Caterpy

What Caterpy does

CATERPY is a Japanese consumer products brand operated by Twins Corporation (株式会社ツインズ), specializing in elastic no-tie shoelaces and tension-variable sports laces. Founded in 2012 by Takashi Kajihara after observing his child's difficulty with traditional laces, the company develops and manufactures proprietary footwear-fastening technology — most notably a cob-shaped protrusion design that locks laces into shoe eyelets without tying, and Patent 6425364 covering a tension-variable braided cord structure used in the MAGICLACE product line. All shoelace manufacturing is performed domestically at a self-owned facility in Tsubame-Sanjo, Niigata Prefecture, with product lines including CATERPY (standard), AIR CATERPY (slim fashion), CATERPY RUN+/AIR+ (performance), CATERPY GOLF, and MAGICLACE 1.0/2.0 (sport-specific tension-variable). Adjacent products include the CARE WAVE portable EMS recovery device, Running Stabilizer belt, smartphone straps, and eyewear cords.

CATERPY monetizes through a hybrid go-to-market model. Direct-to-consumer revenue flows via caterpy.com plus marketplace storefronts on Amazon Japan, Rakuten, and Yahoo! Shopping; offline retail distribution covers 338 stores across all 47 Japanese prefectures, including ABC-MART chains and sports specialty retailers. OEM/technology licensing arrangements with established brands — ASICS (triathlon running shoes, partnership established February 2020), ATHLETA, Columbia Sportswear Japan (Hudson Rain waterproof shoes), and Achilles (MEDIFOAM recovery shoes) — embed CATERPY technology directly into branded products. Additional revenue comes from corporate/team custom orders (logo printing, custom colors, small-lot production) and the CARE WAVE EMS device line. Pricing is unit-based at ¥980–¥1,100 per lace pair and ¥2,980–¥3,480 for EMS bundles.

The company is privately held, has 1–10 employees, is headquartered in Funabashi, Chiba, with manufacturing in Niigata and a customer service center in Kamo, Niigata. Cumulative brand sales exceed 9 million units across 20+ countries since 2012, with international presence anchored by country-specific websites (caterpy.us, caterpy.eu, caterpy.com.au, caterpykr.com, caterpy.com.tw, caterpyhk.com, caterpy.kz) and a 4.37/5 aggregate review score across 3,695+ reviews on Japanese marketplaces. Marketing is driven by content (blog, YouTube, Instagram), athletic event sponsorships (Chiba Aqualine Marathon, SPORTEC, Tokyo Marathon EXPO, Japan Golf Fair, ISPO Munich), athlete ambassadorships, and partnerships with Japanese sports organizations (Chiba Jets B-League, SC Sagamihara J-League, Kubota Spears).

Name

Caterpy

Legal name

株式会社ツインズ

Website

https://caterpy.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

CATERPY is a Japanese consumer products brand operated by Twins Corporation, manufacturing and selling patented elastic no-tie shoelaces and tension-variable sports laces through DTC e-commerce, Japanese retail networks of 338 stores, and international distribution in 20+ countries, with cumulative sales exceeding 9 million units since 2012.

Ownership category

akta.pro rank

Product category

Athletic Shoelaces and Footwear Accessories

NAICS

Footwear Manufacturing (3162), Footwear Manufacturing (316210)

SIC

Footwear, (No Rubber) (3140)

akta.pro primary industry

Footwear Components & Materials (Uppers, Soles, Laces, Insoles) (CRAAACAK)

Keywords

• No-tie shoelaces
• Elastic shoelaces
• Athletic shoelaces
• Running accessories
• OEM shoelace manufacturing

Headquarters

HQ city

Orlando, FL

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through owned storefront (caterpy.com) and major Japanese e-commerce marketplaces including Amazon, Rakuten, and Yahoo! Shopping. Sales are primarily one-time product purchases with occasional repeat customers.
2. Physical Retail Distribution: Sales through 338 retail stores across 47 Japanese prefectures including sports shops, specialist retailers, and ABC-MART chain stores.
3. OEM/Wholesale to Brands: Technology licensing and OEM production for footwear brands including ASICS and ATHLETA, where CATERPY's technology is integrated into branded shoes.
4. Corporate/Team Orders: Custom logo printing, original colors, and small-lot production for sports teams, corporations, schools, and care facilities. Volume pricing offered for bulk orders.
5. EMS Device Sales: Sales of CARE WAVE portable EMS devices and replacement gel sheets for sports/fitness recovery purposes.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Caterpy designs, manufactures, and sells proprietary no-tie shoelaces and tension-variable sports shoelaces (MAGICLACE) using a patented cob-shaped bump structure that locks into shoe eyelets. The company produces its products in-house at a self-owned factory in Niigata, Japan, and sells them direct-to-consumer online, through Japanese retail chains, and via OEM/technology licensing to major footwear brands such as ASICS, ATHLETA, and Columbia Sportswear.

