TOEI Co.

What TOEI Co. does

TOEI Co. (株式会社 東栄) is a privately held Japanese specialty manufacturer founded in 1959/1960 and headquartered in Joso City, Ibaraki Prefecture. The company's core business is the production of interior wallcoverings, with a catalog of more than 200 wallpaper SKUs spanning urethane-coated, fire-retardant, antibacterial, olefin (environmentally friendly), standard vinyl, and film-type stain-prevention products. Manufacturing is conducted in-house on a single multi-technology site using gravure printing, embossing, water-based printing, rotary printing, and foam production processes, supported by JIS, SV, and fire-proof product certifications.

The company operates a B2B distribution-led model, channeling the bulk of its wallpaper output through major Japanese interior-materials wholesalers — most prominently Sangetsu Corporation — which feeds product into housing, renovation, and commercial interior projects. A secondary, smaller business line produces high-performance metal degreasing compounds for industrial customers. TOEI is led by President Naoki Kuwahara (桑原 直樹), reports paid-in capital of 240 million yen, and employs approximately 70 people.

The customer base is concentrated in Japan, with limited but disclosed sales activity into East Asia and broader Asian markets. The company is privately held with no external investors, no public capital-markets presence, and no disclosed revenue figures. The business is positioned as a mid-sized, certification-backed specialty manufacturer with a long incumbent track record but limited recent disclosed strategic activity.

Name

TOEI Co.

Legal name

株式会社トーエイ (TOEI CO.,LTD.)

Website

https://toei-chem.co.jp

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

51–100 employees

Short description

TOEI Co. is a privately held Japanese manufacturer (est. 1959/1960, Joso City, Ibaraki) producing 200+ certified wallpaper SKUs — including vinyl, olefin, antibacterial, fire-retardant, and stain-prevention variants — for B2B distribution, primarily through Sangetsu Corporation, with a secondary metal-degreaser line.

Ownership category

akta.pro rank

Product category

Wallpaper Manufacturing

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Specialty Wallcoverings (Wallpaper, Vinyl, Fabric) (IMADAKAG)

Keywords

• Wallpaper manufacturing
• Interior wallcoverings
• Vinyl wallpaper products
• Fire-retardant wallpaper
• Decorative wall finishes

Headquarters

HQ city

Joso

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wallpaper Manufacturing and Sales: Manufactures and sells over 200 types of wallpapers including residential, commercial, and institutional wallcoverings. Products include urethane-coated, fire-resistant, antibacterial, and eco-friendly wallpapers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

TOEI Co. manufactures and sells over 200 types of wallpapers, including urethane-coated, fire-retardant (non-combustible and quasi-non-combustible), antibacterial and stain-prevention, olefin eco-friendly, and standard vinyl wallpapers. The company produces these wallcoverings at its Ibaraki factory in Joso City using gravure printing, embossing, water-based printing, and rotary printing technologies, and sells them through distributors such as Sangetsu Co., Ltd. as well as direct sales to real estate developers, commercial spaces, and institutional facilities.

Product overview

TOEI Co. is a wallpaper manufacturing company offering over 200 types of wallpapers for residential apartments, detached houses, offices, commercial spaces, and hospitals. The product portfolio includes urethane-coated wallpapers (high durability, stain resistance), fire-retardant certified wallpapers (non-combustible and quasi-non-combustible grades), antibacterial and stain-prevention wallpapers, olefin eco-friendly wallpapers, and standard vinyl wallpapers. The company serves both Japanese domestic and overseas customers, providing functional wallpapers with various features including scratch resistance, chemical resistance, and safety certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Urethane Coat Wallpaper (ウレタンコート) Polyurethane-coated wallpaper with superior scratch resistance, easy stain removal, and excellent chemical resistance, featuring a matte natural finish and good workability. Targeted at wet areas and households with children.
• Fire-Retardant Certified Wallpaper (不燃認定壁紙)

Quantifiable outcome

• Fire safety compliance with Japanese building codes through JIS certification
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered major and core.

• 株式会社サンゲツ (Sangestu Co., Ltd.)majorChannel Partner/ Reseller/ DistributorMajor trading partner for wallpaper distribution. One of the primary customers for TOEI's wallpaper products.
• グループ企業 (Group Companies)coreStrategic or Co-development PartnerSynergy partnerships with group companies for SDGs initiatives and shared business objectives including environmental sustainability and resource efficiency.

Scale indicators5 records

Recent moves11 records

Expansion highlights4 records

Regional players

• Wolf-Gordon: US-based wallcovering manufacturer and distributor with commercial-grade vinyl, textile, and digital print wallcoverings. Comparable in commercial wallcovering manufacturing including vinyl-based products with fire-performance certifications, though serving the North American commercial interiors market.
• York Wallcoverings: One of the largest North American wallpaper manufacturers with broad residential and commercial product lines. Comparable in core product category (decorative and functional wallcoverings) but operating in a different geography from TOEI's domestic Japanese market.
• Graham & Brown: UK-based designer and manufacturer of wallpapers and wallcoverings with international distribution. Comparable in core wallpaper manufacturing activity and emphasis on design-forward and specialty-finish products, but serving primarily European and North American markets.

Broad incumbents

• Dai Nippon Printing (大日本印刷 / DNP): Major Japanese printing conglomerate with decorative interior products including wallcoverings and surface finishing materials. A broad incumbent operating wallcoverings as one of many diversified categories, with significantly larger scale and R&D resources.
• Toppan Holdings (凸版ホールディングス): Large diversified Japanese printing and information communications group whose decorative materials division produces wallcoverings and surface finishing products. A broad incumbent competitor with significantly larger scale and broader product portfolio than TOEI.

Direct peers

• Lonseal Corporation (ロンシール): Japanese manufacturer of decorative and functional vinyl-based interior products including wallcoverings and floor materials. Direct peer in specialty vinyl wallcovering manufacturing for residential, commercial, and institutional applications.
• Sangetsu Co., Ltd. (サンゲツ): Japan's largest interior decoration products company, with wallcoverings as a core category alongside flooring, curtains, and upholstery. Identified as TOEI's major trading partner/customer, and the dominant peer in Japanese residential and commercial wallcoverings.
• Toli Corporation (東リ): Japanese manufacturer of interior finishing materials including vinyl wallcoverings, flooring, and curtain products. Comparable in scale and product mix to TOEI, with similar institutional and residential customer segments in the Japanese domestic market.
• Aica Kogyo Company (アイカ工業): Japanese manufacturer of adhesives, decorative boards, and interior building materials. Comparable as a Japan-domiciled specialty interior materials manufacturer serving construction and institutional customers with formulated/coated surface products.

Emerging players

• NICHIHA (ニチハ): Japanese manufacturer primarily of exterior siding and building materials, with some interior finishing products. Comparable as a Japan-based specialty wall/building surface manufacturer serving construction customers, though focused on exterior cladding rather than interior wallpaper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance4 records

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 TOEI Co.