Premium Water

What Premium Water does

Premium Water Holdings, Inc. (株式会社プレミアムウォーターホールディングス, TSE Standard Market: 2588) is the publicly traded parent company of Japan's largest home delivery natural mineral water subscription business, operating under the flagship PREMIUM WATER brand and the Locca water purifier server rental brand. Founded in 2006 in Fujiyoshida City, Yamanashi Prefecture, and controlled by Hikari Tsushin, Inc. since 2015 via a tender offer, the company serves more than 1 million subscriber households (as of March 2020) through direct-to-consumer subscription plans plus add-on services such as the PREMIUM MALL e-commerce site for subscribers. The holding company structure (adopted in 2016) encompasses operating subsidiaries including Premium Water Co., Ltd. (home delivery), Premium Water Products Co., Ltd. (manufacturing), Water Offgrid Co., Ltd. (off-grid water solutions), Singapore FLC Pte. Ltd., and Premium-Plus Co., Ltd.

The company's core product is unheated natural mineral water bottled in 12L containers, sourced from four Japanese production sites (Fujiyoshida, Nishikatsura, Asago, Gifu Kitakata) and delivered to subscribers on a recurring schedule. Water is selected under six proprietary criteria and subjected to 10+ daily microbiological, physicochemical, sensory, and periodic radiation tests; the company highlights that all sources produce soft water suitable for infant formula. The Locca brand extends the platform with a tap-water purifier server rental for customers preferring filtered municipal water. Supporting infrastructure includes a Kawaguchiko logistics center, an Osaka joint-delivery partnership with Kokuyo Supply Logistics (reducing ~2,000 delivery vehicles annually), and a Physical Internet relay transport partnership with ITOCHU.

Revenue is generated primarily through recurring monthly subscription fees on the home delivery contract base, supplemented by water server rental payments, Premium Mall e-commerce transactions, and ancillary services. The primary customer segment is Japanese individual households (B2C), with a secondary institutional use case in welfare facilities and disaster relief support. The company also pursues ESG/SDG initiatives (931 tons annual plastic reduction since 2015, 52% CO2e reduction vs. equivalent PET bottles per Deca-Bos certification) and is regulated by ISO 9001 (since 2011) and Privacy Mark (since 2022), with a BBB+ credit rating from R&I assigned in November 2025.

Name

Premium Water

Legal name

株式会社プレミアムウォーターホールディングス

Website

https://premiumwater-hd.co.jp

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Premium Water Holdings (TSE: 2588) is Japan's leading home delivery natural mineral water subscription company, serving over 1 million B2C subscriber households under the PREMIUM WATER and Locca brands, with operations centered on water sourcing, bottling, and recurring direct-to-consumer delivery.

Ownership category

akta.pro rank

Product category

Home Delivery Bottled Water

NAICS

Bottled Water Manufacturing (312112)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Mineral Water Bottling (Naturally Mineral) (AFAFACAB)

akta.pro secondary industry

Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH)

Keywords

• Home delivery water
• Bottled mineral water
• Water server rental
• Subscription water service
• Natural mineral water

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Natural Mineral Water Home Delivery Subscription: Recurring subscription revenue from home delivery of natural mineral water in 12L bottles and other sizes. Customers subscribe to regular delivery services with various plan options. This is the primary revenue stream, with subscription contracts providing predictable recurring revenue.
2. Water Server Rental (Locca): Rental service for Locca water purifier servers that filter tap water to produce cold and hot water. One-time installation fee plus recurring rental payments for the server unit.
3. Premium Mall E-commerce: Exclusive online shopping site for subscribers offering premium goods, food products, daily necessities, and special charity items like Premium Water Rice.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Premium Water Holdings delivers natural mineral water directly to Japanese households through a subscription-based home delivery service under the PREMIUM WATER brand, with 12L bottles delivered on a regular schedule. The company also rents Locca water purifier servers that filter tap water for cold and hot dispensing, and operates the PREMIUM MALL e-commerce site for subscribers. The all-soft water sourced from domestic mountain sources (Fujiyoshida, Nishikatsura, Asago, Gifu Kitakata) is processed without heating to preserve natural mineral content.

Product overview

Premium Water Holdings operates as a holding company managing two core water-related consumer product lines: PREMIUM WATER (natural mineral water home delivery service with proprietary water servers) and Locca (tap water filtration/ purifier server rental). The company manages subsidiaries including Premium Water Co., Ltd., Premium Water Products Co., Ltd., and others. The main business involves delivering premium Japanese natural mineral water directly to consumers through subscription-based home delivery, complemented by a water purification server option for users who prefer filtered tap water. The company also offers related services including rice cultivation at water source areas, SDGs activities, and shareholder benefits programs.

