What All Rights Reserved HAGIHARA & CO.,LTD does

HAGIHARA & CO.,LTD is a privately held, family-owned Japanese interior goods manufacturer and retailer founded in 1892 in Kurashiki, Okayama Prefecture, currently led by fourth-generation President Hagiwara Hideyasu (Hagiwara Hideyasu) since November 2018. The company plans, manufactures, imports, wholesales, and retails traditional Japanese tatami products, igusa (Japanese rush) rugs and carpets, furniture, and interior accessories under multiple sub-brands including the 130-year "Marufu" trade name. Core product categories include natural and synthetic tatami surfaces (including the "Joubu Dantami" reinforced line), tatami materials and reform products, furniture (beds, tables, sofas, kotatsu, European imports), and proprietary items such as the "Softil" soft cushion material used under the Hagimonoya brand. The company's underlying technology centers on more than 130 years of accumulated expertise in igusa cultivation and processing, supplemented by a proprietary Softil material and a clinically validated Igusa Extract ingredient developed in joint research with Shizuoka University and Sato-en Co. for potential cognitive function benefits.

The business operates a hybrid go-to-market model combining B2B wholesale distribution through four dedicated sales divisions (Furniture, Flooring, Tatami, East Japan) serving home center retailers, tatami shops, and real estate developers across Japan, with direct-to-consumer channels including three owned e-commerce stores (Hagihara Seijyosho for igusa products, Qualial for furniture, Hagimonoya for Softil-branded cushions), physical retail outlets in Tokyo and Hiroshima, marketplace presence on Rakuten and Yahoo Shopping, and pop-up shop activations. International operations span a manufacturing subsidiary in Suzhou, China (Suzhou Hagihara Hongye Rush Products Co., Ltd.), branches in New Delhi (India) and Los Angeles (Hagihara Tatami USA, Inc.), and historical operations in Indonesia. The company is currently investing in new headquarters construction in Kurashiki (groundbreaking June 2025), acquired igusa mat manufacturer Liv Morinaga in November 2024, and has achieved its internal business plan targets for seven consecutive periods.

Revenue mechanics are diversified across one-time product sales in B2B wholesale and D2C channels, with no subscription, licensing, or platform-based revenue model identified. The company serves both the traditional Japanese interior market (tatami replacement, Japanese-style rooms) and modern interior buyers (Western-style furniture, lifestyle accessories), plus an emerging health/wellness ingredient vertical via Igusa Extract Powder SH. While the historical peak consolidated group sales reached approximately 23 billion yen under the second-generation president, current revenue is not publicly disclosed.

Name

All Rights Reserved HAGIHARA & CO.,LTD

Legal name

萩原株式会社

Website

https://e-hagihara.co.jp

Company type

Private

Founded year

1892

Operating status

Operating

Short description

HAGIHARA & CO.,LTD is a 130-year-old family-owned Japanese manufacturer and retailer of tatami mats, igusa rugs, carpets, and furniture, operating B2B wholesale divisions alongside three D2C e-commerce brands (Hagihara Seijyosho, Qualial, Hagimonoya) and international subsidiaries in China, India, and the USA.

Ownership category

akta.pro rank

Product category

Japanese Interior Products

NAICS

Household and Institutional Furniture Manufacturing (33712), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371)

SIC

Carpets & Rugs (2273), Miscellaneous Furniture & Fixtures (2590), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Broadloom Carpet Manufacturing (IMAOAJAA)

akta.pro secondary industry

Custom Built-Ins (Shelving, Entertainment Centers, Mudrooms) (HSAPAIAH)

Keywords

• Tatami manufacturing
• Igusa rush products
• Japanese interior goods
• Furniture wholesale
• Soft cushion materials

