patterns Retail (In-store/Physical) (CRALACAL), Yarn, Knitting & Crochet Shops (CRALADAC), Pattern & Sewing Instruction Retail (Patterns, Books, Classes) (CRALADAH)

Keywords

• Craft magazines publishing
• Handicraft education programs
• Correspondence craft courses
• Instructor certification programs
• Specialty yarn retail

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Publications: Publishes approximately 120 magazines and books annually, including regular periodicals (Keito Dama, Quilt Japan, Stitch Ides, Knit Marche, Tezukuri Techo, etc.) and special publications. Revenue is generated through single-copy magazine sales at bookstores and craft stores nationwide, plus e-book sales and advertising space sold within publications.
2. Education Business: Trains and certifies instructors using NIHON VOGUE's proprietary curricula across 15+ craft genres. Revenue is generated through instructor enrollment fees, curriculum material sales, teaching supply kits, and certification fees. The instructor network serves as both a revenue stream and a distribution channel.
3. Correspondence Education: Offers all-in-one correspondence education packages including instruction materials, tools, and supplies across various craft genres. Students complete self-study coursework delivered by mail. Revenue is generated from course enrollment fees and material kit sales.
4. E-Commerce: Operates the online marketplace Tezukuri Town and issues quarterly shopping catalogs (Tezukuri Life Premium, approximately 70,000 copies). Sells crafting supplies, tools, kits, and materials. Revenue is generated through product sales and a membership point system.
5. Retail Stores: Operates specialty retail stores including Keito (yarn specialty in Asakusabashi with 2,000+ yarn selections) and Studio KILN ART (pottery painting studio and supply store next to HQ). Revenue is generated from product sales and workshop fees.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Nihon Vogue is a Japanese handicraft publishing and education company that publishes approximately 120 craft magazines and books annually across multiple craft genres (knitting, quilting, embroidery, pressed flowers, etc.). It also sells correspondence craft courses across 15+ proprietary disciplines, operates an e-commerce platform (Tezukuri Town) and a quarterly mail-order catalog (Tezukuri Life Premium), and runs physical specialty retail stores including the Keito yarn store and Studio KILN ART pottery studio.

Product overview

Nihon Vogue operates a diversified handicraft business with five main divisions: Publications (magazines and books), Education Business (instructor training and support), E-commerce (catalogues and online shopping), Correspondence Education (comprehensive craft courses), and Shop (specialty retail stores). The publication portfolio includes magazines such as Keito Dama (yarn/needlework), Quilt Japan, Stitch Ideés, Knit Marche, and Tezukuri Techo. The education programs encompass 15 craft disciplines including Porcelarts, Pressed Flower, L'ecrin Flower, Plant Art, Clay Couture, French Maison Décor, HAPPY Handmade, Art Print, Porcelain Painting, Glass Fusing, Glass Art, Silhouette Art, Metal Embossing Art, Tile Craft, and Quilting School. The company also operates the Japan Glass Art Association (independent subsidiary) managing Glass Art, Silhouette Art, and Tile Craft programs. E-commerce includes Tezukuri Town online shopping and Tezukuri Life Premium catalogue. Physical retail includes Keito yarn specialty store and Studio KILN ART pottery studio.

Differentiator

Problem solved

Functional benefit

Brands

• Keito: Yarn specialty store located in Asakusabashi with over 2,000 yarn selections from all over the world.
• Studio KILN ART
• Tenokoto
• Tezukuri Town
• Tezukuri Life Premium
• Japan Glass Art Association (日本グラスアート協会)