Product overview

CATERPY is a Japanese no-tie shoelace brand operated by TWINS Corporation, featuring two core technologies: (1) cob-structure no-tie shoelaces (CATERPY, AIR CATERPY, RUN+, AIR+, GOLF variants) that use knob-shaped protrusions to secure shoes without tying, and (2) MAGICLACE tension-variable sports shoelaces (1.0 and 2.0) with patented technology providing different elasticity at different lace sections. The product line extends to sports accessories including the CARE WAVE portable EMS device, running stabilizer belt, replacement hooks, smartphone straps, energy products, and glass cords. All lace products are manufactured in-house in Niigata Prefecture's Tsunagi region (燕三条) with quality control standards.

Differentiator

Problem solved

Functional benefit

Brands

• MAGICLACE: Tension-variable sports shoelaces with patented technology for different elasticity in different parts of the lace

Products and services

• CATERPY (キャタピー) No-Tie Shoelace Standard no-tie shoelace with cob-shaped bumps along the entire lace that catch on shoe eyelets, combined with high elasticity for a secure fit without tying. Available in 50cm/60cm/75cm lengths and 33 color options.
• AIR CATERPY (エアーキャタピー) Slimmer no-tie shoelace with knobs only at both ends and flat center section for a cleaner aesthetic. Suitable for sneakers to running shoes, available in 19 color options.
• CATERPY RUN+ (キャタピーランプラス) Enhanced running version with elastic material mixed into core for improved retention, durability, and ease of threading compared to the original CATERPY.
• CATERPY AIR+ (キャタピーエアープラス) Plus version of AIR with improved elastic core material for enhanced retention and durability while maintaining slim, clean design. Designed for athletic and triathlon applications.
• CATERPY GOLF (キャタピー ゴルフ) Golf-specific no-tie shoelace with varied cob sizes optimized for walking and swing performance, featuring larger cobs at ends and narrower cob spacing in the center for golfers.
• MAGICLACE 1.0 (マジックレース 1.0) Tension-variable sports shoelace with patent technology providing different elasticity at different parts: high stretch at front for toe movement, low stretch at midfoot for hold, medium at knot for secure tying. 4.5mm narrow width.
• MAGICLACE 2.0 (マジックレース 2.0) Enhanced tension-variable sports shoelace with 6mm wide design, grip thread weaving technology for better knot security, available in 95cm, 110cm, and 135cm lengths.
• CARE WAVE Portable EMS Device Portable EMS device combining 1000-6000Hz medium frequency with 20-30Hz low frequency for pre-workout muscle activation and post-workout recovery, with 6 modes and 10 intensity levels. Sold in 2-pad and 3-pad configurations.
• CATERPY Running Stabilizer Belt Running-specific pelvic support belt designed to maintain high-waist running form, with 3% improvement in vertical oscillation and ground contact time demonstrated in user testing.
• CATERPY Glass Cord (Sunglasses Cord) Sunglasses cord featuring cob design that prevents tangling, part of the CATERPY lifestyle accessories line.

