What 株式会社トライ does

株式会社トライ (Try Co., Ltd.) is a privately held, family-operated Japanese specialty retailer founded in March 1988 and headquartered in Osaka. Operating under the 信長書店 (Nobunaga Shoten) / e-信長 brand, the company runs seven physical stores across the Kansai region spanning Osaka Prefecture (Nipponbashi, Umeda Osaka-Eki-Mae, Namba, Hirakata, Umeda Higashidoori), Kyoto (Shijo-Kawaramachi, branded as TENGA SHOP KYOTO), and Hyogo (Sannomiya Center Plaza), with a recent closure of two satellite locations (Koyo Shoten Shijo Saiin in February 2025 and Ebisubashi in November 2025).

The core product mix centers on adult DVDs (new releases and used titles from major AV manufacturers such as S1, MOODYZ, Madonna, and IDEAPOCKET), adult toys and "love toys" (onaholes, vibrators, massagers), costumes and apparel (including branded lines such as Hardcore Chocolate and the newly introduced YOIDORE label), books and magazines, and health supplements. The company holds second-hand dealer licenses (古物商許可) in Osaka, Hyoto, and Kyoto, supporting a DVD buyback service that runs alongside new-product sales. Distribution combines physical retail with extended operating hours (some stores open until 1:00 AM) and an owned e-commerce storefront at nobunaga-toys.com.

The revenue model is transaction-based retail: individual product sales, used-goods buyback at guaranteed floor prices (50 yen per DVD during campaign periods), and label-specific promotional campaigns offering 20-30% discounts on selected DVD lines. Marketing relies on the official website (e-nobunaga.com), category-specific staff blogs, an official X (Twitter) account, and in-store promotions. Registered capital is JPY 36,830,000, headcount is 173, and revenue is not publicly disclosed; there are no funding rounds, subsidiaries, or AI/technology capabilities disclosed.

Name

株式会社トライ

Legal name

株式会社トライ

Website

https://e-nobunaga.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

株式会社トライ (Try Co., Ltd.) operates 信長書店 (Nobunaga Shoten), a seven-store specialty retail chain in Japan's Kansai region selling adult DVDs, love toys, costumes, and apparel to adult consumers through physical stores and an e-commerce site.

Ownership category

akta.pro rank

Product category

Adult Specialty Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industry

Toy & Game E-commerce Specialists (CRALAFAL)

Keywords

• Adult DVD retail
• Adult toy retail
• Specialty retail chain
• Used media buyback
• Adult merchandise retail

Headquarters

HQ city

Hirakata

HQ country

Japan

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Adult DVD Sales: New and used DVD sales across multiple store locations. The company operates dedicated DVD sections and regularly publishes rankings of best-selling titles. They also run promotional campaigns with discounts (20-30% off) on select labels.
2. Adult Goods/Toys Sales: Sale of adult toys, love toys, costumes, and related accessories. Products include domestically produced items using domestic materials (人工皮膚シリーズ). Sales through both physical stores and online shop (nobunaga-toys.com).
3. Used Goods Buyback: Purchase/buyback of used DVDs and adult goods from customers. During promotional periods, DVDs are purchased at guaranteed minimum prices (50円 minimum during campaigns).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

株式会社トライ (Try Co., Ltd.) operates the 信長書店 (Nobunaga Shoten) retail chain, a multi-store adult goods specialty retailer with seven physical locations across the Kansai region (Osaka, Kyoto, Hyogo). Core offerings include adult DVDs (new and used), adult toys and pleasure products, costumes and branded T-shirts, adult-themed books and magazines, and health supplements. The chain also purchases used DVDs from customers at guaranteed minimum prices and operates an online shop (nobunaga-toys.com) for love toys and related merchandise.

