Engrow

What Engrow does

Engrow Co., Ltd. (株式会社ENGROW) is a Tokyo-based venture company founded in March 2018 that develops web and mobile services centered on a proprietary salon reservation management platform called Tree (ツリー). Tree provides beauty salons and fitness gyms with a web-based dashboard that consolidates bookings from multiple major external Japanese reservation portals into a single interface, paired with a branded customer-facing mobile app. The platform includes push notification marketing (targeting, for example, customers lapsed more than two months or regulars only, with claimed near-100% visibility), SNS-shareable referral coupons, digital in-app stamp cards replacing paper loyalty cards, app design customization, and integration with major booking portals via official links. Engrow sells primarily to small and mid-sized hair salons, nail salons, esthetic studios, eyelash extension studios, and fitness gyms in Japan, with case studies featuring hair Carrefour, DOOR, and JOES FITNESS. The company's stated fourth-year milestone is 1,300+ contracted store locations spanning all 47 Japanese prefectures.

Engrow's revenue model is a mix of subscription, hardware, and lease. The Tree platform is offered on a monthly subscription with a company-handled onboarding service (pricing not publicly disclosed, quote-based). Two complementary hardware offerings round out the portfolio: commercial package air conditioning, sold or leased with a zero-initial-cost option that includes a repair guarantee and property insurance; and security camera systems with smartphone monitoring. Distribution combines an internal direct sales force targeting SMB beauty and fitness operators with a nationwide partner/reseller program that requires no inventory from channel partners and provides dedicated account management. No external funding rounds, parent companies, or institutional investors are disclosed in the available material.

The company operates with a small workforce composed primarily of employees in their 20s and 30s, is led by Representative Director Ryosuke Konori, and is headquartered in Shinjuku, Tokyo. Recent publicly visible activity includes the September 2025 establishment of a customer harassment policy, indicating ongoing operational maturation rather than strategic pivot. The technology stack positions Engrow as a vertical SaaS plus hardware-adjacent SMB operator rather than an AI- or platform-economy play.

Name

Engrow

Legal name

株式会社ENGROW

Website

https://en-grow.com

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Engrow, a Tokyo-based venture founded in 2018, operates Tree, a subscription reservation management platform for SMB beauty salons and fitness gyms, alongside commercial air conditioning leasing and security camera hardware. The platform serves 1,300+ stores across all 47 Japanese prefectures.

Ownership category

akta.pro rank

Product category

Salon Management Software

NAICS

General Rental Centers (5323), Electronics and Appliance Retailers (4492)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Appointment Reservations (Spa, Salon, Wellness) (HSACALAK)

akta.pro secondary industry

Restaurant Reservations & Dining Booking Platforms (BPAMAIAK)

Keywords

• Salon booking software
• Reservation management system
• Commercial air conditioning
• Security camera systems
• Beauty salon technology

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Tree Reservation System Subscription: SaaS-style subscription for salon reservation app and web management system. Includes initial setup service where company handles all store information, staff settings, and menu configuration.
2. Commercial Air Conditioning Equipment & Installation: Sales and installation of commercial package air conditioners with zero initial cost option through leasing. Includes peace-of-mind warranty plan with repair guarantee and property insurance.
3. Security Camera Systems: Sales and installation of security camera systems with smartphone app monitoring capability.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Engrow develops and sells the Tree (ツリー) salon reservation app and web-based booking management system, which unifies reservations from multiple major external booking portals into a single dashboard and includes push notification coupon delivery and digital stamp cards. In addition, the company sells commercial package air conditioning systems (offered through a zero-initial-cost lease model) and security camera systems with smartphone monitoring capability, primarily targeting beauty salons, fitness gyms, and small retail establishments in Japan.

Product overview

ENGROW operates a multi-product portfolio centered around the Tree (ツリー) platform—a web and mobile app-based salon booking and reservation management system that unifies bookings from multiple external portals into a single dashboard. The product suite includes two complementary service offerings: Package Air Conditioning (パッケージエアコン) systems for commercial spaces with zero-initial-cost lease options, and Security Camera (セキュリティカメラ) systems with smartphone monitoring capabilities. Tree serves primarily beauty salons (hair salons, nail, eyelash extensions, esthetic services) and fitness gyms, while the hardware products target commercial retail and service establishments.

Differentiator

Problem solved

Functional benefit

Brands

• Tree（ツリー）: Salon reservation app and WEB booking system with centralized reservation management, coupon distribution, push notifications, and stamp cards. Used by over 1,000 stores for hair salons, nail, esthetic, eyelash extension salons, and fitness gyms.

Products and services

• Tree (ツリー) Salon reservation app and web-based booking management system used by over 1,000 stores. Customers download a dedicated store-branded app to make reservations; the platform consolidates bookings from multiple major external Japanese booking portals into a single dashboard for the salon owner. Includes targeted push notification coupon delivery (e.g., for customers who have not visited in two months), digital stamp cards, app design customization, SNS-shareable referral cards, and video/photo promotional content hosting.
• Package Air Conditioning (パッケージエアコン)

Quantifiable outcome

• Reduction in phone-based reservations
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• Sales Partners (Unnamed)coreChannel Partner/ Reseller/ DistributorNationwide partner program recruiting sales partners to sell Tree reservation app and air conditioning services. Partners require no inventory investment; receive online service fulfillment. Dedicated account managers provide sales support. Initial training provided before starting sales activities. Annual contract with automatic renewal.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SALONBOARD: Long-standing Japanese SaaS reservation and customer management system built specifically for hair salons and beauty establishments. Directly competes with Engrow's Tree on the same core use case (online booking, customer database, mobile app) for the same SMB beauty salon customer base in Japan.
• Square Appointments: Block's appointment scheduling SaaS offering serving salons, spas, and fitness businesses globally. Comparable to Tree in core functionality (online booking, calendar management, customer notifications, mobile app), though targeting English-speaking markets and a broader SMB base.
• Reservia: Reservia is a free online reservation service tightly integrated with Hotpepper Beauty, used by many Japanese salons. Competes head-to-head with Engrow Tree on the salon reservation SaaS layer, particularly for salons already entrenched in the Hotpepper ecosystem.
• Fresha: Global beauty and wellness booking platform and SaaS suite used by salons, spas, and barbers. Closest international analog to Tree in product (booking, CRM, payments, app) and target customer (independent beauty and wellness SMBs), serving as a relevant valuation and growth comparable.
• Setmore: Online appointment scheduling software targeting salons, spas, fitness studios, and other service businesses. Overlaps with Tree on the core booking-and-management workflow and free/freemium positioning versus Engrow's subscription model.
• SimplyBook.me: International online booking SaaS offering customizable booking websites, mobile apps, and CRM features for service businesses including salons and fitness. Competes in the same functional category as Tree, with comparable feature breadth for appointment-based SMBs.

Broad incumbents

• Recruit Holdings (Hotpepper Beauty): Recruit operates Hotpepper Beauty, the dominant Japanese beauty salon discovery and booking portal. It is the most important competitive incumbent for Engrow's Tree — salons on Tree often also list on Hotpepper, and Tree's value proposition of unifying such portals is partially a response to Hotpepper's market power.
• Mindbody (Booker): Large US-based SaaS for wellness, beauty, and fitness appointment management. Operates a broader portfolio (spas, salons, gyms, studios) than Engrow's niche focus, with overlapping booking and CRM functionality that competes for multi-location Japanese salons considering international software.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Engrow