Products and services

• Keito Dama (毛糸だま) Magazine Quarterly yarn and needlework magazine featuring hand-knit designs, embroidery, beadwork, and international craft information for experienced knitters and craft hobbyists.
• Quilt Japan (キルトジャパン) Magazine Quarterly quilt magazine featuring traditional patterns, works by leading and emerging quilt artists, and international quilt information for experienced quilters.
• Stitch Idées (ステッチイデー) Magazine Biannual embroidery magazine featuring casual free-stitching motifs, cross-stitching interior goods, artist interviews, and mail-order items.
• Knit Marche (ニットマルシェ) Magazine Beginner-friendly knitting magazine published biannually featuring international information and reader networking pages.
• Tezukuri Techo (てづくり手帳) Magazine Quarterly craft notebook magazine covering sewing, stitching, knitting, weaving, dyeing, and engraving with original supply kits included.
• Watashino Hana Seikatsu (私の花生活) Magazine Quarterly pressed flower magazine with seasonal works, craft information, and detailed how-to instructions for framed art, accessories, and interior goods.
• Paint Craft Designs Magazine Tole paint magazine featuring works by artists with detailed how-to instructions and emerging artist spotlights.
• Tezukuri Town E-Commerce Platform Online shopping site and handicraft information portal for knitting, sewing, embroidery, and patchwork enthusiasts, selling craft supplies, tools, kits, and magazines with a membership point system.
• Tezukuri Life Premium Quarterly Catalog Quarterly shopping catalog supporting handmade life with seasonal knit, embroidery, bead, and fabric items; includes a membership service with shopping points and shipping fee discounts.
• Keito Yarn Specialty Store Physical yarn specialty store in Asakusabashi, Tokyo, offering over 2,000 yarn selections from around the world, featuring hand-dyed and hand-spun yarns with knitting workshops and staff advisory services.
• Studio KILN ART Pottery painting studio offering courses in European china painting and traditional Japanese pottery (Arita and Kutani), with an adjacent shop selling pottery painting supplies.
• Porcelarts (ポーセラーツ) Correspondence Education Correspondence education program teaching porcelain decoration through decals with certification courses and instructor training.
• Pressed Flower Craft Correspondence Education Flower preservation craft using special drying mats to create framed artwork and accessories, offered with certified instructor courses.
• L'ecrin Flower Correspondence Education 3D flower preservation technique using special drying methods to maintain natural color and shape, with official instructor licensing.
• Plant Art Correspondence Education Herbarium technique art using pressed and dried plants in frames or resin for original jewelry and artwork.
• Clay Couture Correspondence Education Clay craft using Premo Sculpey to make accessories, stationery, and decorations with oven-baked finishing.
• French Maison Décor Correspondence Education French interior decoration craft using fabrics, thick paper, and tassels, leading to a certified instructor diploma.
• HAPPY Handmade Correspondence Education Package of four crafts (Italian Jewelry Brillante, Candle Meister, French Deco, Heritage Deco) with completion diplomas and official membership.
• Art Print Correspondence Education Decal transfer technique using iron heat to create original fabric crafts for patchwork and textile projects.
• Porcelain Painting (白磁ペイント) Correspondence Education Tole painting technique on porcelain using a special base coat with kiln firing to produce functional tableware.
• Glass Fusing (ガラスフュージング) Correspondence Education Glass fusion technique melting glass pieces in an electric kiln to create dishes and accessories.
• Metal Embossing Art Correspondence Education Traditional European metal embossing craft using pewter sheets to create decorative items.
• Quilting School Correspondence Education Quilting school with 31 classes taught by leading quilt artists, focused on design and handmade quilt creation.
• Vogue Academy School Branches Operated through affiliated subsidiary Vogue Academy: 8 school branches nationwide offering approximately 1,350 hobby craft courses to about 18,000 students (as of January 2019), covering the company's proprietary craft curricula.
• Glass Art (グラスアート) Craft Program Decorative craft technique using lead wire and colored films to create stained-glass-like artwork on flat surfaces, managed through the Japan Glass Art Association.
• Silhouette Art (シルエットアート) Craft Program Paper-cutting art craft using over 140 special-colored films to create light-transmitting shadow artwork, managed through the Japan Glass Art Association.
• Tile Craft (タイルクラフト) Craft Program Mosaic craft technique using ceramic tiles, colored glass, and stone to decorate items and create mosaic designs, managed through the Japan Glass Art Association.

