What Cecile does

Cecile Co., Ltd. (株式会社セシール) is a Japanese mail-order and e-commerce retailer founded in 1972 in Takamatsu, Kagawa Prefecture, now headquartered in Tokyo's Minato-ku (Shinagawa Intercity C Building 27F, relocated April 2026 as part of Nojima Group consolidation). The company sells intimate apparel, sleepwear, socks, outerwear, bedding, household goods, and a proprietary supplement line (Real Supplements, including NMN introduced November 2025) primarily to mature female consumers aged 50-70 through print catalogs, owned e-commerce (cecile.co.jp), a mobile shopping app, and a LINE official account with over 100 million potential Japanese users. The product portfolio is anchored by proprietary comfort technologies—Smart Heat® moisture-to-heat material, Steadifit® patented anti-rolling gusset design, exclusive distribution of Lacron® neo wrinkle/UV-resistant fabric, and sleep-optimized pajama construction—and is sold under multiple catalog brands including Cecilune (1983), Cupop (1999), Men's Cecile (2004), CECILE HOME (2019), and Plump. Cecile operates a secondary insurance agency business leveraging its customer database and call-center infrastructure with 25 insurance partners, generating commission revenue from medical, cancer, and other policies. The company is a wholly-owned subsidiary of Nifty Co., Ltd. within the Nojima Group, employs approximately 282-300 staff, maintains a Shikoku Logistics Center in Sanuki City for fulfillment, and runs a Shanghai subsidiary for direct China imports. Pricing is unit-based (¥1,000-16,000), supplemented by point loyalty, free-shipping campaigns above ¥3,000-8,000, and multi-channel promotional cadence including its first TV infomercial in March 2026.

Name

Cecile

Legal name

株式会社セシール

Website

https://corp.cecile.co.jp

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Cecile is a Japanese catalog and e-commerce retailer (founded 1972, ~300 employees) selling comfort-focused innerwear, sleepwear, bedding, and supplements primarily to women aged 50-70, and operating an insurance agency with 25 partners. It is a wholly-owned Nifty/Nojima Group subsidiary.

Ownership category

akta.pro rank

Headquarters

HQ city

Kita

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 総合通信販売事業 (Catalog/E-commerce Sales): Core revenue stream from apparel, innerwear, sleepwear, and lifestyle products sold through catalogs and online store. Products include bras, underwear, pajamas, socks, outerwear, bedding, and household goods. Revenue generated through one-time product purchases.
2. 保険代理店事業 (Insurance Agency): Insurance products agency business partnering with 25 insurance companies. Offers medical insurance, cancer insurance, and other policies through catalog/online channel. Generates commissions from insurance sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Cecile is a Japanese mail-order and e-commerce retailer that develops and sells its own branded intimate apparel, sleepwear, socks, outerwear, bedding, household goods, and health supplements primarily through print catalogs and its owned online store (cecile.co.jp), mobile app, and LINE official account. Founded in 1972, the company targets mature Japanese consumers—primarily women aged 50-70—with comfort-focused proprietary products. Cecile also operates an insurance agency business leveraging its customer database and call center, partnering with 25 insurance companies to offer medical, cancer, and other insurance products.

Product overview

Cecile operates as a comprehensive mail-order and e-commerce company with a multi-brand portfolio strategy. The core offerings include Cecile Online Shop (総合通信販売) combining catalog and e-commerce channels, the flagship innerwear brand Cecilune (セシレーヌ, est. 1983), teen brand Cupop ( Cupop, est. 1999), and Men's Cecile (メンズセシール, est. 2004), plus lifestyle brand CECILE HOME (est. 2019). Product categories span intimate apparel (bras, underwear, panties), pajamas and sleepwear, socks, outerwear, bedding, home goods, and health supplements (Real Supplements series). Cecile also operates an insurance agency business (保険事業) with partnerships with 25 insurance companies. The company emphasizes comfort-focused product development with proprietary materials like Smart Dry®/Smart Heat® and exclusive materials like Racron®.

