What Liberta does

Liberta Co., Ltd. (株式会社リベルタ) is a Japanese public company headquartered in Shibuya, Tokyo, listed on the Tokyo Stock Exchange Standard market. It operates a direct-to-consumer e-commerce platform, the Liberta Online Store (liberta-online.jp), selling 50+ original brands and more than 500 product items to individual consumers across Japan. The company's origins date to 1997, giving it roughly 28 years of planning and product development experience at the time of listing.

The portfolio spans four categories. Functional apparel is led by FREEZE TECH, which combines evaporative, contact, and printed cooling effects on special fabrics; Heat Master, an electric heating wearable line that reaches operating temperature in roughly 10 seconds; RENERGY, recovery wear intended to promote blood circulation; and DEODORIZE TECH deodorizing apparel. Watches center on Luminox, a military-heritage timepiece developed at the request of US Navy SEALs and offered in SEA, LAND, AIR, and Bear Grylls variants alongside the newer Libenham line, with prices reaching ~¥191,290. Beauty and personal care cover oral care (DENTISTE'), foot care (Baby Foot), and cosmetics (LaLuna, COSCOS, DULAB, QB deodorant cream, plus broader haircare, skincare, bodycare, and makeup ranges). Household cleaning includes the W-patented mold-removal and deodorant technology brands — Kabi Tornado (washing-machine cleaning), Hedoro Tornado (drain/bathtub), Kabi Dash (bathroom surfaces), and the deodorizing series.

Liberta's revenue model is almost entirely domestic DTC: one-time product purchases (pay-as-you-go) supplemented by a subscription purchase option (お得な定期購入) for repeat customers, with free shipping above ¥3,300 (tax included). Brand awareness is built through an editorial blog (お役立ち情報), official LINE account, X (Twitter), and Instagram handles under the @liberta_item identity, plus celebrity endorsement — most recently actress Fujimoto Miki as ambassador for the cleaning brands in 2025. All activity is concentrated in Japan, with no disclosed international operations.

Name

Liberta

Legal name

LIBERTA Co., Ltd. (株式会社リベルタ)

Website

https://liberta.net

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Liberta Co., Ltd. (株式会社リベルタ) is a Tokyo-based, Tokyo Stock Exchange Standard-listed company that operates the Liberta Online Store, selling 50+ proprietary brands of functional apparel, watches, beauty/personal care, and household cleaning products directly to Japanese consumers via DTC e-commerce and subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Operates proprietary online store selling 50+ original brands of functional apparel, beauty products, watches, and household cleaning goods directly to consumers in Japan. Revenue from one-time product purchases and subscription orders.
2. Subscription Sales: Offers regular subscription purchase option (お得なお得定期購入) for loyal customers, providing recurring revenue from repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Liberta is a Japanese D2C e-commerce retailer that plans, develops, and sells 50+ original proprietary brands spanning functional apparel (cooling, heating, recovery, deodorizing wear), watches (Luminox military timepieces, Libenham), beauty and personal care (oral care, foot care, skincare, makeup, deodorants), and household cleaning products (mold removers, drain cleaners, bathroom cleaners). Products are sold exclusively through its proprietary online store (liberta-online.jp) to consumers in Japan, supported by subscription purchase options.

Product overview

Liberta operates as a multi-brand e-commerce platform headquartered in Tokyo, Japan, offering 50+ proprietary brands across four main categories: functional apparel (including FREEZE TECH, Heat Master, RENERGY, DEODORIZE TECH), watches (Luminox, Libenham), beauty/personal care (DENTISTE', Baby Foot, LaLuna, COSCOS, DULAB, QB, and hair care, skincare, body care, foot care, oral care, and makeup/nail subcategories), and household cleaning (，包括 カビトルネード, ヘドロトルネード, カビダッシュ and various specialty cleaning brands). The company functions as an online store selling directly to consumers, with brands featuring specialized technologies such as cooling fabrics, electric heating, recovery wear, and specialized cleaning solutions.

Differentiator

Problem solved

Functional benefit

Brands

• FREEZE TECH (フリーズテック): Cooling functional apparel brand using sweat and wind for sustained cooling sensation. Features 3-layer cooling effect through contact cooling, evaporative cooling, and cooling prints.
• Heat Master (ヒートマスター)
• RENERGY (レナジー)
• Luminox (ルミノックス)
• LaLuna (ラルーナ)
• QB
• DULAB (デュラブ)
• COSCOS
• ヘドロトルネード
• Baby Foot (ベビーフット)

