Rethink
Rethink (株式会社rethink) operates ENEU, a Japan-focused direct-to-consumer brand designing seamless nursing bras, postpartum apparel, and breast-care undergarments for pregnant women, nursing mothers, and post-weaning women, sold exclusively via its owned Shopify store.
- Company typePrivate
- Founded2016
- HeadquartersSetagaya, Japan
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rethink does
Rethink Co., Ltd. (株式会社rethink) operates ENEU (エニュー), a Japanese direct-to-consumer maternity and postpartum apparel brand headquartered in Setagaya, Tokyo. The company designs and sells a focused product line of nursing and postpartum body-care apparel — including a design-registered nursing bralette (Mirai/PLUS+), seamless nursing bras, a nursing camisole, a nursing sports bra, a post-weaning wire-free bra, jogger pants, seamless shorts, a pleated nursing dress, a canvas tote, and digital gift cards — targeted at pregnant women, nursing mothers, and post-weaning women in Japan.
The underlying product technology centers on seamless knitting construction, Intertek-certified materials, FDA-compliant silicone components for infant-safe nursing access, and a proprietary three-layer leak-prevention structure (absorbent quick-dry fabric, absorbent pad, waterproof layer) rated to absorb up to 30ml of breast milk per side, eliminating disposable nursing pads. The flagship nursing bralette design was registered as an industrial design in Japan on November 7, 2024 (Reiwa 6).
Revenue is generated entirely through one-time direct e-commerce sales via a Shopify-powered storefront at eneu-jp.store, with no subscription component and no third-party retail distribution. Products are priced between ¥1,200 (seamless shorts) and ¥8,200 (pleated dress), with bulk discounts (5% off 2 items, 10% off 3 items) and free domestic shipping above ¥10,000. The brand also sells ¥5,000–¥20,000 digital e-gift cards. Customer acquisition is community-driven, relying on Instagram (@eneu_jp), an educational blog on postpartum breast care, bi-weekly Instagram Live sessions, and a LINE official account offering a ¥500 coupon; crowdfunding via Makuake and a physical pop-up at Ebisu Garden Place (August 2025) supplement reach. The founder, Brand Director Tsurumi Hiroko (鶴見寛子), launched the brand after personal postpartum experiences in New York, drawing on a 70-year family heritage in intimate apparel manufacturing. The company is privately held with no disclosed external investors, funding rounds, or headcount.
Rethink firmographics
Firmographics- Name
- Rethink
- Legal name
- 株式会社rethink
- Website
- https://eneu-jp.store
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Short description
- Rethink (株式会社rethink) operates ENEU, a Japan-focused direct-to-consumer brand designing seamless nursing bras, postpartum apparel, and breast-care undergarments for pregnant women, nursing mothers, and post-weaning women, sold exclusively via its owned Shopify store.
- Ownership category
- akta.pro rank
Rethink industry classification
Industry- Product category
- Maternity and Postpartum Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Maternity & Nursing Intimates (CRAAAIAH)
- akta.pro secondary industries
- Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL), Postpartum Feminine Care (CRABAIAL), Bras & Bralettes (CRAAAIAA), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Athletic / Performance & Activewear Brands (CRAAAAAD)
Keywords
Where Rethink is headquartered
LocationHeadquarters
- HQ city
- Setagaya
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Rethink business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales: Direct e-commerce sales of apparel products including nursing bras, seamless underwear, jogger pants, and nursing wear. Products are sold as one-time purchases with no subscription component.
- E-Gift Cards: Digital gift cards sold in denominations of ¥5,000, ¥10,000, ¥15,000, and ¥20,000 for gifting purposes such as baby gifts and birthdays.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Nursing Bralette (PLUS+) |
| One time/ perpetual license | Pay-as-you-go | Seamless Nursing Bra |
| One time/ perpetual license | Pay-as-you-go | Seamless Nursing Camisole |
| One time/ perpetual license | Pay-as-you-go | Nursing Sports Bra |
| One time/ perpetual license | Pay-as-you-go | Seamless Shorts |
| One time/ perpetual license | Pay-as-you-go | Jogger Pants |
| One time/ perpetual license | Pay-as-you-go | Pleated Dress |
| One time/ perpetual license | Pay-as-you-go | Post-Weaning Wire-Free Bra |
| One time/ perpetual license | Pay-as-you-go | Canvas Tote Bag |
| One time/ perpetual license | Pay-as-you-go | E-Gift Cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Rethink product offering
Product offeringCore offering
Rethink, operating as the ENEU brand, designs and sells maternity and postpartum functional apparel directly to Japanese consumers via its own e-commerce store. The product line centers on nursing bras and tops (including the design-registered PLUS+ bralette with built-in 30ml leak prevention), seamless nursing camisoles, nursing sports bras, post-weaning wire-free shaping bras, alongside complementary apparel such as jogger pants, seamless shorts, and pleated nursing dresses. The brand combines breast-care engineering with fashion styling for pregnant, nursing, and post-weaning mothers, supported by educational content marketing.