Product overview

株式会社トライ operates 信長書店 (e-信長), an adult goods retail chain with 7 physical stores across Osaka, Kyoto, and Hyogo prefectures. The business is structured as a multi-category retail platform centered on adult DVDs and love toys (adult toys), supplemented by costumes, T-shirts, books, and health supplements. Key product lines include: (1) DVDs — both new and used adult video content from major manufacturers; (2) LOVE TOYS — adult toys including onaholes, vibrators, electric massagers; (3) Costume/T-shirt apparel with branded merchandise; and (4) buy-back and purchase services for DVDs. The company maintains an online presence through its e-commerce website and publishes monthly DVD and product rankings. Physical store operations, seasonal promotional campaigns, and branded product collaborations form the core commercial model.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult DVDs (新規・中古) Retail sale of new and used adult DVDs from major Japanese manufacturers including S1, MOODYZ, Madonna, IDEAPOCKET, Kawaii*, and others, with monthly best-seller rankings published across multiple store locations.
• LOVE TOYS (Adult Toys) Retail sale of adult pleasure products including onaholes, vibrators, electric massagers, rotators, and related sexual wellness items, including domestically produced lines using domestic materials.
• Costume & T-Shirt Apparel Branded apparel including costumes, men's shorts (GRILL line), and T-shirts from specialty brands such as Hardcore Chocolate, YOIDORE (newly introduced at Namba store), and anime/character collaboration apparel.
• Books & Magazines Retail sale of adult-themed books, manga, and magazines covering adult content topics at store locations.
• Health Supplements Retail sale of health supplements and wellness products at select store locations.
• Buy-back Service (買取・下取) Cash purchase of used DVDs and adult goods from customers at guaranteed minimum prices; during promotional campaigns a 50-yen minimum purchase guarantee applies per DVD.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• TENGAminorChannel Partner/ Reseller/ Distributor信長書店 operates dedicated TENGA SHOP sections in several locations including 四条河原町店 (TENGA SHOP KYOTO), reselling TENGA products as an authorized retailer.
• スタジオエフ (Studio F)minorOthersFeatured as a related/linked site on 信長書店 website. Nature of partnership appears to be cross-promotional or affiliate relationship.
• 源氣堂 (Genkido)minorOthersFeatured as a related/linked site on 信長書店 website. Nature of partnership appears to be cross-promotional or affiliate relationship.
• リグレジャパン (Ligre Japan)minorOthersFeatured as a related/linked site on 信長書店 website. リグレジャパン products (such as アップサイドグランス2 ラピッドミッション) are sold at 信長書店. Cross-promotional relationship.
• オナホとアダルトグッズの信長トイズまとめブログ (Nobunaga Toys Matome Blog)minorOthersOfficial blog for love toys and adult goods operated as part of 信長書店 group.
• フェチフェス (Fetifes)minorOthersFeatured as a related/linked site on 信長書店 website. Nature of partnership appears to be cross-promotional or affiliate relationship.

Scale indicators4 records

Recent moves10 records

Expansion highlights4 records

Direct peers

• Sofmap: Japanese specialty retailer (now under BicCamera) selling new and used hobby items, DVDs, video games, software, and adult goods through physical stores and e-commerce. Direct comparison to Nobunaga because both operate multi-store footprints with a comparable mix of new/used media, hobby products, and adult-oriented merchandise plus an e-commerce channel.
• Mandarake: Japan's largest chain of used hobby/manga/anime/collectibles stores with a well-developed buyback/trade-in program and a 'Complex' format that carries adult comics and DVDs. Highly comparable to Nobunaga on the secondhand/buyback business model, multi-store retail footprint, and adult-content adjacency.
• K-BOOKS: Chain of used manga, anime goods, and hobby stores in Japan with active buyback operations, including for adult anime/game content. Comparable to Nobunaga because both monetize used-media inventory through a multi-store retail model plus buyback cycles.

Broad incumbents

• BicCamera: Large Japanese electronics and hobby retailer that owns Sofmap and sells DVDs, hobby merchandise, and some adult-oriented products across a much broader category mix. A broader incumbent in the same specialty-retail space via its Sofmap subsidiary, with greater scale and capital but less niche focus.
• Toranoana: Japan's leading dojinshi, used manga, and hobby retailer with physical stores and e-commerce plus an adult-content arm. Comparable to Nobunaga via hobby media retailing and online distribution, though more focused on dojinshi and anime rather than DVDs and love toys.
• GEO: National chain of media-rental-and-retail stores (DVDs, CDs, books, games) plus second-hand purchases, including for some adult titles. Comparable to Nobunaga on the physical DVD retail + buyback model, but operates at greater scale and includes rentals rather than specialty adult focus.
• BOOK-OFF: Japan's largest chain of used book, DVD, CD, and game stores with integrated buyback/trade-in services. Shares Nobunaga's used-DVD buyback and multi-category retail structure across multiple prefectures, though broader in scope and not focused on adult specialty.
• Don Quijote (Panasonic): National discount retailer operating the Don Don Donki brand, selling broad consumer goods including DVDs, supplements, costumes/apparel, and adult-oriented items at scale. Overlaps Nobunaga on multiple product categories (DVD, supplements, costumes) under a general-merchandise model rather than a specialty/adult focus.

Emerging players

• DMM.com: Large Japanese online platform with significant adult-content, DVD, and love-toy e-commerce verticals plus adult physical retail formats. Comparable to Nobunaga's e-commerce and adult-product retail business, but as a primarily online operator with national reach; represents the online competitive pressure on specialty brick-and-mortar.
• TENGA: Manufacturer and brand owner of love toys that now operates its own branded retail concept (TENGA Shop). Notable because Nobunaga currently hosts TENGA Shop sections in Kyoto and other locations as a channel partner, while TENGA's standalone stores represent both a collaboration partner and a competing retail channel for love-toy sales.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TE0666481151
• LinkedInlinkedin.com/company/%E6%A0%AA%E5%BC%8F%E4%BC%9A%E7%A4%BE%E3%83%88%E3%83%A9%E3%82%A4

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 株式会社トライ