What Fuji Corporation does

Fuji Corporation is a Japanese specialty retailer focused on tires, wheels, automotive parts, and accessories, founded in 1971 and headquartered in Sendai, Miyagi Prefecture. The company operates a hybrid distribution model combining a nationwide chain of company-owned physical retail stores, a proprietary e-commerce platform at fujicorporation.com, an official store on the Rakuten marketplace, and an installation partner network anchored by Usami SS service stations and independent Fuji Cooperation Stores (取付協力店). Fuji serves individual vehicle owners, automotive enthusiasts seeking wheel customization, and corporate fleet customers, stocking major third-party tire brands (Bridgestone, Dunlop, Yokohama, Michelin, Pirelli, Continental, Gripmax) alongside its own MSW proprietary aluminum wheel line co-developed with Italian manufacturer OZ Racing.

The company's core technology stack centers on two customer-facing tools: a "My Car Registration" system that filters products by specific make, model, year, and grade to ensure compatibility, and a "Wheel Fitting Room" visualization tool that simulates on-car appearance before purchase. A customer-contributed photo gallery ("My Car Dress-up Photo") provides social proof and discovery support. Supporting services include tire puncture warranty coverage, nitrogen gas tire filling, installment payment options, and a dedicated Tire Column educational content property. In 2018 Fuji diversified into a separate wine and foods import business under the WINE SHOP FUJI brand, applying supply-chain expertise developed through tire imports.

Revenue is generated predominantly through one-time unit-priced product sales of tires, wheels, and tire-wheel sets, with installation services priced per fitting through partner networks. Pricing varies materially by brand and specification: MSW proprietary wheels range from approximately ¥37,000 to ¥61,000 per wheel, and passenger tires typically ¥5,000 to ¥20,000 each. No revenue figures, headcount data, or ownership structure were disclosed in the source material, and the company operates as a privately held corporation with no parent company or institutional investors identified.

Name

Fuji Corporation

Legal name

Fuji Corporation, Ltd.

Website

https://fujicorporation.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

251–500 employees

Short description

Fuji Corporation is a Sendai-headquartered, privately held Japanese specialty retailer founded in 1971 that sells tires, wheels, and automotive parts online, in nationwide retail stores, and via the Rakuten marketplace. It serves individual vehicle owners, corporate fleets, and automotive enthusiasts across Japan, supplemented by a separate imported wine and foods business.

Ownership category

akta.pro rank

Product category

Tire and Wheel Retail

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

Keywords

• Tire retail
• Wheel sales
• Automotive parts
• Aluminum wheels
• Tire installation

Headquarters

HQ city

Miyagi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: Retail sale of summer tires, studless tires (winter), and all-season tires from various manufacturers including Bridgestone, Dunlop, Yokohama, Michelin, Pirelli, Continental, and others. Products sold both as individual tires and in sets.
2. Wheel Sales: Sale of aluminum wheels including proprietary MSW brand and other major brands. Wheels sold individually or as tire-wheel combination sets.
3. Tire-Wheel Sets: Pre-configured tire and wheel combination packages offered for customer convenience with matched compatibility
4. Installation Services: Tire installation services through partner networks and cooperation stores
5. Car Parts and Accessories: Sale of automotive parts, accessories, and related goods including emergency kits, tire chains, and other car care products

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Fuji Corporation is a Japanese specialty retailer that sells tires (summer, studless/winter, and all-season) and aluminum wheels through its own e-commerce platform (fujicorporation.com) and nationwide physical stores, including the proprietary MSW wheel brand manufactured in partnership with OZ Racing. The company also sells automotive parts/accessories and offers tire-and-wheel pre-matched sets, with installation handled through its Usami SS and Fuji Cooperation Store partner networks.

Product overview

Fuji Corporation is a Japanese specialty tire and wheel retailer operating primarily as an e-commerce platform (Fuji Corporation Net Shopping) and physical retail stores. The company sells a comprehensive range of automotive products including tires (summer, studless/winter, and all-season tires), aluminum wheels, tire-and-wheel sets, and car parts. Fuji Corporation carries multiple third-party tire brands such as Bridgestone, Dunlop, Yokohama, Michelin, Pirelli, Continental, and Gripmax. The company also offers its own private-label wheel brand called MSW (MSW by OZ Racing/Fuji Original), sold exclusively through Fuji Corporation stores and online. In addition to automotive products, Fuji Corporation operates a separate wine and foods business (WINE SHOP FUJI/Fuji Liquor and Foods). The core business model combines online retail with brick-and-mortar store presence, offering tire fitting services through partner installation shops. Key services include wheel fitting room visualization tools, car dress-up photo galleries, tire insurance, and installment payment options. The company maintains a tire column educational resource and supports multiple payment methods including Rakuten Pay and convenience store payments.