Differentiator

Problem solved

Functional benefit

Brands

• PREMIUM WATER: Natural mineral water home delivery service with water server rental. Delivers carefully selected natural mineral water from sources across Japan to homes on a regular basis. The natural water is unheated, natural mineral water with emphasis on natural 'deliciousness.'
• Locca
• AGRIKO FARM PW桜新町

Products and services

• PREMIUM WATER (Premium Natural Mineral Water Home Delivery) Subscription-based home delivery of premium Japanese natural mineral water sourced from carefully selected sources across Japan (Fujiyoshida, Nishikatsura, Asago, Gifu Kitakata). Water is processed without heating to preserve natural taste and minerals, with all sources producing soft water safe for baby formula. Delivered in 12L bottles on a regular schedule to household subscribers in Japan.
• Locca (Water Purifier Server Rental) Rental service for water purifier servers that filter household tap water through high-performance filters to deliver cold and hot water on demand. Customers pay a one-time installation fee plus recurring monthly rental payments for the server unit.
• PREMIUM MALL (Subscriber E-commerce) Exclusive online shopping site for PREMIUM WATER subscribers offering premium goods, food products, daily necessities, and special charity items such as Premium Water Rice.

Quantifiable outcome

• 52% CO2e emission reduction compared to 24 bottles of 500ml PET water when using 12L bottle
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Kokuyo Supply Logistics (コクヨサプライロジスティック)coreStrategic or Co-development PartnerJoint delivery partnership in Osaka city. Kokuyo Supply Logistics faced optimization challenges for weekday delivery vehicle load efficiency while Premium Water's natural water delivery concentrated on weekends. The partnership enables joint delivery, reducing Osaka city delivery vehicles by approximately 2,000 units annually and improving sustainability.
• ITOCHU Corporation (伊藤忠商事)coreStrategic or Co-development PartnerPhysical Internet service partnership utilizing different transport companies nationwide relay interconnection through nodes. Premium Water uses this service as a solution for driver shortage, CO2 emission reduction, small-lot cargo transport, and freight cost increases.
• Yamato Holdings (ヤマトホールディングス)minorStrategic or Co-development PartnerLogistics partnership for disaster relief support. Yamato Holdings assisted in delivering 2,048 bottles of Premium Water (24,576L) and 400 emergency kits to Noto Peninsula earthquake disaster areas in January 2024.
• LDH Inc. (株式会社LDH)minorGTM or Marketing PartnerDisaster relief partnership providing water products and emergency supplies to Noto Peninsula earthquake victims. LDH contributed 7 water servers, 100 bottles of 12L water, 1,200 PET bottles, 35 bags-in-boxes, and emergency kits.
• Municipal Government Partnerships (富士吉田市・北方町・朝来市)coreOthersAgreements for disaster relief water supply with Fujiyoshida City, Kitakata Town, and Asago City in Hyogo Prefecture. In case of disaster, the company provides free water supply and water server lending to affected residents.
• Jonan Shinyin Bank (城南信用金庫)minorOthersPartnership utilizing Jonan's nationwide credit union network to support disaster relief. Through collaboration with Eisei Shinyin (愛媛信用金庫), donated 250 bottles of 12L natural mineral water and 20 water servers to evacuation centers in July 2018.

Scale indicators9 records

Recent moves14 records

Expansion highlights6 records

Broad incumbents

• Suntory (サントリー): Major Japanese beverage conglomerate producing bottled mineral water (e.g., Suntory Tennensui) and various other beverages. A broad incumbent in Japanese beverage/water with overlapping retail bottled-water products but not focused on home-delivery subscriptions.
• ITO EN (伊藤園): Leading Japanese beverage company producing bottled green tea, oolong tea, and natural mineral water (via the Frecious brand). Overlaps with Premium Water in water and server offerings but operates a much broader beverage portfolio.
• Kirin Holdings (キリン): Diversified Japanese beverage major with mineral water brands (e.g., Kirin Aso no Mizu, Volvic distribution) and a wide beverage portfolio. Competes broadly with Premium Water in bottled water retail though not in home-delivery subscriptions specifically.

Direct peers

• Crecla (クリクラ): Major Japanese home-delivery water subscription service, distributing bottled mineral and RO-treated water with server rentals. Operates a franchise-led model targeting households, in direct competition with Premium Water's subscription contracts.
• Cosmo Water (コスモウォーター): Japanese home-delivery water brand specializing in natural mineral water from Kosugawa and other sources with server rentals. A direct competitor in the same subscription delivery category as Premium Water.
• AquaClara (アクアクララ): One of Japan's largest home-delivery water service operators, offering bottled natural water via subscription and water server rentals to households. Directly competes with Premium Water in the same subscription home-delivery model across Japan.
• Hawaiian Water (ハワイアンウォーター): Japan-focused home-delivery water subscription service branding its water as sourced from Hawaii, with server rentals. Competes directly with Premium Water for premium household subscription customers in Japan.
• Alpina Water (アルピナウォーター): Home-delivery natural mineral water subscription service in Japan, sourced from Northern Alps, with multiple server options. Competes with Premium Water for the same household subscription customers.
• Frecious (フレシャス) by ITO EN: Premium home-delivery water service owned by ITO EN, featuring natural mineral water and stylish water servers (Slat, dewo). Competes head-to-head with Premium Water for premium household subscriptions in Japan.

Regional players

• Water Server LLC / Water Direct legacy operators: Smaller regional home-delivery water operators in Japan, often local franchise or single-source players. They overlap with Premium Water in the subscription home-delivery model but typically lack national scale or multi-source coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/embed/25OYmt7ye0M

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries8 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 Premium Water