What Fuji does

Fuji Co., Ltd. (富士株式会社) is a Japanese towel planning and product company headquartered in Minoh City, Osaka, with a satellite office opened in Fukuoka in 2023. Founded in 1954 as Inoki-shoten and incorporated as Fuji Towel Co., Ltd. in 1965 (renamed to FUJI CO., LTD. in 1976), the company operates as a family-owned, privately held business led since 2002 by President and CEO Shunsuke Inoki. Its core activity is planning, designing, and selling custom and original towels, functioning as a B2B coordinator between wholesale distributors and a network of 50+ production partner factories in Japan (Imabari, Senshu) and China. Over 50 years it has executed more than 200,000 custom projects.

The product portfolio spans three lines: (1) Fuji Original towels featuring Made-in-Japan craftsmanship with functional products such as GOKU KYUSUI super-absorbent towels, RESCUE flame-resistant towels, UTOUTO organic cotton gauze, and SENTO towels; (2) ODM/OEM custom towels using proprietary weaving techniques (ORIHIME, AYAHIME, BISHAMON, IRODORI jacquards) and printing methods (sublimation transfer, dye, pigment, DTF), with patented BISHAMON photo-realistic weaving licensed from Iyoya Towel Co., Ltd.; and (3) a sustainable line including REPAC recycled-milk-carton gauze, organic cotton, and LifE upcycled hotel towels. Fuji was the first company in Japan to develop organic cotton towels (1995).

The business model is quote-based B2B sales to wholesale distributors and enterprise customers nationwide, with OEM minimums starting at 100 pieces, an in-house design subsidiary (cinq.F Co., Ltd., est. 2015), and a direct-to-consumer webstore (Loisiraise) added in 2021. Go-to-market relies on a sales team covering Hokkaido to Okinawa, annual themed exhibitions at headquarters (HOKUSETSU 2024, COLLAGE 2025, TIMELESS JOURNEY 2026), participation in trade events such as Gift Show, and a corporate inquiry website. The company is debt-free with a 97% self-capital ratio, ~30 employees, and disclosed revenue of 1.8 billion yen.

Name

Fuji

Legal name

富士株式会社

Website

https://fuji-japan.jp

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Fuji Co., Ltd. is a family-owned Japanese towel planning and distribution company serving B2B enterprise customers nationwide with original, OEM/ODM custom, and sustainable towels through 50+ partner factories and direct sales coverage.

Ownership category

akta.pro rank

Product category

Towel Manufacturing

NAICS

Curtain and Linen Mills (31412), Textile Product Mills (314)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB)

Keywords

• Custom towel manufacturing
• OEM ODM towels
• Organic cotton towels
• Jacquard woven towels
• Sustainable textile products

Headquarters

HQ city

Matsuyama

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Towel Product Sales: Planning and sales of general towel products. Company handles over 1000 types of towels including standard products, custom-made (OEM/ODM), and semi-custom options. Also extends beyond towels to caps and mufflers utilizing textile expertise.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Fuji Co., Ltd. is a Japanese towel planning and product company that designs, manufactures, and distributes original branded towels as well as custom ODM/OEM towels for business customers. It operates over 1,000 towel varieties using proprietary jacquard weaving techniques (ORIHIME, AYAHIME, BISHAMON, IRODORI), multiple printing technologies (sublimation, dye, pigment, DTF), and offers small-lot custom production starting from 100 pieces. The firm also runs a sustainable towel line built around organic cotton and recycled materials, with distribution through nationwide B2B field sales and a consumer e-commerce store.

Product overview

Fuji Co., Ltd. is a towel planning and product company offering two main product lines: (1) Original towels - Fuji-designed and manufactured products featuring Made-in-Japan quality with organic cotton and various functional properties; and (2) ODM/OEM custom towels - bespoke towel manufacturing including jacquard weaving (ORIHIME, AYAHIME, BISHAMON, IRODORI), printing technologies (sublimation transfer, dye print, pigment print), and semi-order services (embroidery, woven labels, DTF printing). The company also operates a sustainable product line featuring Repak recycled gauze, organic cotton, and eco-friendly manufacturing. Key products include RYOFU MIZUWA triple gauze, UTOUTO organic cotton gauze, GOKU KYUSUI super-absorbent towels, RESCUE flame-resistant towels, and SENTO bath towels. All products can be customized through embroidery, woven labels, and printing services, with small-lot production capabilities starting from 100 pieces for jacquard items.

Differentiator

Problem solved

Functional benefit

Brands

• Loisiraise (ロワジール・エゼ): Online web store selling towel products including LifE, UTOUTO, CALATTO, and other branded items.

