FORTUNE
FAVORS
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FORTUNE
ABOUT US
What We Do
Fortune is a user-first marketing company that curates and builds brands.
We work across a deliberately broad range of categories — watches, pet accessories, organic cosmetics, carry accessories — and we are continually in discussions with partners in Japan and abroad to add new brands to our portfolio. However wide our scope grows, one principle holds it together: we start from the standpoint of a single end user — someone who loves the ocean, the outdoors, sport, and fashion — and ask what they would want to own, where they would want to buy it, and what a brand should stand for. Every brand we develop begins with that question.
Our sourcing model is just as flexible:
1. As a domestic sales agent within specialty channels — sport, fashion, and outdoor retail
2. As an import distributor for overseas brands
3. As a fabless maker that plans and develops products in-house
When a strong product already exists, we bring it to market in the best possible form; when it doesn't, we build it ourselves. Operating as both a distributor and a fabless maker is one of our defining strengths.
We also choose, deliberately, not to follow the channel conventions that Japan's market takes for granted. A watch goes to a sport shop rather than a watch retailer or an electronics big-box store. Pet products go to outdoor and lifestyle stores — never to retailers that sell live animals. Cosmetics go to organic-cosmetics specialists and sport shops rather than drugstores or variety stores. The reason we take what looks like the less efficient path is experience value: the same watch means something entirely different bought at an electronics store versus a sport shop. We design not only the product, but the context in which it is used.
Our founding members bring more than 20 years in this market — spanning planning and manufacturing, wholesale, retail, and promotion — with the assets and know-how to run a brand business end to end.
By bringing fresh angles and new experiences to focused markets, we create customers, surface latent demand, and open new markets. That is the proposal-driven, deep-dive brand business we pursue.
WHO WE ARE
私たちについて
Fortune sells products — but people create them, people sell them, and people buy and use them. The organization we aim to be is not one that simply moves goods from one hand to the next, but a team of individuals who never stop challenging themselves and are driven to grow.
When people who act with intent, take on new problems, and keep developing themselves come together, the products they handle gain real character — and that conviction reaches the customers who receive them. As a result, the products and the company grow together.
We want everyone our work touches to be better for it. Guided by the Japanese principle of "Sanpo-yoshi" (good for the seller, the buyer, and society), we value not only profit but the trust and gratitude exchanged along the way, and we aim to leave the communities and society we work with in a better state.
Products created with this intent are ones we refuse to let become replaceable commodities. We build them into one-of-a-kind products — in other words, brands.
A brand, as we define it, earns the lasting trust of its customers and carries a story of its own. That trust comes from bold design, strong function, and service that exceeds expectations — none of which appears on its own. It is earned through daily effort, through repeated challenge and growth, and through years of refinement.
This is how we create brands, and we deliver them with commitment and integrity — hoping to share that same excitement with the customers who receive them.
BRANDS
取扱いブランド
“The toughest of all the time” – one and only. A presence as a unique item in the sports and fashion scenes. Since its inception in 1983, countless advanced and functional models have been showing until this day, and their evolution continues unabated. As an authorized Casio Computer Co., Ltd., Fortune wholesales G-SHOCK to action sports and lifestyle shops nationwide. We also carry various Casio watch brands such as BABY-G, for active women, and PRO TREK, for outdoor gear with the concept of being tough and then cute.
Born in 2013 in Salt Lake City, Utah, in the wild west of the United States, Wolfgang Man & Beast is a lifestyle brand with a new concept that fits outdoor lovers and their best friends: dogs. American Made leashes and collars with graphics on high-durable and soft webbing materials. Fortune began distributing in 2015 as the exclusive distributor in Japan. Our sales policy is to "not do business with stores that sell live animals," based on our desire to "eliminate dogs and animals that are abandoned or killed due to human selfishness. We have doubts about the immaturity of the supply chain (breeding, distribution, and sales) in Japan's pet business and have distanced ourselves from it, selling wholesale mainly to outdoor and lifestyle stores.
Fortune's house brand “moani organics” is an authentic organic cosmetic developed for women who love the sea and the sun. We had numerous conversations with leading cosmetics factories in Japan to build up this brand as a made-in-Japan. It took three years and finally launched in the summer of 2016. All of our products are certificated by ECOCERT. ECOCERT is an organic certification organization, one of the largest operations of its kind in the world. To ensure that our beloved ocean is always beautiful and that we can enjoy it in the sun while giving proper care without worrying about UV damage. We create products from plants and organic raw materials through "Green Chemistry" (environmentally friendly and ethical chemistry). And seek to achieve both "sustainability" and “effectiveness.”
In 2014, under the Hawaiian sky and sea, Corby Bauer, a surfer and skateboarder, had a new idea after losing his wallet on the beach. Inspired by the elastic band used to hold broccoli in place in the produce section of the supermarket, Corby came up with the idea for a revolutionary wallet that could expand and contract. This became the origin of the THREAD® product. In 2015, Corby raised funds through crowdfunding and, together with his wife McKenzie, founded THREAD® in Utah. The company has since gone on to develop a range of products that fit into active lifestyles, including key chains and bags, all centered around its sophisticated, minimalist wallets. The company has collaborated with artists and gained enthusiastic support from young people. In 2019, Thread® was recognized by Forbes 500 list as one of the fastest growing startup in the US as well as Utah's top 10 businesses to watch. In 2024, it had seven directly managed stores and its products were available in more than 1,300 stores in the United States. We, Fortune, started to develop the brand in Japan as an distributor in the spring of 2025.
RUKKA PETS, a dog product brand originating from Finland, develops and provides high-functionality outdoor products designed to protect your beloved dog in all weather conditions. Leveraging the expertise of Rukka, which was established in the 1950s as a waterproof rainwear manufacturer, the pet product line was launched in 2011.Currently, as a member of one of the Nordic region's largest apparel manufacturers, "Luhta Sportswear Company," they focus on product development that balances functionality and design. By applying cutting-edge materials and trend analysis used for human products, they have succeeded in offering durable products at reasonable prices. Their products feature designs inspired by Nordic nature. With size options ranging from Chihuahua to large breeds and meticulous attention to detail, they provide optimal fit for dogs of all breeds. We, Fortune, started to sell the products in Japan as an distributor in the spring of 2025.
COMPANY
OUTLINE
会社概要
| Company |
Fortune Inc. |
|---|---|
| Location |
Tokyo, Shibuya-ku, Ebisu-Minami, 2-1-8, Ebisu OT Bldg. 7F Google MAP |
| Established |
Aug. 21st, 2003 |
| Capital |
16 million yen |
| Fiscal year | July |
| CEO | Takahiro Kinoshita |
| Bank |
Sumitomo Mitsui Banking Corporation, Roppongi Branch |
| Lawyer |
Omotesando Partners Law Office |
| Business Lines |
- Outdoor, Sporting, Pet goods, Accessories, Cosmetics; Planning, Manufacturing, Importing, and Sales. - CASIO watch; Distribution sales, SP planning, and Advertising. |