Japan Country Report

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Discovery Reports

Clothing company Familiar’s sustained growth tailored by passion for quality

Japanese brand offers apparel, footwear and accessories for infants and children up to age 12

PUBLISHED : Wednesday, 13 April, 2016, 10:50am
UPDATED : Thursday, 14 April, 2016, 9:47am

Country Business Reports interviews and articles by Discovery Reports

Built on the passion of four Japanese women who strongly felt that infants and children deserve only fine-quality clothing, Familiar opened its doors in 1950 as a small shop in Kobe. More than 65 years later, Familiar has built a distinctive identity anchored in craftsmanship, innovation, outstanding design and creativity, with Japan’s royal family among its many discerning clients.

“We hope to convey to young children the warmth of a mother’s love through our clothes,” says Tadahiko Okazaki, president and creative director. “This is our driving force from the very start and what continues to set us apart. Now our goal is to bring the Familiar brand and our passion for making high-quality children’s goods to the global front.”

Best known for its ultrasoft infant wear – which comprises its original product line – Familiar offers a full selection of stylish children’s products, including apparel, footwear and accessories, to cater to the needs of newborns up to children 12 years old.

Sold at its online and company-owned flagship stores and through 120 department stores across Japan, Familiar’s expanded portfolio includes children’s furniture, toys, school supplies and childcare products.

The company’s garments are thoughtfully designed, with each detail stitched using antique sewing machines for optimum softness. To deliver superior comfort, durability and practicality, Familiar uses exquisite natural materials such as 100 per cent cotton fabric, top-quality wool and washable Japanese silk. Familiar is focused on developing its infant couture line using high-end yet functional fabrics.

“Asia is a big market for us, and we aim to build up the Familiar brand in the region,” Okazaki says. “We intend to leverage our long-time partnership with Taiwanese retail chain Les enphants, which has an expanding footprint on the mainland, as well as strengthen our online presence to reach more markets. We’re also keen on working with quality-minded distributors to bolster marketing in Southeast Asia.”