Products and services

• FREEZE TECH (フリーズテック) Functional apparel delivering exceptional cooling effects through sweat and wind, featuring contact-cooling fabric with cooling prints. Includes sports, golf, work, daily, and women's sub-lines plus the Hyogeki extreme-heat sub-brand.
• Heat Master (ヒートマスター) Electric heating wearable technology with 10-second rapid heating for cold-weather use; available in motorcycle-specific and versatile models.
• RENERGY (レナジー) Recovery wear that promotes blood circulation to support fatigue recovery from work and exercise.
• DEODORIZE TECH Functional apparel with built-in deodorizing technology across cool wear, warm wear, recovery wear, and deodorant wear.
• Luminox (ルミノックス) Premium military-grade watches developed at the request of the U.S. Navy SEALs, featuring SEA, LAND, AIR, and BEAR GRYLLS series plus limited edition models.
• Libenham (リベンハム) Watch brand available through the Liberta online store, complementing the Luminox portfolio.
• LaLuna (ラルーナ) Beauty brand offering enveloping self-care products for daily wellness routines, with the Italian name meaning 'moon goddess, healing, and purification.'
• QB Waterproof long-lasting deodorant cream that prevents odor-causing sweat and bacteria growth, providing clean freshness throughout the day.
• DULAB (デュラブ) Eyebrow makeup brand created under the supervision of eyebrow artists, focused on long-lasting brow formulas that maintain a polished look throughout busy days.
• COSCOS Makeup brand built on three commitments (perfect skin, gentleness to skin, usable cosmetics), offering primer, foundation, concealer, powder, and body foundation products.
• DENTISTE' (デンティス) Oral care brand offering toothpaste and related products positioned around the concept of 'kiss-ready breath upon waking' through nighttime dental care.
• Baby Foot (ベビーフット) Foot care brand supporting beautiful bare feet through exfoliation and care products, including cover socks available in beige.
• ヘドロトルネード (Hedoro Tornado) Concentrated bathtub drain cleaner developed by bathroom cleaning professionals; uses two types of detergents to remove pipe residue and bacteria with powerful cleaning action.
• カビトルネード (Kabi Tornado) Washing machine cleaner using a chlorine-based formula to effectively remove mold and sanitize; includes Premium formula and dynamite bubble drain hose cleaner variants.
• カビダッシュ (Kabi Dash) Bathroom cleaning product line including gel spray for wall application, targeting mold and mildew removal.

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Fujimoto Miki (藤本美貴)coreGTM or Marketing Partner · 1 January 2025Popular actress and personality serves as brand ambassador for Kabi Tornado (originally) and Hedoro Tornado cleaning product lines. Her involvement extends brand awareness through endorsement and promotional activities for household cleaning products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kao Corporation: Large Japanese consumer packaged goods incumbent spanning beauty, skin care, hair care, and household cleaning. Comparable to Liberta across multiple categories including cleaning (Attack, Magiclean) and personal care, though at vastly larger scale.
• Fast Retailing (Uniqlo): Parent of Uniqlo and a global apparel incumbent whose AIRism cooling platform competes directly with FREEZE TECH. Comparable as a large-scale Japanese functional apparel operator with proprietary textile technology and direct customer reach.
• Mandom: Major Japanese personal care manufacturer with brands in deodorant, hair care, and grooming. Comparable as a publicly listed Japanese CPG company developing branded personal care products for the same consumer segments as Liberta's QB and oral care brands.

Direct peers

• Belluna: Japanese mail-order and e-commerce retailer operating multiple apparel, lifestyle, and consumer goods catalogs targeting Japanese households. Comparable to Liberta as a multi-category D2C/mail-order operator serving the Japanese mass consumer.
• Locondo: Japanese D2C footwear and apparel platform operating a multi-brand online storefront model. Comparable to Liberta's multi-brand proprietary e-commerce approach, though focused on footwear rather than beauty and household goods.
• Workman: Japanese workwear and functional apparel retailer with a growing line of cooling and heating garments sold through physical stores and e-commerce. Competes with Liberta's functional wear brands on the same active/outdoor consumer segments.
• TENTIAL: Japanese direct-to-consumer recovery wear brand built around circulation-promoting apparel technology. Directly comparable to Liberta's RENERGY line and serves the same fatigue-recovery use case via proprietary textile technology.
• STAYER: Japanese direct-to-consumer functional apparel brand specializing in cooling, heating, and workwear textiles. Highly comparable to FREEZE TECH and Heat Master as a multi-category functional apparel D2C operator with proprietary fabric technology.
• Nissen: Long-established Japanese online apparel and lifestyle mail-order retailer selling directly to consumers across Japan. Comparable to Liberta's D2C apparel model and broad multi-category consumer goods approach.

Regional players

• ASKUL: Japanese office and household supplies D2C platform serving businesses and consumers with a proprietary e-commerce storefront model. Comparable as a Japan-focused direct-to-consumer e-commerce operator with proprietary brand sourcing and own-channel fulfillment.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/liberta_item
• Instagraminstagram.com/liberta_item

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 Liberta