Differentiator

Problem solved

Functional benefit

Brands

• セシレーヌ: Inner catalog brand launched in 1983
• CECILE HOME
• Cupop
• 男士セシール
• プランプ

Products and services

• Cecile Online Shop (セシールオンラインショップ) Primary mail-order e-commerce platform offering intimate apparel, outerwear, sleepwear, socks, bedding, home goods, and supplements to individual consumers in Japan.
• Insurance Agency Business (保険代理店事業) Insurance agency operation partnering with 25 insurance companies, offering medical, cancer, and other insurance products distributed through Cecile's catalog, online channel, and nationwide agent network with call center fulfillment.
• Cecilune (セシレーヌ) Cecile's flagship innerwear catalog brand offering women's undergarments and intimate apparel with a focus on comfort and quality, targeted at mature women.
• Cupop Cecile's teen catalog brand offering fashionable yet affordable innerwear and casual apparel targeting younger consumers.
• Men's Cecile (メンズセシール) Cecile's dedicated men's catalog brand offering men's underwear, pajamas, socks, and casual apparel.
• CECILE HOME Cecile's lifestyle goods catalog brand offering bedding, home goods, kitchen items, and household products.
• Real Supplements Series (リアルサプリシリーズ) Cecile's proprietary supplement series with 25-year history including NMN, lutein, DHA&EPA, and blue light support supplements. Manufactured in domestic GMP-certified factories.
• Sleep Design Pajamas (ぐっすり睡眠設計パジャマ) Sleep-optimized pajamas featuring shifted side seams, relaxed thigh area, soft stretchable material, and moisture-wicking quick-drying fabric. Developed with sleep specialists. Unisex design. Priced ¥5,489–6,589.
• Fuwa Light Warm Fiber Down Coat (ふわ軽あったかファイバーダウンコート) Cecile's lightest long down coat using ETHERMALOFT® insulation, 50g lighter than the previous model. Priced ¥14,289–16,489.
• Shiitori Hoshitsu Innerwear (しっとり保湿インナー) — Kikumasamune Collaboration Moisturizing innerwear using sake-based skincare lotion technology in fabric treatment, developed in collaboration with 300-year-old sake brewery Kikumasamune. Includes camisole, sleeveless, 3/4 sleeve, 8/10 sleeve variants. Priced from ¥2,189.

Quantifiable outcome

• 50+ years in business
• +2 more outcomes

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

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• ニフティコミュニケーションズ株式会社 (Nifty Communications)minorOthersGroup company included in customer data sharing arrangement. Part of Nifty Group data sharing consortium for joint data utilization.
• 25 insurance companiescoreChannel Partner/ Reseller/ DistributorPartnership with 25 insurance companies for Cecile's insurance agency business. Offers medical insurance, cancer insurance, and various insurance products through catalog/online channel. Nationwide network of insurance agents also provides consulting services.
• 睡眠專門家 (Sleep specialists)coreStrategic or Co-development PartnerCollaboration with sleep professionals to develop ぐっすり睡眠設計パジャマ (Good Sleep Design Pajamas). Sleep expertise incorporated into product design for improved sleep comfort and movement during sleep.
• モリリン株式会社 (Moririn) - M3 LABO®minorStrategic or Co-development PartnerJoint development of センタープレスタックストレートパンツ(3Dパターン) using 3D CAD technology and Japanese body type avatars. Moririn's digital team M3 LABO® provided 3D digital technology for pattern optimization targeting 50s+ women.
• 日本女子大学 (Japan Women's University)minorStrategic or Co-development Partner3D body avatar technology development with Prof. Otsuka Michiko. Japanese age-specific body characteristics research used to optimize fit for mature consumers.
• Insurance partnerscoreChannel Partner/ Reseller/ DistributorNational network of insurance agents partnering with Cecile for insurance consulting services. Provides diverse insurance product consultation tailored to individual lifestyle and needs.
• 菊正宗株式会社 (Kikumasamune)minorStrategic or Co-development PartnerCollaboration with 300-year-old sake brewery to develop しっとり保湿インナー (Moisturizing Innerwear) using sake-based skincare lotion in fabric treatment. 3-year development process.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/cecile.shopping/?hl=ja

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 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 Cecile