Nojima
Nojima Corporation (株式会社ノジマ, TSE: 7419) is a Japanese consumer electronics retailer operating 200+ stores across the Kanto region, plus an MVNO, e-commerce, and acquired businesses in mobile retail, PC manufacturing (VAIO), and home appliances (Hitachi GLS). It serves individual consumers with electronics, mobile, and appliance products under a no-manufacturer-sales-staff retail model.
- Company typePublic
- Founded1963
- HeadquartersYokohama-shi, Japan
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Nojima does
Nojima Corporation (株式会社ノジマ, TSE: 7419) is a publicly traded Japanese consumer electronics retailer founded in 1963 and headquartered in Yokohama, operating more than 200 physical stores concentrated in the Kanto region (Kanagawa, Tokyo, Saitama, Chiba, Shizuoka, Yamanashi, Nagano, Ibaraki, and Niigata prefectures). The company sells digital home appliances, consumer electronics, and smartphones, and operates a nationwide e-commerce platform (Nojima Online), authorized carrier shops for au, SoftBank, UQ mobile, and Y!mobile, and its own MVNO branded nojima mobile YM. Nojima differentiates itself as the only major Japanese electronics retailer without manufacturer sales staff on its sales floor, supplemented by a proprietary Nojima Super Point loyalty system integrated with d Point (industry first), the Kaden Kometa-chou content platform with over 100 million cumulative visitors, and an industry-first market-priced trade-in service across 11 product categories.
Revenue is generated primarily through hardware sales across physical retail, online channels, and trade-in/buyback transactions, with a recurring commission layer from mobile carrier subscriptions and an MVNO offering. FY2025 (March 2025) revenue stood at ¥853.4 billion, and the company has executed an aggressive M&A-led diversification: CONEXIO Corp. (¥85.5 billion, February 2023, from ITOCHU), a 91.4% stake in VAIO Corporation (2025, from Japan Industrial Partners), and an announced ¥110 billion acquisition of an 80.1% stake in Hitachi Global Life Solutions (April 2026), with closing expected in fiscal year 2027. The company is also expanding internationally into Singapore and Malaysia and has publicly targeted ¥1 trillion in revenue by 2030, with longer-term aspirations of ¥3 trillion and eventually ¥10 trillion. Workforce stood at 10,000+ as of the latest reporting, with new graduate hiring tripled to approximately 1,100 for FY2026 and starting salaries raised to up to ¥400,000 per month. The underlying technology stack is conventional retail and distribution rather than a software platform business; AI deployment is currently limited to an internal generative-AI version of the company president for employee training and the retailing of third-party AI-equipped home appliances.
Nojima firmographics
Firmographics- Name
- Nojima
- Legal name
- 株式会社ノジマ
- Website
- https://nojima.co.jp
- Company type
- Public
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Nojima Corporation (株式会社ノジマ, TSE: 7419) is a Japanese consumer electronics retailer operating 200+ stores across the Kanto region, plus an MVNO, e-commerce, and acquired businesses in mobile retail, PC manufacturing (VAIO), and home appliances (Hitachi GLS). It serves individual consumers with electronics, mobile, and appliance products under a no-manufacturer-sales-staff retail model.
- Ownership category
- akta.pro rank
Nojima industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (44921), Telecommunications Resellers and Agents for Wireless Telecommunication Services (51712)
- SIC
- Retail-Radio, Tv & Consumer Electronics Stores (5731), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Off-Price Small Appliances & Home Electronics Retail (CRAEACAH)
- akta.pro secondary industries
- Mobile Virtual Network Enablers & Full MVNO Operators (HDAIAAAC), Used Small Home Appliances Retail (CRAIANAG)
Keywords
Where Nojima is headquartered
LocationHeadquarters
- HQ city
- Yokohama-shi
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
Nojima business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Electronics Retail Sales: Core revenue from selling consumer electronics and home appliances through physical retail stores and online channels across the Kanto region of Japan.
- Mobile Carrier Services: Nojima operates as a mobile virtual network operator offering Y!mobile services through its retail presence, earning commissions on mobile subscriptions.