Headquarters

HQ city

Kurashiki

HQ country

Japan

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Manufacturing and Wholesale: Manufactures and wholesales tatami mats, igusa rugs, carpets, and interior textile products. B2B sales through dedicated sales divisions (Furniture Sales, Flooring Sales, Tatami Sales, East Japan Sales). Historically peak group consolidated sales reached 23 billion yen.
2. Direct-to-Consumer E-commerce: Operates three online stores: Hagihara Seijyosho (igusa products), Qualial (furniture/interior), and Hagimonoya (Softil brand). Also operates physical Hagimonoya retail stores.
3. International Trade and Export/Import: Import of furniture (Europe, Asia) and export of igusa products. Established subsidiaries and partnerships in China, India, USA, and Indonesia for production and market expansion.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

HAGIHARA & CO.,LTD plans, manufactures, imports, wholesales, and retails traditional Japanese interior products. Its core offerings include tatami mats, igusa (Japanese rush) rugs, carpets, furniture, tatami surface materials, and proprietary Softil soft cushion interior goods. The company also develops igusa extract powder for health and wellness applications through joint research. It serves both B2B wholesale customers via dedicated sales divisions and B2C consumers through three owned e-commerce stores and physical retail locations.

Product overview

Hagihara Co., Ltd. is a lifestyle creation company (くらし創造カンパニー) that evolved from its origins as a 'tatami shop' (ござ屋). The company operates multiple product categories and e-commerce brands: core igusa (rush) tatami products and floor coverings under the Hagihara Seijyosho online store; furniture and interior goods under the Qualial e-commerce brand; and soft cushion interior items using proprietary 'Softir' material under the Hagimonoya retail chain. The product portfolio spans traditional Japanese tatami mats, modern furniture, proprietary soft materials, functional tatami materials, and wellness ingredients like igusa extract. The company also operates overseas production facilities in China (Suzhou Hagihara Koumyou Inc.) and has business operations in India, Indonesia, and the USA.

Differentiator

Problem solved

Functional benefit

Brands

• まるふ: 創業以来使用されている屋号。創業者萩原賦一の名前に由来し、「二つとない」という 의미를 담고 있다.
• ソフティル
• YAiGUSA BASE
• イグサエキスパウダーSH
• 極美爽

Products and services

• Igusa Products (Tatami, Rugs, Carpets) Traditional Japanese tatami mats, rush rugs, and igusa floor coverings for residential and commercial use. Product lines include tatami surfaces, free-standing tatami (置き畳), sleeping mats (寝ござ), and decorative rugs. Sold through B2B wholesale and direct-to-consumer channels.
• Furniture Products

Quantifiable outcome

• World's first clinical confirmation of igusa extract's potential to improve cognitive function in healthy elderly

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• 有限会社はブ・モリナガ (Lib Molinaga)minorStrategic or Co-development Partner · 1 November 2024Wholly-owned subsidiary acquired in November 2024. Domestic igusa mat manufacturer supplying Hagihara. Capital: 5 million yen. Established 1989. Located in Yatsushiro, Kumamoto. Contributes to product development and customer needs response through processing technology.
• 日本ベターリビング株式会社 (Japan Better Living)minorStrategic or Co-development Partner · 1 September 2020Business succession of interior business from Japan Better Living in September 2020. Expanded product lineup and market presence in interior sector.
• 静岡県立大学・武田厚司名誉教授 (Shizuoka University - Prof. Atsushi Takeda)coreStrategic or Co-development PartnerJoint research partner for igusa extract development. World's first clinical confirmation of igusa extract's potential to improve cognitive function in healthy elderly. Also partnered with Sato-en Co. (佐藤園) in Shizuoka.
• 株式会社佐藤園 (Sato-en Co.)coreStrategic or Co-development PartnerPartner in joint research on igusa extract for health applications. Based in Shimizu Ward, Shizuoka City.
• 萩原タミUSA株式会社 (Hagihara Tatami USA, Inc.)coreStrategic or Co-development PartnerUS subsidiary established for American market expansion. Registered in USA. Engaged in test marketing of tatami/igusa products in Los Angeles.
• インド支店の取引先 (India Branch Partners)coreChannel Partner/ Reseller/ DistributorEstablished India branch in New Delhi. Maintains relationships with approximately 10+ local suppliers/partners. Strengthening business with 3 key partners. Trading relationship with India since approximately 1988.
• 蘇州萩原弘業藺草有限公司 (Suzhou Hagihara Hongye Rush Products Co., Ltd.)coreStrategic or Co-development PartnerSubsidiary in Suzhou, China. Established 1979, incorporated 2003. Production and quality control of igusa products. Operates inspection and distribution center in Shanghai (1991).
• BEAMS JAPANminorStrategic or Co-development PartnerCollaboration on 'Setono' igusa rug series for 'BEAMS EYE on OKAYAMA' project. Limited edition products sold at BEAMS JAPAN stores.

