Vision/Mission
“The Quality Sleep”
To create a whole new sleeping environment for people around the world.
Business Description
Manufacturer of innovative bedding products, especially the airweave mattresses. Founded in Japan, the company rapidly grew in a short period of time, building over $100 million sales with a list of loyal users including Olympic athletes, luxury hotels, top artists and even airlines around the world.
Background
Founded in 2007 when Motokuni Takaoka took over his uncle’s company, a manufacturer of plastic injection molding machine for fishing lines, airweave was born from a desire to do things differently.
After experimenting with different applications of the resin fiber that’s used to create fishing line, Mr. Takaoka discovered that this material was perfectly suited for a newer and better purpose: to reinvent the mattress industry and revolutionize the way we sleep.
By combining this unique material with cutting-edge Japanese technology, Mr. Takaoka built and shipped the first line of airweave top mattresses in late 2007.
The product, which is designed to synchronize to body movement and allow free airflow, became a best seller in Japan especially with enthusiastic support among athletes, who are striving for better sleep and better performance. Since then, airweave has gone on to success around the world as professionals and top athletes have adopted airweave as a way to help them perform at the highest level.
Products/Services
The company sells a wide range of bedding products including mattresses, duvets, pillows, and covers. The company has the capability of producing “airfiber”, a unique core material that has the features of promoting better sleep, and the mattresses made of this material stands as the best seller.
Markets
The company currently operates in Japan, USA, China, Taiwan, Singapore and Hong Kong. In Japan, the company has 150 stores mainly in high-end department stores and well known among consumers for its products that helps better sleep.
Industry
The company stands as one of the top competitors in the domestic bedding industry in Japan.
Location
Head Quarters (Japan):
4F Yaesu k Building, 2-1-6 Yaesu, Chuo-ku, Tokyo, Japan
US branch office:
498 Broome St, New York, NY 10013
Competitive Advantages
The strength of the company lies in 3 elements – the material, branding, and science. The material (“airfiber”) has the unique combination of benefits such as synchronization to body movement, exceptional breathability, pressure relief and washability, which is hardly found in conventional bedding materials. The products made of such material were chosen by high-profile individuals and organizations around the world, ranging from Olympic athletes/teams, luxury hotels, top artists, and even airlines, which gives authenticity to the still young brand. In addition to such strengths, the company has been conducting scientific research in collaboration with renowned institutions, such as Stanford University and IMG Academy, in an endeavor to develop products that are scientifically backed to promote better sleep.
Company Goals & Objectives
The company is aiming for $300 million sales (worldwide total) in 2020. In Japan, the target is to establish majority share in the bedding category, and further extend itself as a sleep solution brand. In overseas markets, the company’s target is to locate itself among the prominent competitors in the bedding industry while building a premium brand image.
Management
The company is managed by the board of directors, which consists of the following members.
Motokuni Takaoka – Founder, Chairman & CEO
Takaoka is the passionate leader of the company with deep experience in management. While running airweave, he also serves as the President & CEO of Nippon Kouatsu Electric Co., Ltd, a family business he succeeded from his family, and also served as the outside auditor of eAccess Ltd. (later merged with Softbank).
Takahiro Matsuda – President & CEO
Matsuda serves as the President & CEO of operations in Japan, overseeing every aspect of the business from production to marketing to sales. After becoming the youngest Sales Manager in the history of Fujitsu, he joined Softbrain Co., Ltd. as the President & CEO, leading the small start-up to a stock-listed giant.
Kunio Tadokoro
Tadokoro has been the leading figure in the development and execution of the company’s branding strategies. He has served as the director in the fashion/cosmetics brand such as Christian Lacroix (LVMH Group) and Clarins.
Tsutomu Horiuchi
Horiuchi joined the company as an outside board member in charge of the finance. He served as the CFO at MORI Building, and specializes in debt finance, which is critical for private companies.
Employees
Approx. 700 worldwide. Majority (over 600) of the employees are based in Japan, being part of the store operations and the production. Overseas operations are managed under a lean structure, consisting of 5 to 20 staffs depending on the country.
Highlights
2007
2012
2014
2015
2016