- M&A-driven Diversification: The company is expanding into satellite TV channels, PC manufacturing (VAIO), and home appliances through acquisitions, diversifying revenue streams beyond traditional retail.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | New graduate starting salary increased to a maximum of ¥400,000 per month |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Nojima product offering
Product offeringCore offering
Nojima operates a chain of consumer electronics and home appliance retail stores primarily across Japan's Kanto region, selling digital electronics, home appliances, and smartphones. The company provides complementary services including mobile carrier shop operations (au, SoftBank, UQ, Y!mobile), MVNO services under nojima mobile YM, trade-in and buyback programs, extended warranties, repair services, internet services through Nifty, and an online store with nationwide delivery.
Product overview
Nojima Corporation is a Japanese consumer electronics retail company operating over 200 physical stores primarily in the Kanto region, plus a nationwide e-commerce platform (ノジマオンライン). The product portfolio centers on the core electronics retail business supplemented by proprietary services: ノジマスーパーポイント and モバイルポイント会員 loyalty programs, 下取りチェッカー trade-in service, and スマホ買取 smartphone buyback. The company offers MVNO mobile services through nojima mobile YM (Y!mobile), and provides extended warranty, repair, and remote support services. Through acquisitions, Nojima has expanded into internet services (ニフティ/Nifty) and PC manufacturing (VAIO). The company also operates 家电小ネタ帳 as an informational blog and sells private brand products under the Elsnic label. Recent strategic expansion includes M&A activity targeting ¥200-300 billion per deal to reach ¥3 trillion in sales.
Differentiator
Problem solved
Functional benefit
Brands
- VAIO: PC brand acquired from Japan Industrial Partners in 2025
- Elsonic (エルソニック)
Products and services
- Nojima Electronics Retail Stores
- Nojima Online (ノジマオンライン)
- nojima mobile YM (ワイモバイル MVNO)
- Trade-in Checker (下取りチェッカー)
- Smartphone Buyback (スマホ買取)
- Extended Warranty and Repair Services
- Remote Support Service
- Nifty Internet Services (ノジマチーム ニフティサービス)
- Elsonic (エルソニック) Private Brand
- Mobile Carrier Shop Operations
Quantifiable outcome
- Over 100 million cumulative visitors to '家电小ネタ帳' (home appliance knowledge blog)
- +1 more outcomes
Companies that use Nojima
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
Nojima technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability3 records
Feature1 record
Nojima partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Hitachi, Ltd.coreHitachi announced a strategic partnership with Nojima for its home appliance business as part of Hitachi's strategic restructuring. Nojima is acquiring Hitachi's consumer appliances unit (Hitachi Global Life Solutions) for ¥110 billion.
- Hitachi Global Life Solutions (Hitachi GLS)coreNojima agreed to acquire an 80.1% stake in a newly established entity inheriting Hitachi's home appliance business (Hitachi Global Life Solutions) for approximately ¥110 billion. Hitachi GLS retains a 19.9% stake in the new entity. The transaction is expected to close in fiscal year 2027 pending regulatory approvals, part of Hitachi's 'Inspire 2027' management plan restructuring.
- Arcelik A.S.minorSeparately, Arcelik A.S. agreed to sell its 60% stake in the Arcelik Hitachi joint venture back to Hitachi GLS for $205 million in cash plus an additional $56 million in deferred payments, as part of the restructuring related to the Nojima-Hitachi transaction.
- Vaio CorporationcoreNojima acquired a 91.4% stake in Vaio Corporation (formerly a Sony brand, spun off in 2014 to Japan Industrial Partners Inc.) in 2025. Sony retains a 4.7% stake and intellectual property rights for the brand. Vaio manufactures five FS series notebook models with Intel processors and Windows 11, sold online in Japan, the U.S., China, India, Brazil, and other countries.
- ITOCHU CorporationcoreNojima acquired CONEXIO Corp. from ITOCHU Corporation for ¥85.5 billion in what was the largest transaction in the Japanese mobile phone sector since 2005. The deal strengthened Nojima's position in mobile retail while allowing ITOCHU to divest its non-strategic business.
- Houlihan LokeyminorHoulihan Lokey advised Nojima Corp. in acquiring CONEXIO Corp. from ITOCHU for ¥85.5 billion, acting as financial advisor for the transaction.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Nojima competitors and assessment
Company assessmentBroad incumbents
- Best Buy: U.S. consumer electronics specialty retailer with similar omnichannel model (physical stores + e-commerce + Geek Squad support services + trade-in programs). Comparable business model and category focus, but operating in the U.S. market rather than Japan; useful as a strategic comp for Nojima's services-led retail evolution.