Product overview
ENEU (エニュー) is a maternity and postpartum fashion brand that offers a focused product line of nursing and body care apparel for mothers. The core product portfolio centers on specialized nursing bras and tops (nursing bra top PLUS+, seamless nursing bra, seamless nursing camisole, nursing sports bra), postpartum body care products (post-weaning wireless bra), and versatile everyday items (jogger pants, seamless shorts, pleated dress). The brand positions itself as supporting mothers through the complete pregnancy-to-post-weaning journey with items designed for both functionality (nursing, breast care, body support) and fashion (stylish designs that don't look like typical nursing wear). The product ecosystem includes complementary accessories (tote bag) and digital gift cards. All products are designed for mothers from pregnancy through nursing and post-weaning periods, with emphasis on breast care and body support throughout life stage changes.
Differentiator
Problem solved
Functional benefit
Products and services
- New Nursing Bra Top (PLUS+) — NEW 授乳ブラトップ (PLUS+)
- Seamless Nursing Bra (Strap-Open) — シームレス授乳ブラ
- Seamless Nursing Camisole — シームレス授乳キャミソール
- Nursing Sports Bra — 授乳スポーツブラ
- Post-Weaning Wire-Free Bra (Bust Collapse Prevention) — 卒乳後専用ノンワイヤーブラ
- Quick-Dry Pleated Dress with Nursing Opening — 速乾 産前産後対応授乳口付きプリーツワンピース
- Jogger Pants — ジョガーパンツ
- Seamless Shorts (Regular) — シームレスショーツ(レギュラー)
- E-Gift Card — Eギフトカード
- ENEU Logo Canvas Tote (S) Natural — ロゴ入りキャンパストート
Quantifiable outcome
- Over 83% of surveyed nursing mothers report breast concerns post-weaning, validating the market need ENEU addresses.
- +1 more outcomes
Companies that use Rethink
Customer profileSegments2 records
Ideal customer profiles2 records
Rethink technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rethink partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Rethink competitors and assessment
Company assessmentBroad incumbents
- Wacoal: Japan's largest women's intimates manufacturer with extensive brand portfolio and retail distribution. Overlaps with ENEU in nursing bras and postpartum bras but operates as a broad incumbent across all women's intimates categories.
- Uniqlo (Fast Retailing): Global fast-fashion apparel giant with a Maternity line offering nursing-friendly basics. Competes with ENEU on price-sensitive maternity apparel and postpartum wear, though without ENEU's specialized breast care focus.
- Mothercare: Established global maternity and baby products retailer offering nursing wear, maternity bras, and postpartum apparel. Comparable on category breadth though lacks ENEU's focused breast-care/anti-sagging positioning.
- Triumph International Japan: Major global intimates brand with significant Japanese market presence across bras, shapewear, and nursing products. Competes with ENEU in nursing bras but offers a much wider portfolio and broader retail distribution.
Emerging players
- Medela: Global leader in breastfeeding accessories (pumps, nursing pads, bras) with strong brand recognition among nursing mothers. Adjacent competitor as Medela sells nursing bras and breast care accessories overlapping with ENEU's postpartum value proposition.
Direct peers
- Sweet Mommy: Japanese maternity fashion brand offering nursing bras, maternity wear, and postpartum apparel through DTC e-commerce. Most directly comparable peer given shared Japanese market focus, nursing-function apparel positioning, and similar product categories.
- Hakka Baby: Japanese maternity and nursing wear brand offering functional nursing bras and apparel through DTC channels. Direct competitor in the Japanese postpartum market with similar nursing-functional product positioning.
- Bravado Designs: Specialist nursing and maternity bra brand (subsidiary of Medela) selling wireless, seamless nursing bras through DTC channels. Directly comparable in product focus on nursing bras and seamless construction, though serving North American/European markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rethink social profiles
Digital presenceRethink financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rethink leadership team
Management profileNumber of profiles
Profiles1 record
Rethink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rethink M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rethink
What does Rethink do?
Rethink, operating as the ENEU brand, designs and sells maternity and postpartum functional apparel directly to Japanese consumers via its own e-commerce store. The product line centers on nursing bras and tops (including the design-registered PLUS+ bralette with built-in 30ml leak prevention), seamless nursing camisoles, nursing sports bras, post-weaning wire-free shaping bras, alongside complementary apparel such as jogger pants, seamless shorts, and pleated nursing dresses. The brand combines breast-care engineering with fashion styling for pregnant, nursing, and post-weaning mothers, supported by educational content marketing.
Is Rethink a public or private company?
Rethink is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rethink founded?
Rethink was founded in 2016.
Where is Rethink based?
Rethink is headquartered in Setagaya, Japan, in the Asia region.
How does Rethink make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are E-Gift Cards.
Who are Rethink's main competitors?
Broad incumbents on record are Wacoal, Uniqlo (Fast Retailing), Mothercare and Triumph International Japan. Medela is listed as an emerging player. Direct peers are Sweet Mommy, Hakka Baby and Bravado Designs.
Does Rethink have an API?
No public API is recorded for Rethink.
What industry is Rethink in?
Rethink's product category is Maternity and Postpartum Apparel. Its primary akta.pro industry code is CRAAAIAH, Maternity & Nursing Intimates, with a secondary code of CRAAAHAL, Maternity & Nursing Wear (Moms-to-be). Its NAICS code is 315 and its SIC code is 2340.