Quantifiable outcome

• Research with Tsukuba University demonstrated increased plantar contact area during walking/jogging, improving running economy
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• ASICScoreOEM/ Whitelabel/ Licensing Partner · 18 February 2020ASICS adopted CATERPY AIR+ as original equipment laces in their running shoes, specifically targeting triathlon applications where quick shoe transitions are critical. The partnership validates CATERPY's technology for performance athletic use.
• ATHLETAminorOEM/ Whitelabel/ Licensing PartnerATHLETA incorporates CATERPY's natural motion lace technology in their athletic wear products, providing customers elastic no-tie functionality.
• Chiba Aqualine MarathoncoreStrategic or Co-development PartnerCATERPY serves as Official Sponsor of the Chiba Aqualine Marathon, one of Japan's major marathon events, providing visibility among endurance athletes and participating in race expo activities.
• MyNavi Next Heroine Golf TourminorStrategic or Co-development PartnerCATERPY supports the MyNavi Next Heroine Golf Tour as a supporter, targeting female golfers who benefit from easy-on/off shoe functionality.
• SC Sagamihara (SC相模原)coreStrategic or Co-development PartnerCATERPY supports J-League football club SC Sagamihara, creating custom team-colored products and sponsoring match events. The partnership includes community outreach through school visits and player appearances.
• Chiba Jets Funabashi (千葉ジェッツふなばし)coreStrategic or Co-development PartnerCATERPY supports B-League basketball team Chiba Jets, sharing the same hometown (Funabashi City, Chiba) as parent company Twins Corporation. Joint promotional campaigns and limited-edition products created.
• Kubota Spears (クボタスピアーズ)minorStrategic or Co-development PartnerCATERPY partnered with Top League rugby team Kubota Spears to create custom team-branded shoelaces, leveraging their shared Funabashi headquarters connection.
• Columbia Sportswear JapanminorOEM/ Whitelabel/ Licensing PartnerColumbia's Hudson Rain waterproof shoes feature CATERPY laces, combining waterproof technology with easy-on/off convenience for outdoor activities.
• Achilles (アキレス)minorOEM/ Whitelabel/ Licensing PartnerMEDIFOAM recovery running shoes incorporate CATERPY RUN laces, targeting post-exercise recovery footwear market.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Hickies: Hickies offers a silicone-based elastic lacing system that replaces traditional laces, targeting fashion- and convenience-focused consumers. Comparable to CATERPY AIR as a design-forward elastic lacing alternative with retail partnerships and DTC e-commerce distribution.
• SpeedLaces: SpeedLaces sells elastic no-tie shoelaces targeting runners, triathletes, and casual wearers, directly competing with CATERPY's core product line. Comparable as a smaller direct competitor with similar value proposition and DTC e-commerce distribution model.
• Lock Laces: Lock Laces is a major US-based direct competitor in the elastic no-tie shoelace category, selling to runners, triathletes, and everyday users. Comparable because it competes head-to-head in the same product category with similar value proposition (no-tie, elastic fit), but operates primarily in Western markets with a different brand and distribution footprint.
• Xpand Lacing System: Xpand is a US-based elastic no-tie shoelace brand offering a stretching lacing system as a direct alternative to tying. Highly comparable to CATERPY as it targets the same runner/triathlete/casual user segments with a similar no-tie elastic solution.

Broad incumbents

• ASICS: ASICS is a global athletic footwear incumbent that has adopted CATERPY AIR+ as original equipment laces in triathlon running shoes. Comparable as an OEM partner and adjacent industry player in the same performance running shoe category, though ASICS is also a customer rather than solely a competitor.
• Adidas: Adidas offers laceless and easy-entry footwear across running and lifestyle lines, addressing similar no-tie consumer needs to CATERPY. Comparable as a broad incumbent in the athletic footwear space whose OEM design choices affect demand for aftermarket no-tie laces.
• New Balance: New Balance is an athletic footwear incumbent that has developed accessible no-tie and easy-entry shoe designs. Comparable as a potential OEM partner and adjacent industry player serving runners and lifestyle consumers in the same end-markets as CATERPY.
• Nike: Nike's FlyEase and Adapt lines offer hands-free accessible footwear solutions addressing similar consumer pain points (ease of entry, no tying) to CATERPY. Comparable as a broad incumbent that competes for the same accessible/athletic footwear consumer need through integrated shoe design rather than aftermarket laces.

Emerging players

• Boa Technology: Boa Technology makes dial-based precision lacing systems used in athletic, outdoor, and medical footwear. Comparable as an alternative footwear closure technology that competes for OEM design wins in performance athletic and specialty footwear where CATERPY also competes.

Others

• ABC-MART: ABC-MART is Japan's largest shoe retail chain and a key distribution partner for CATERPY, stocking products across hundreds of stores. Comparable as a critical retail channel partner and an industry-relevant ecosystem player in the Japanese footwear market where CATERPY competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/caterpyrun
• Instagraminstagram.com/caterpyrun
• Facebookfacebook.com/caterpythailand
• LinkedInlinkedin.com/company/caterpy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Caterpy