Quantifiable outcome

• Keito Dama magazine maintains 55,000 average copies per issue, demonstrating consistent market demand and reader loyalty
• +2 more outcomes

Named customers3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Fujikyu Holdings Co., Ltd. (藤久株式会社)coreOthers · 1 January 2022NIHON VOGUE became a wholly-owned subsidiary of Fujikyu Holdings Co., Ltd. through a stock exchange in 2022. This provides NIHON VOGUE with affiliation to a larger corporate group while maintaining its operational independence in the handicraft business.
• 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)coreOthersNIHON VOGUE is part of the Japan Craft Holdings group. Personal information protection policies are aligned with those of Japan Craft Holdings. Shared data practices exist for joint handmade business promotion.
• Vogue Academy (ヴォーグ学園)coreOthersVogue Academy is an affiliated subsidiary of NIHON VOGUE operating hobby craft schools. As of January 2019, it has 8 school branches with 1,350 courses and 18,000 students. It offers fun hobby education where anyone can learn handmaking skills and spreads the joy of handmade to enrich people's lives.
• NV Logitech Co., Ltd. (株式会社NVロジテック)minorOthersNV Logitech handles logistics and delivery of NIHON VOGUE Corp.'s related products. Located in Niiza, Saitama Prefecture. As of May 2026, the logistics operation was renamed to 'NIHON VOGUE Logistics Center' under direct company operation.
• Japan Handicraft Instructors Association (公益財団法人日本手芸普及協会)coreOthersFounded in 1969 and recognized as a public interest incorporated foundation since 2012. Comprises certified instructors of hand-knitting, lace making, patchwork, painting, pressed flower, hand weaving, leather craft, calligraphy, and home-sewing. Has 19,518 members (as of March 2017). Aims to spread handicraft culture and train instructors. NIHON VOGUE shares personal information for joint handmade business promotion.
• My Way (特定非活動法人マイWay)minorOthersMy Way is a specified non-profit organization providing disability employment services. Representative Managing Officer is Nobuaki Seto (NIHON VOGUE President). Personal information such as addresses and email addresses may be jointly used for handmade business promotion.
• Vogue Academy School Branches (ヴォーグ学園各校)minorOthersVogue Academy operates 8 school branches: Sapporo, Tokyo (Kanda), Yokohama, Nagoya, Shinsaibashi (Osaka), and Tenjin (Fukuoka). Each branch provides in-person craft courses and serves as a local touchpoint for the NIHON VOGUE educational ecosystem.

Scale indicators11 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Shufunotomo (主婦の友社): Major Japanese consumer publisher with deep handicraft, sewing, and lifestyle magazine titles (e.g., Hito-toki, Cotier). Directly comparable to Nihon Vogue's publications and education business targeting the Japanese housewife craft hobbyist.
• Annie's (Annie's Publishing / Annie's Catalog): US publisher and mail-order company specializing in crochet, knitting, quilting patterns, and craft kits. Comparable combination of instructional publishing, mail-order catalogs, and consumables.
• Bunka Publishing Bureau (文化出版局): Japanese specialist publisher of sewing, fashion, and textile craft books and magazines (e.g., 'Sewing' series). Comparable in product mix to Nihon Vogue's sewing, embroidery, and quilting publications.
• Immediate Media: UK-based publisher of leading craft and hobby magazines (e.g., Simply Knitting, Love Quilting, Mollie Makes). Closely comparable to Nihon Vogue's portfolio of high-circulation craft periodicals and bookazines.

Broad incumbents

• Future plc: International media group publishing hobby and craft titles across knitting, sewing, and papercraft. Comparable publishing model to Nihon Vogue at much larger scale and with global digital reach.
• Michaels Companies: Largest North American specialty retailer of arts, crafts, and hobby supplies. Comparable to the combined craft supplies, retail, and education ecosystem Nihon Vogue operates at smaller scale.
• NHK Publishing (NHK出版): Publishing arm of NHK producing craft, lifestyle, and hobby books in Japan. Comparable as a larger media-affiliated publisher with craft titles, though it spans many genres beyond handicrafts.

Regional players

• Hobbycraft (UK): UK's largest specialist hobby retail chain selling craft supplies, yarn, and fabrics. Comparable to Nihon Vogue's Keito and Tezukuri Town retail operations, though UK-focused rather than Japan.

Others

• Boye Knitting Stitches / Craft Industry Alliance players (e.g., Clover, Pony): Japan-based manufacturers of knitting needles, sewing tools, and craft accessories sold through Nihon Vogue's supply ecosystem. Adjacent ecosystem participant rather than direct competitor.

Emerging players

• Creativebug: Online craft education platform with video classes in knitting, sewing, quilting, and embroidery. Comparable to Nihon Vogue's correspondence education and Vogue Academy teaching business in digital format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 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 Nihon Vogue