Naito Trading

What Naito Trading does

Naito Shoji Co., Ltd. (内藤商事株式会社) is a privately held Japanese trading company specializing in yarn, sewing supplies, and handicraft materials. Individually founded on February 1, 1931 and incorporated on December 21, 1948, the firm is headquartered at the Naito Craft Center in Tateishi, Katsushika-ku, Tokyo, and is led by President Naito Hirohide (内藤博英). Its product portfolio is organized into two divisions — 'Knit Fashion' (編むおしゃれ) covering yarn and knitting tools, and 'Create Fashion' (創るおしゃれ) covering sewing threads, fasteners, dress ornaments, beads, cloth, sashiko, embroidery, and craft kits — drawing on a mix of Japanese-made and imported materials.

The company operates a hybrid B2B and B2C distribution model. On the B2B side, Naito Shoji recruits craft retail stores as distribution partners through a website inquiry form followed by sales-representative-led onboarding, supplies them via direct trade orders and a Super Delivery wholesale marketplace listing, and provides downloadable seasonal catalogs. On the B2C side, it sells through its owned 'Wisteria' (ウィステリア) branded physical retail stores, an online store at wisteria01.stores.jp hosted on Stores.jp, a Rakuten marketplace storefront, and periodic Family Sale events held at the Naito Craft Center. Marketing is primarily event-driven, anchored by annual participation in the Japan Hobby Show at Tokyo Big Sight, the Ito Market yarn event organized by Nippon Vogue-sha, and supplementary social media presence on X, Instagram, and YouTube.

Monetization is grounded in standard wholesale margin on bulk orders to retail partners and retail margin on consumer transactions, with pricing handled through direct B2B inquiry and printed/digital catalogs rather than public e-commerce listings. The company carries no disclosed proprietary technology, software platform, or AI capability, and its competitive position rests on 90+ years of incumbency in the Japanese craft trade, broad multi-category assortment, and a multi-channel reach into both retail partners and end consumers in the Tokyo Metropolitan Area.

Name

Naito Trading

Legal name

内藤商事株式会社 (Naito Shoji Co., Ltd.)

Website

https://naitoshoji.co.jp

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

101–250 employees

Short description

Naito Shoji Co., Ltd. is a privately held Japanese trading company that distributes yarn, sewing supplies, and handicraft materials to craft retail stores across Japan and to end consumers through its Wisteria-branded stores, online storefronts, and periodic Craft Center Family Sale events.

Ownership category

akta.pro rank

Product category

Craft and Sewing Materials Wholesale Distribution

NAICS

Apparel, Piece Goods, and Notions Merchant Wholesalers (4243), Piece Goods, Notions, and Other Dry Goods Merchant Wholesalers (424310), Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Textiles & Fabric / Piece Goods Wholesale (CRAOADAH)

akta.pro secondary industries

Yarn, Knitting & Crochet Supplies Retail (CRALACAF), Quilting & Patchwork Shops (CRALADAB), Needlepoint & Embroidery Shops (CRALADAE), Textiles, Fabrics, Trims & Components Suppliers (CRAAAAAL)

Keywords

• Wholesale craft supplies
• Yarn distribution
• Knitting sewing materials
• Handicraft wholesale Japan
• Craft retail supplies

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Wholesale distribution of handicraft and sewing materials: Naito Shoji distributes a wide range of yarn, sewing thread, knitting tools, dress ornaments, handicraft materials, beads, cloth, and craft kits to retail stores and other businesses. The company recruits new retail store partners through its website and manages an extensive product catalog covering both its own branded items and sourced materials. Revenue is generated through bulk orders placed by retail store customers and direct B2B transactions.
2. Direct retail sales (Wisteria stores and e-commerce): The company operates physical retail stores under the 'Wisteria' brand and an online store (wisteria01.stores.jp), selling yarn, handicraft materials, and sewing supplies directly to end-consumer hobbyists and craft enthusiasts. Retail sales at the company's Craft Center and periodic family sale events also contribute to revenue. This is a standard retail revenue model based on point-of-sale transactions with consumers.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Naito Shoji Co., Ltd. is a Japanese wholesale trading company that distributes yarn, sewing thread, knitting needles and tools, dress ornaments, handicraft materials, beads, and fabric/cloth to retail craft stores across Japan. The company recruits retail store partners through its website, supplies them via an extensive multi-category catalog, and also sells directly to end consumers through its Wisteria retail stores, online store, and periodic Family Sale events. Products span both Japanese-made items (e.g., bamboo knitting needles, Japanese cotton thread) and imported craft materials, covering virtually every category needed for knitting, sewing, embroidery, sashiko, bag-making, and general handicraft projects.

