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KIMURATAN nurtures and protects baby’s delicate skin

Japanese company plans to bring its Baby Plaza stores to China, along with its infant wear brand Aijo Sekkei

PUBLISHED : Tuesday, 12 April, 2016, 4:47pm
UPDATED : Thursday, 14 April, 2016, 9:54am

Country Business Reports interviews and articles by Discovery Reports

There are no better treasures than children. This is what the Japanese proverb ko ni masaru takara nashi means, and KIMURATAN takes this saying to heart with its line of children’s apparel. Founded in 1925, the company manufactures infant and children’s clothes using natural fabrics with no harmful dyes or chemicals.

One of KIMURATAN’s flagship brands for infant wear is Aijo Sekkei, made from 100 per cent organic cotton and other eco-friendly materials.

“Organic cotton is the ideal fabric to protect and nurture the baby’s delicate skin during critical periods of growth,” says president Takehiko Asakawa. “There are also no tags or seams on the fabric – only comfort, safety and ease for the babies.”

KIMURATAN sells its products through its directly-managed store Baby Plaza, with 180 branches in Japan located inside general merchandise and department stores.

“For first-time parents visiting our shops, our experienced staff provide free consultation. They ask about the child’s gender and the season the baby was born. From there, they explain the difference in our baby apparel and recommend what items the customers should buy,” Asakawa says. “This service-oriented approach sets us apart from other retailers.”

To meet China’s increasing demand for quality children’s clothing, KIMURATAN established its first overseas subsidiary in Shanghai in 2012. Through a partnership with a local diaper exporter, KIMURATAN plans to open Baby Plaza stores to bring its Aijo Sekkei brand to key cities in China in the next few years. KIMURATAN is also set to launch an e-commerce platform for its mainland customers beginning in the spring.

Aiming to expand its global reach, the company is on the lookout for investors and seeks partnerships with local retailers in Southeast Asia.

“We offer a strong value proposition backed by the rapid growth of children’s clothing market in Asia,” Asakawa says.