Nojima

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.

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

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

• Consumer electronics retail
• Home appliance sales
• Mobile carrier services
• Retail chain stores
• Trade-in services

Headquarters

HQ city

Yokohama-shi

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Mobile Carrier Services: Nojima operates as a mobile virtual network operator offering Y!mobile services through its retail presence, earning commissions on mobile subscriptions.
3. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Hitachi, Ltd.coreStrategic or Co-development Partner · 27 April 2026Hitachi 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)coreStrategic or Co-development Partner · 21 April 2026Nojima 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.minorStrategic or Co-development Partner · 21 April 2026Separately, 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 CorporationcoreStrategic or Co-development Partner · 1 January 2025Nojima 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 CorporationcoreStrategic or Co-development Partner · 9 February 2023Nojima 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 LokeyminorImplementation/ SI/ Consulting Partner · 9 February 2023Houlihan 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

Broad 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

• Xx.com/nojima_official
• YouTubeyoutube.com/@nojima-official
• Facebookfacebook.com/nojima.official
• Instagraminstagram.com/nojima.official
• TikToktiktok.com/@nojima_official
• LinkedInlinkedin.com/company/nojima-co-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nojima