Minoru

What Minoru does

Minoru Trade Co., Ltd. (株式会社ミノルトレイド) is a privately held Japanese trading company headquartered in Nagoya, Aichi Prefecture, founded circa 2010, with a headcount of 13 employees. The company specializes in original product planning, manufacturing coordination, and wholesale distribution of hotel amenities (soaps, cosmetics, slippers, toothbrush sets), novelty/promotional merchandise, and commercial tableware (Bone China, New Bone ceramics). Its core operational model is OEM manufacturing through overseas factories—primarily coordinated via its wholly-owned Chinese subsidiary, Shantou Meizhiro Trading Co., Ltd. (汕頭市美之路貿易有限公司)—with quality control spanning raw material inspection, production-line hygiene management, finished-goods inspection at its Nagakute City logistics center (relocated May 2025), and PL insurance coverage for end-customer delivery.

Name

Minoru

Legal name

株式会社ミノルトレイド

Website

https://minoru-trade.co.jp

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Minoru Trade Co., Ltd. is a privately held Nagoya-based Japanese trading company (13 employees) that plans, sources, and distributes hotel amenities, novelty goods, and tableware via overseas OEM manufacturing and import/export, serving hotels, ryokan, promotional clients, and food service businesses.

Ownership category

akta.pro rank

Product category

Hotel Amenities and Promotional Goods

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (42435), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

Keywords

• Hotel amenity supplies
• Novelty merchandise wholesale
• Commercial tableware
• OEM product manufacturing
• Import export trading

Headquarters

HQ city

Nagoya

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hotel Amenity Products: Sale of hotel amenity goods including soaps, cosmetics, slippers, and other lodging facility necessities
2. Novelty Goods: Original novelty merchandise and promotional items for campaigns and sales promotion activities
3. Commercial Tableware: Wholesale sale of tableware for commercial/industrial use
4. Import/Export Services: Import and export of amenity goods, novelty products, and Japanese traditional craft goods

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Minoru Trade plans, manufactures via overseas OEM factories, and wholesales hotel amenities (soaps, shampoos, slippers, toiletry sets), novelty/promotional merchandise, and commercial tableware. Production is carried out at overseas factories under strict quality control, and the company also handles import/export of amenity goods, novelty items, and Japanese traditional crafts for the Japanese and international markets.

Product overview

Minoru Trade Co., Ltd. is a Japanese manufacturer and trader specializing in original hotel amenities, novelty goods, and tableware, with in-house planning and production capabilities including overseas manufacturing. The product portfolio consists of four core offerings: hotel amenity goods (OEM custom toiletry sets for accommodation facilities), novelty goods (promotional and marketing merchandise), business-use tableware (commercial ceramic products), and import/export services. Newer products include a turnover-style cotton set, children's slippers, silk cocoon massage balls, camellia oil soaps, deodorizing hinoki products, and multi-language amenity sets for international travelers. The company also exports Japanese traditional crafts and lifestyle goods while operating its own logistics center in Nagoya.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Amenity Goods (ホテルアメニティグッズ) Hotel amenity goods including shampoos, soaps, toothbrushes, razors, slippers, and toiletry items supplied to hotels, ryokan (Japanese inns), and other accommodation facilities. Available as OEM/original custom products including multi-language amenity sets for international travelers.
• Novelty Goods (ノベルティグッズ) Promotional novelty merchandise including bags, eco-friendly items, and custom-branded goods used for marketing campaigns, events, and customer appreciation by businesses.
• Business Use Tableware (業務用食器) Ceramic and tableware products for commercial use, including Bone China and New Bone items for restaurants, catering, and food service establishments.
• Import Services (輸入) Import of amenity goods, novelty items, and tableware from overseas manufacturers, coordinated through the Chinese subsidiary (汕頭市美之路貿易有限公司) in Shantou.
• Export Services (輸出) Export of Japanese-made products to international markets, including Japanese traditional crafts (Bone China, New Bone) and daily lifestyle goods.
• Kids Slippers (キッズスリッパ) Children's slippers in approximately 22cm size, packaged in transparent OPP bags with 4-language labeling for hotel amenities. Custom name printing on the paper-wrapped type is available on request.
• Peel-off Cotton Set (めくるコットンセット) Turnover-style 5-piece cotton set for hotel amenity and novelty use, available with or without a display card.

Named customers2 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

Scale indicators2 records

Recent moves7 records

Expansion highlights3 records

Others

• ASKUL Corporation: Japanese B2B office and facility supplies distributor serving corporate and institutional buyers. Comparable B2B distribution model to commercial facility customers, though focused on office rather than hospitality.
• KOKUYO Co., Ltd. Japanese office and lifestyle products manufacturer and distributor. Adjacent — comparable Japanese brand operating across consumer goods and institutional channels — but does not specialize in hotel amenities.
• Felissimo Corporation: Japanese lifestyle goods company with original product planning and direct-to-consumer catalog business. Comparable in original product planning and Japanese craftsmanship positioning, though different go-to-market (DTC vs. B2B hospitality).

Direct peers

• Tokai Corporation: Japanese hotel linen and amenity supply services company serving hotels and lodging facilities across Japan. Closest direct peer: same hospitality-amenity wholesale model, though larger scale and broader linen services.
• Noritake Co., Ltd. Major Japanese manufacturer of ceramic tableware (Bone China, porcelain) for commercial and consumer markets. Directly comparable for Minoru's commercial tableware business, though much larger and globally recognized.
• Narumi Corporation: Japanese ceramic tableware manufacturer (Narumi China, porcelain) serving commercial food service and hospitality channels. Directly comparable for Minoru's commercial tableware division.

Broad incumbents

• Kao Corporation: Major Japanese personal care and consumer goods manufacturer with strong hotel amenity and institutional channel presence. Overlaps with Minoru's shampoo/soap distribution business; far larger with global brand recognition.
• Paltac Corporation: Large Japanese wholesaler of daily consumer necessities (cosmetics, household items, pharmaceuticals) distributing to drugstores and retailers nationwide. Comparable wholesaler model; vastly larger scale.
• Lion Corporation: Major Japanese manufacturer of personal care products including soaps, shampoos, toothbrushes, and oral care — overlapping product categories with Minoru's hotel amenity offerings. Acts as potential upstream supplier as much as competitor.
• Iris Ohyama Inc. Large Japanese OEM/consumer products manufacturer operating overseas (including China) factories and selling branded household goods domestically. Comparable OEM-with-China-manufacturing model at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/minoru

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Minoru