Japan Home Improvement Centers
Like in the United States, the home improvement industry in Japan has been growing as consumers work on DIY projects during the COVID-19 pandemic. This growth offers an opportunity for U.S. exporters of products typically sold in home improvement centers, such as home improvement products, home deco products, home patio and gardening goods, and outdoor gear (camping equipment, etc.).
The Japan DIY・HC Association (JDHA) reports that sales at its members’ home improvement centers reached approximately $37 billion in 2021. These figures are higher than for Germany’s home improvement industry, the largest market in Europe. According to JDHA, there are approximately 5,000 home improvement stores in Japan. Even prior to the pandemic, Japanese consumers started showing more interest in DIY projects as local television programs began introducing DIY renovations featuring Japanese celebrities.
Characteristics of Japan’s home improvement centers:
- According to industry experts, the best-selling products during 2020 - 2021 have been garden landscaping goods and camping equipment.
- Industry experts state that consumers today seek unique products and are less focused on low prices when compared to consumers from a decade ago.
- While Japanese department stores still carry out consignment sales, home improvement centers purchase all ordered goods.
- Leading home improvement center chains purchase directly from overseas suppliers, while many retailers prefer to buy from local distributors.
- Consumers are showing interest in work wear for younger female customers, safety shoes, functional tools and products, and innovative and sustainable products.
- U.S. sellers often impose a minimum purchase requirement to fill a 40-feet container. This requirement has made it difficult for Japanese home improvement centers to purchase goods from the United States. While these Japanese centers often have an agent in the United States that can consolidate shipments from multiple suppliers, a smaller minimum requirement may further encourage Japanese buyers to purchase more U.S. goods.
JDHA organizes the Japan DIY/HC Show, a comprehensive trade show for the home improvement center industry. The next event is scheduled for August 25-27, 2022 at Makuhari Messe outside of Tokyo. Buyers from home improvement centers and general merchandise stores, department stores, hardware stores, and outdoor/camping equipment stores will attend this show, which also offers matchmaking services for exhibitors. According to JDHA, largely executives from leading home improvement center chains participate in this event.
For more information about Japan’s home improvement industry and the Japan DIY/HC Show, contact Commercial Service Japan at office.osaka-kobe@trade.gov or visit our website at https://www.trade.gov/japan.