Product overview

Naito Trading Co., Ltd. is a Japanese wholesale craft materials company offering a comprehensive portfolio of sewing, knitting, and handicraft supplies. Their product lineup is organized into two main divisions: '編むおしゃれ' (Knit Fashion) featuring yarn and knitting products, and '創るおしゃれ' (Create Fashion) featuring diverse craft materials. The product portfolio includes sewing threads (household thread, basting thread, elastic cords), knitting needles and tools (bamboo needles, circular needles, stitch markers), dress ornaments (buttons, zippers, ribbons, fashion accessories), handicraft materials (sashiko, embroidery, craft kits, beads), fabrics (gauze, cotton broadcloth), and bag-making supplies (handles, clasps, eco bags). The company also sells accessory parts like jewelry findings, key chains, and various craft components. Products are primarily sold to retail stores with a B2B inquiry system.

Differentiator

Problem solved

Functional benefit

Brands

• Wisteria (ウィステリア): Retail store brand for craft and yarn products operated by the company

Products and services

• Household Thread / Basting Thread (家庭糸・しつけ糸)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Japan Hobby Show Organizing CommitteecoreGTM or Marketing Partner · 17 April 2025Naito Shoji has participated in the annual Japan Hobby Show for multiple consecutive years, including the 49th edition in April 2025 (Booth B-1, South Halls 1-3) and the 50th edition in May 2026 (Booth E-23, East Hall 7). The Japan Hobby Show is Japan's largest hobby and craft trade fair, providing significant brand visibility and B2B networking opportunities with craft retailers and distributors nationwide.
• Nippon Vogue-sha (日本ヴォーグ社)minorGTM or Marketing Partner · 8 November 2024Naito Shoji participated as an exhibitor in the Ito Market yarn event organized by Nippon Vogue-sha (publisher of magazines such as《毛系》and《ク拉克aft》) in November 2024. Nippon Vogue-sha is a leading Japanese craft publishing company, and its Ito Market events connect yarn manufacturers and distributors like Naito Shoji with craft enthusiasts and retail buyers.
• SUPER DELIVERY ( прям MARKET Co., Ltd.)minorChannel Partner/ Reseller/ DistributorNaito Shoji maintains a dealer listing on the SUPER DELIVERY B2B wholesale marketplace platform (superdelivery.com), enabling retail store buyers across Japan to discover and purchase Naito Shoji's craft and sewing materials through the platform. SUPER DELIVERY is a major B2B e-commerce marketplace connecting suppliers with small and medium retail businesses in Japan.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Otsukaya (大塚屋): Japanese fabric and sewing retailer chain specializing in textiles, piece goods, and craft materials sold directly to hobbyists and sewists. Comparable in product mix and craft-hobby customer base to Naito Shoji's Wisteria stores, but operating through brick-and-mortar fabric-focused retail rather than B2B wholesale.
• Hamana Co., Ltd. (ハマナ株式会社): Long-established Japanese yarn manufacturer and brand serving handicraft retailers and hand-knitters. Comparable to Naito's 'Knit Fashion' (編むおしゃれ) division in that yarn is the primary product, both distribute through the same Japanese craft retail channel, and they participate in the same hobby shows and Ito Market events.
• Yuzawaya Co., Ltd. (ユザワヤ): Japan's largest chain of handicraft retail stores selling yarn, fabric, sewing supplies, beads, and craft materials across multiple locations. Most directly comparable to Naito Shoji's Wisteria retail concept — same product mix, same hobbyist customer — but operating at much larger multi-store scale.
• Clover Co., Ltd. (クロバー株式会社): Japanese manufacturer of knitting needles (bamboo and aluminum), crochet hooks, sewing scissors, and other needlework tools. Their products sit alongside Naito's yarn/craft assortment at Japanese craft retailers, making them a near-direct supplier-comparable in the needlework category and a likely co-distribution partner at wholesale.
• Midorigawa Kasei Kogyo (緑川化成工業): Japanese manufacturer specializing in beads and craft components sold to craft retailers and through hobby events such as Japan Hobby Show. Their product range overlaps directly with Naito Shoji's bead assortment and the broader 'Create Fashion' craft materials line.
• Kiwa Seisakusho Co., Ltd. (貴和製作所): Japanese manufacturer and distributor of jewelry findings, chains, charms, earring parts, and accessories for craft and jewelry making. Their product portfolio overlaps directly with Naito Shoji's 'Joli Decor' fashion accessories and craft components line.

Broad incumbents

• Hands Inc. (formerly Tokyu Hands / 東急ハンズ): Major Japanese hobby, craft, DIY, and lifestyle retail chain offering a much broader assortment than Wisteria but with significant overlap in yarn, sewing, bead, and craft supplies. Operates as a broad national incumbent rather than a focused craft specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/naito_info
• YouTubeyoutube.com/channel/UC-VGIuIx2tkeiEzWjBNdmfQ/videos
• Instagraminstagram.com/naitoshoji_nsk/?hl=ja
• LinkedInlinkedin.com/company/naito-shoji-co-ltd-

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 Naito Trading