Scale indicators5 records

Recent moves13 records

Expansion highlights6 records

Broad incumbents

• Nitori Holdings: Japan's largest furniture and home furnishings retailer with vertically integrated manufacturing and global sourcing. Comparable to Hagihara as a Japanese home-interior powerhouse but at vastly greater scale, with a more Western-leaning product mix versus Hagihara's igusa-tatami heritage.
• Ryohin Keikaku (Muji): Operates the Muji brand of lifestyle and home goods including furniture, storage, and interior accessories. Comparable to Hagihara's Qualial and Hagimonoya D2C/interior businesses, with similar emphasis on minimal Japanese aesthetic and material quality, but at significantly larger scale and global retail footprint.
• IKEA (Inter IKEA / Ingka Group): Global home furnishings giant with extensive rug, carpet, and furniture assortment. Comparable to Hagihara as a broad home-interior manufacturer/retailer, particularly in rugs and flooring where IKEA offers competing mass-market products.
• Williams-Sonoma: Multi-brand home furnishings retailer (Pottery Barn, West Elm, Williams Sonoma Home). Comparable to Hagihara as a multi-brand home/interior operator with strong D2C e-commerce, though focused on the US market and Western design aesthetic.

Direct peers

• Daiken Corporation: Japanese manufacturer of tatami materials, flooring, and interior building products. Directly comparable to Hagihara's core tatami/flooring manufacturing business; competes for the same home-center and tatami-shop wholesale customers in Japan.
• Francfranc: Japanese home interior and lifestyle retailer operating own stores and e-commerce. Comparable to Hagihara's Qualial and Hagimonoya retail/D2C businesses in target customer (style-conscious urban Japanese consumers) and product mix (furniture, soft goods, interior accessories).
• KATAGIRI Corporation: Long-established Tokyo-based Japanese importer and retailer of Western tableware, kitchenware, and home interior goods. Comparable to Hagihara as a Japanese interior-goods specialist with import/wholesale heritage and physical retail presence in Tokyo.

Regional players

• IDÉE: Tokyo-based Japanese furniture and interior design brand. Comparable to Hagihara's higher-end furniture/interior positioning, with similar emphasis on design quality and curated Japanese aesthetic, though with a smaller scale and primarily Western-style furniture focus.
• Saito Wood Industry: Japanese manufacturer of tatami, flooring, and wood-based interior materials. Comparable to Hagihara's domestic igusa and tatami materials business as a fellow Japanese manufacturer competing for the home-center and tatami-shop wholesale channel.

Emerging players

• ZARA Home (Inditex): Global home textiles and interior accessories brand operated by Inditex. Comparable to Hagihara's Qualial soft-goods and interior-accessories range in customer demographic (style-conscious middle-market consumers) and D2C-led distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC4FEndC6SEUXn4a4Bu2j6Dw
• Facebookfacebook.com/hagiharaco
• LinkedInlinkedin.com/company/hagihara-co-ltd
• Instagraminstagram.com/hagihara_co

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 All Rights Reserved HAGIHARA & CO.,LTD