GK spoke with Mr. Katsugo Hirukawa, President of Okadaya Co., Ltd. on their sustainability and global growth strategy. From recycling bras with Wacoal to using vegetable dyes and organic cotton, the company is deepening its CSR efforts. E-commerce grew 180% during COVID, but Okadaya prioritizes hybrid retail to preserve tactile experiences. As they expand niche products and influencer-led items, their upcoming Shinjuku flagship will anchor their global expansion across the U.S., U.K., and Asia. Read an excerpt from the interview below.
How is sustainability influencing your business operations?
In lingerie, we’re partnering with the Wacoal Group to collect used bras, helping customers dispose of them discreetly while exploring ways to recycle materials that can’t be resold due to hygiene. In handicrafts, we’re minimizing dye-related pollution by collaborating with FOOD TEXTILE to use vegetable-based dyes and promoting organic cotton, not for profit but as part of our CSR.
How has e-commerce affected your business, and what’s your strategy moving forward?
The pandemic drove online sales up by 180%, prompting us to enhance our e-commerce capabilities. Still, our products – whether lingerie or fabrics – require physical interaction, so our hybrid strategy emphasizes synergy between online convenience and in-person service, ensuring customers get the right fit, texture, and color experience.
What innovations are on the horizon for Okadaya and intésucré?
We’re expanding niche offerings, like wool yarns for year-round knitters and lingerie for plus-sized women – a market often underserved in Japan. Through brands like ‘mano creare’ and ‘HOBBY SCRAMBLE,’ we tailor our stores by skill level and region. We’re also exploring influencer partnerships to co-create unique, follower-driven products.
What is your midterm vision for the next 3–5 years, and how do you plan to expand internationally as part of that strategy?
Our new flagship store, set to open near Shinjuku Station in 2025, will be the largest handicraft store in Japan and marks our 100th anniversary. It represents a renewed push to grow our fan base both locally and abroad. With strong demand from tourists in Hong Kong and Malaysia, and unmet needs in markets like the US, UK, Australia, and China, this store will be the launchpad for our global expansion.