Differentiator

Problem solved

Functional benefit

Brands

• MSW (Mitsubishi Steel Works): フジオリジナルホイールブランド。MSW by OZ RacingとしてOEM製造され、フィアット、アルファロメオ向けホイールをbella取得。15インチから24インチまでラインナップ。

Products and services

• Summer Tires (サマータイヤ) Seasonal tires designed for dry and wet road conditions in warmer months, available from multiple manufacturers including Bridgestone, Dunlop, Yokohama, and Michelin; sold individually or in sets to Japanese vehicle owners.
• Studless Winter Tires (スタッドレスタイヤ)
• All-Season Tires (オールシーズンタイヤ)
• Aluminum Wheels (ホイール)
• Tire and Wheel Sets (タイヤ・ホイールセット)
• MSW Proprietary Wheel Brand (MSW by OZ Racing) Fuji Corporation's exclusive private-label aluminum wheel brand manufactured by OZ Racing, including multiple wheel models (MSW 27, 27T, 29, 31, 32, 37T, 40, 41, 42, 43, 44, 47, 48, 49, 50, 51, 52, 53, 60, 71, 73, 74, 75, 78, 80, 82, and MSW X4) in sizes from 15 to 24 inches, available only through Fuji Corporation.
• Car Parts and Accessories (カーパーツ)
• Installation Partner Shop Service (取付協力店サービス)
• Tire Puncture Warranty (タイヤパンク保証)
• Nitrogen Gas Filling Service (窒素ガス充填サービス)
• Wine Shop Fuji / Imported Wine and Foods (WINE SHOP FUJI) Separate business division offering imported wines and food products, leveraging Fuji Corporation's existing imported goods procurement capabilities from its tire import operations.

Quantifiable outcome

• Over 50 years of continuous operation in tire and wheel specialty retail
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and major.

• OZ RacingcoreStrategic or Co-development PartnerStrategic partnership with OZ Racing for development and exclusive distribution of MSW brand wheels. Fuji Corporation collaborates with OZ Racing to design and produce proprietary aluminum wheel models available exclusively through Fuji stores and website.
• Usami SS (宇佐美SS)majorChannel Partner/ Reseller/ DistributorInstallation service partnership allowing customers to purchase tires online through Fuji and receive professional installation at Usami service stations across Japan.
• RakutenmajorGTM or Marketing PartnerMarketplace partnership for product distribution through Rakuten platform. Fuji Corporation operates official store on Rakuten and sponsors Rakuten Eagles baseball team.
• Tire Manufacturers (Bridgestone, Dunlop, Yokohama, Michelin, Pirelli, Continental, etc.)coreTechnology or IntegrationDistribution partnerships with major global and Japanese tire manufacturers to offer wide product range including Bridgestone, Dunlop, Yokohama, Michelin, Pirelli, Continental, Gripmax, and other brands.
• Fuji Cooperation Stores (取付協力店)majorChannel Partner/ Reseller/ DistributorNetwork of independent automotive service shops that partner with Fuji to provide tire installation services for online and store customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Yokohama Rubber Company: Yokohama Rubber is a major global tire manufacturer and one of Fuji's key suppliers. Its tire business competes for the same consumer tire demand, and like Bridgestone, it operates retail channels that could expand into direct competition with Fuji.
• Michelin: Michelin is a global tire manufacturer and operates tire retail networks in many markets. As a Fuji supplier, Michelin represents the broad incumbent category where the manufacturer could increasingly bypass retailers via direct-to-consumer strategies.
• Bridgestone Corporation: Bridgestone is the world's largest tire manufacturer and operates its own retail networks globally. As a major Fuji supplier, Bridgestone represents the broad incumbent with potential to compete via direct-to-consumer channels that could disrupt Fuji's multi-brand retail model.

Direct peers

• WORK Wheels: WORK Wheels is a Japanese aftermarket wheel manufacturer specializing in performance and styling wheels, similar to Fuji's MSW brand positioning. It competes for the same enthusiast customer base seeking exclusive aftermarket wheel designs.
• Autobacs Seven: Autobacs Seven is Japan's largest automotive aftermarket retailer with nationwide Super Autobacs stores. It competes directly with Fuji in tire and wheel sales while offering a broader automotive parts assortment, making it a primary benchmark for Japanese specialty auto retail scale.
• Yellow Hat: Yellow Hat is one of Japan's largest specialty tire and automotive parts retailers with nationwide store coverage and online sales. Like Fuji, Yellow Hat focuses on tires, wheels, and oil change services, making it a directly comparable competitor in Japan's passenger car aftermarket.
• Tire Rack: Tire Rack is the largest US online tire retailer with a strong digital fitment platform, nationwide distribution, and consumer-direct model. While US-based, its online tire specialist approach, multiple brand selection, and installation partner network closely parallel Fuji's e-commerce strategy.
• Discount Tire: Discount Tire is the largest US independent tire and wheel retailer with nationwide physical stores and online sales. Like Fuji, it specializes in tire and wheel sales with installation services, providing a useful benchmark for scale economics in tire specialty retail.

Emerging players

• Up Garage: Up Garage is a Japanese specialty retailer focused on used and aftermarket automotive parts including wheels and tires. While smaller and more niche than Fuji, it competes for enthusiast customers seeking aftermarket upgrades and customization products.

Others

• OZ Racing: OZ Racing is an Italian performance wheel manufacturer that co-produces Fuji's MSW private-label brand. As Fuji's strategic wheel development partner, OZ Racing operates adjacent to Fuji in the performance aftermarket wheel category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/fuji_tire
• YouTubeyoutube.com/channel/UCE0WN0JvXYoa11AHSJzpmHg/featured
• Facebookfacebook.com/fujicorporation
• Instagraminstagram.com/fujicorporation

Revenue estimate

Valuation estimate

Number of profiles

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 Corporation