KOYORI

KOYORI NEWSLETTER
2023 January 12

manufacturer

KOYORI ANECDOTES: WHY KOYORI STARTED

There are many furniture manufacturers in Japan, but only few of them have been able to establish their brands in overseas markets. Although many manufacturers in Japan have excellent manufacturing capabilities, it is very challenging to expand their products overseas, partially due to the lack of necessary know-how and language skills.

KOYORI formed an alliance built together by some leading manufacturers from across Japan, together with a specialized trading company with expertise in branding, marketing, logistics, language support, and design strategy to introduce Japanese manufacturing to the world in the best possible way.

We also wanted to showcase the profoundness of Japanese manufacturing through this new project. Japan has many different regions, each with its own history, and therefore different in manufacturing specialties. We thought that it would be great if we could represent all such unique characteristics of each manufacturer as one big brand.  

Considering the scale of individual Japanese furniture manufacturers, it was clear that it would be very difficult for a single furniture manufacturer to expand their market overseas. That is how we came up with the idea of forming an alliance with several leading Japanese furniture manufacturers to create a fresh, new brand.

To be continued.

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