Products and services

• ORIHIME (織姫)
• AYAHIME (彩姫)
• BISHAMON (美写紋)
• IRODORI (彩り)
• Pigment Print (顔料プリント)
• Embroidery Service (刺繍)
• Woven Label Service (生地ネーム)
• DTF Print (DTFプリント)
• RYOFU MIZUWA (涼風水輪)
• GAFU MONOGATARI (画布物語)
• KAIKO SAIZU (懐古彩図)
• UTOUTO (うとうと)
• GOKU KYUSUI TOWEL (極吸水タオル)
• RESCUE (レスキュー)
• SENTO TOWEL (銭湯タオル)
• HELLO JAPAN FT / SENSYU JACQUARD (ハロージャパン フェイスタオル / 泉州ジャカード)
• REPAC GAUZE (リパクガーゼ)
• LifE (ライフ)
• CUT TOWEL (カットタオル)
• ORGANIC COTTON (オーガニックコットン)
• COCORE (ココレハンカチ)
• Fuji Original Towels (富士オリジナルタオル)
• Sustainable Towels (サステナブルなタオル)

Quantifiable outcome

• First in Japan to develop organic towels
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• KURABO (倉敷紡績)coreStrategic or Co-development Partner · 1 January 2017KURABO and Imabari origin factory jointly developed special thread (No. 525). This thread was used in original product '奏-sou-' launched at 2017 exhibition.
• cinq.F Co., Ltd. (株式会社サンク・エフ)coreStrategic or Co-development Partner · 1 January 2015Design planning company established in 2015 to enhance product planning capabilities. Wholly-owned subsidiary of Fuji Co., Ltd. for design and creative services.
• 伊予屋タオル株式会社 (Iyoya Towel Co., Ltd.)coreTechnology or IntegrationPatent holder for BISHAMON product technology. Fuji Co., Ltd. is the authorized sales distributor for this proprietary jacquard weaving technology that allows photo-realistic designs in towels.

Scale indicators6 records

Recent moves13 records

Expansion highlights6 records

Broad incumbents

• Trident Group: Indian vertically-integrated home textile manufacturer producing towels, yarn, and paper. Comparable as a global towel incumbent competing on scale and cost in hospitality and retail channels.
• WestPoint Home LLC: One of the largest US-based towel manufacturers and importers, offering branded and private-label towels across mass and premium channels. Comparable as a broad incumbent in the custom/private-label towel space, though at significantly larger scale and lower price points.
• Welspun India Limited: India-headquartered global home textile giant and one of the world's largest towel manufacturers, serving global retail and hospitality chains. Comparable as a large-scale towel producer competing for global B2B custom and hotel/hospitality contracts.
• KURABO Industries Ltd. (倉敷紡績株式会社): Large Japanese textile conglomerate listed on TYO with diversified operations across fibers, textiles, and industrial materials. Fuji's strategic partner for special thread No.525 development. Comparable as a broad Japanese textile incumbent that also serves the towel/technical textile space.

Direct peers

• Shima Towel Co., Ltd. Japanese towel manufacturer with production in Imabari region, offering custom OEM towels and branded consumer products. Comparable as a Japanese towel maker serving similar B2B custom and retail channels.
• Konishi Towel (小西タオル): Imabari-based Japanese towel manufacturer with heritage dating back to 1934, specializing in high-quality cotton towels and custom OEM work. Comparable as a long-established Japanese towel maker serving both consumer and B2B custom markets.
• Hamamonyo Co., Ltd. (濱文織株式会社): Yokohama-based Japanese textile company producing tenugui and towels with focus on traditional dyeing techniques and custom printed textile products. Comparable in the Japanese custom textile/OEM segment with similar small-batch production capabilities.
• Iyoya Towel Co., Ltd. (伊予屋タオル株式会社): Imabari-based Japanese jacquard towel manufacturer and Fuji's BISHAMON patent partner. Directly comparable as a Japan-made jacquard/photographic weaving towel producer serving similar B2B custom OEM markets.
• Uchino Co., Ltd. (内野株式会社): Premium Japanese towel and home textile brand headquartered in Tokyo, offering Made-in-Japan towels with focus on Imabari production and gift market. Directly comparable as a Japanese premium towel planning/sales company with strong brand recognition and consumer distribution.

Emerging players

• Terai Towel Co., Ltd. Japanese towel manufacturer specializing in Imabari-sourced organic cotton towels with focus on sustainability and direct-to-consumer channels. Comparable as a small-scale Japanese towel maker with organic/sustainable positioning similar to Fuji's premium lines.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Fuji