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Nitori Co Ltd in Home and Garden

December 2018

Nitori Co Ltd is the leading player in home and garden in Japan. Founded in 1967, the company has since expanded to a network of 523 stores in Japan, Taiwan, China and the US. Despite years of prolonged economic stagnation in Japan, Nitori has achieved 31 consecutive years of growth and looks set to continue its winning streak. This report focuses on how the company became a revolutionary force in Japan and on its burning ambitions to be front-and-centre on the world stage.

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Euromonitor International's report on Nitori Co Ltd delivers a detailed strategic analysis of the company's business, examining its performance in the Home and Garden market and the global economy. Company and market share data provide a detailed look at the financial position of Nitori Co Ltd, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Nitori Co Ltd.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Nitori Co Ltd provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Home and Garden research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key company facts
Financial assessment
SWOT: Nitori Co Ltd
Key strategic objectives and challenges

Competitive Positioning

Nitori consistently outperforms the market
The lack of serious competition benefits Nitori
Home delivery is a challenge for Ikea Japan
Smaller stores pose a unique dilemma for Ikea Japan
Ryohin Keikaku has a strong foothold in China
Ryohin Keikaku bets on suburban shoppers
Leadership squabbles damage Otsuka Kagu’s reputation
Red flags arise for Otsuka Kagu
Furniture retailers thrive on variety and innovation

Market Assessment

The Japanese economy makes slow progress
“Abenomics” in brief
The shrinking population results in a tight labour market
But falling unemployment fails to lift wages
Saving for the future weighs on the minds of consumers
Uncertainty could undermine recovery prospects
Budget-minded consumers cut back their spending

Geographic and Category Opportunities

Retailers must actively penetrate urban areas
Car ownership is low in densely populated cities
Smaller urban outlets contribute to a decline in the average spend
The rise of single-person households
Retailers tailor product offerings for singles
Housing market activity creates opportunities for retailers
Nitori invests in home remodelling specialist Katitas
International expansion is a top priority for Nitori
Nitori faces an uphill battle in the US
China is the cornerstone of Nitori’s expansion strategy

Brand Strategy

Nitori introduces coordinated retail displays
Seasonally-themed furniture from Nitori
Nitori wins big with innovative functional textiles
Helping consumers achieve the perfect fit


Logistics excellence cuts costs, but currency hedging carries risks
Nitori’s online sales fall behind the industry average


Innovation, expansion and digital transformation are key for growth

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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