- Amazon Japan: Largest e-commerce platform in Japan selling consumer electronics, home appliances, and mobile devices with nationwide delivery. Comparable as a competing consumer electronics retail channel; differs in lacking physical retail depth and being pure e-commerce, but increasingly competes with Nojima Online for share of wallet.
- Rakuten Mobile: Mobile network operator and broader e-commerce/telecom conglomerate with significant consumer reach in Japan. Comparable as a competing mobile service channel that Nojima distributes against through its MVNO and carrier shop operations, and adjacent as both compete for consumer electronics and digital services wallet share.
Emerging players
- Hitachi Global Life Solutions: Hitachi's home appliance subsidiary, of which Nojima is acquiring 80.1% in 2026. Comparable as a Japanese home appliance manufacturer (refrigerators, washing machines, air conditioners) competing in the same product categories Nojima retails; post-acquisition it becomes a subsidiary but is currently an independent peer.
- VAIO Corporation: Japanese PC manufacturer now majority-owned by Nojima (91.4% acquired 2025). Comparable as a Japanese consumer electronics brand with direct-to-consumer and B2B PC sales; Nojima's ownership makes it both peer and subsidiary, but VAIO operates independently in PC design and global distribution (U.S., China, India, Brazil).
Direct peers
- Edion: Japanese consumer electronics and home appliance retail chain operating multiple regional banners across Japan. Comparable mid-tier electronics retailer serving similar consumer demographic, with overlapping product mix and mobile carrier shop presence; Nojima has stronger Kanto density while Edion is more nationally diversified.
- Joshin Denki: Japanese consumer electronics retailer with stores primarily in Kansai and other regions. Comparable electronics/home appliance retail business with overlapping product categories, extended warranty services, and mobile carrier partnerships.
- Yamada Holdings: Japan's largest consumer electronics retailer by revenue, operating Denki (K's Denki, Labi) chains nationwide plus housing and financial services. Directly comparable to Nojima in core electronics/appliance retail, but with national scale, broader format mix, and stronger housing/renewable energy adjacencies.
- Bic Camera: Major Japanese consumer electronics and home appliance retailer with national presence, including Bic Camera and Kojima stores. Directly comparable on electronics/appliance retail, mobile carrier shop operations, and e-commerce; competes head-to-head with Nojima in Kanto.
- Yodobashi Holdings: Large-format consumer electronics and home appliance retailer in Japan, with major stores in Kanto (Tokyo, Yokohama) and other regions. Directly comparable big-box retail format, sells overlapping product categories, and competes in MVNO distribution through Y!mobile and other carrier partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Nojima social profiles
Digital presenceNojima financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nojima leadership team
Management profileNumber of profiles
Profiles1 record
Nojima subsidiaries and ownership
Company hierarchySubsidiaries4 records
Nojima funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nojima M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nojima
What does Nojima do?
Nojima operates a chain of consumer electronics and home appliance retail stores primarily across Japan's Kanto region, selling digital electronics, home appliances, and smartphones. The company provides complementary services including mobile carrier shop operations (au, SoftBank, UQ, Y!mobile), MVNO services under nojima mobile YM, trade-in and buyback programs, extended warranties, repair services, internet services through Nifty, and an online store with nationwide delivery.
Is Nojima a public or private company?
Nojima is a public company. It is classified as public and is currently operating.
When was Nojima founded?
Nojima was founded in 1963. It employs 5,001 to 10,000 people.
Where is Nojima based?
Nojima is headquartered in Yokohama-shi, Japan, in the Asia region.
How does Nojima make money?
Three revenue lines are on record. Electronics Retail Sales are the primary driver. The others are mobile Carrier Services and M&A-driven Diversification.
Who are Nojima's main competitors?
Broad incumbents on record are Best Buy, Amazon Japan and Rakuten Mobile. Emerging players are Hitachi Global Life Solutions and VAIO Corporation. Direct peers are Edion, Joshin Denki, Yamada Holdings, Bic Camera and Yodobashi Holdings.
Does Nojima have an API?
No public API is recorded for Nojima.
What industry is Nojima in?
Nojima's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRAEACAH, Off-Price Small Appliances & Home Electronics Retail, with a secondary code of HDAIAAAC, Mobile Virtual Network Enablers & Full MVNO Operators. Its NAICS code is 449 and its SIC code is 5731.