Hero Interview with FUMIKODA Co., Ltd.: "Creating connections between customers through creative online shopping experiences and events to deepen passion for the brand"

FUMIKODA Co., Ltd. embodies Japanese aesthetics while sharing a "smart comfort" lifestyle that is kind to the planet, to animals, and to people — spreading this vision from Japan to the world. They combine functionality with fashion to create business bags and accessories that working women can use comfortably, all while minimizing environmental impact and leveraging Japan's traditional craftsmanship. We sat down with Ms. Nakasone, General Sales Manager, who oversees their online shop and customer management.

— I understand you've been using Shopify for some time now. How did you come to use Shopify in the first place?

Our founder, Koda, had a background in IT, so she was already familiar with Shopify. When we launched the FUMIKODA brand in 2016, we had global sales in mind from the very beginning — not just domestic. That meant we needed to operate a website that could work worldwide, which is why we chose Shopify as a globally recognized platform.

— Are you already expanding globally?

Yes. Recently we had a showcase at Japan House in the United States, which led to quite a few purchases from American customers. We plan to expand without limiting ourselves to any specific region.

For international customers, social media is often how they discover us. We haven't actively pushed overseas outreach yet, but some of our existing customers happen to be well-known public figures, and their posts have introduced FUMIKODA to many new people abroad.

— How do you manage your social media? You post photos featuring international models on Instagram — is Instagram being used primarily for branding purposes?

We run Instagram, Facebook, and Twitter. Most of our engagement comes from Instagram and Facebook.

On Instagram, international models are the entry point, but if you look more closely, the core message is all about Made in Japan. Our target audience is working women, and we place a strong emphasis on the brand's worldview.

We use each account for a different purpose: our official account serves as a tool for communicating the brand's vision, while the shop account functions as a communication tool for direct engagement.

On Facebook, we manage our official account. Our brand's core target demographic is women in their 40s and 50s, and this group has a high rate of Facebook usage. So it's a very effective tool for reaching our audience.

We use Facebook to share content that's difficult to convey through images alone — like our SDGs initiatives, current issues in Japan, and explanations of our environmentally conscious practices — since there are no character limits. It's the most versatile platform for telling the full story behind both our visuals and our values.

— You've been on Shopify since 2016, and I believe you reached out to us around June 2021. What challenges were you facing that prompted you to contact us?

The primary reason was that we wanted to redesign our website. We had built it ourselves since 2016, but we felt it needed to become more user-friendly. The specific issue was that our products come in many color variations, and as our catalog grew, the site became increasingly cluttered — even we found it hard to navigate. If it was difficult for us, it would be even harder for customers, so we decided it was time for a refresh.

— After speaking with several agencies, what made you choose us?

Since a website redesign is a major undertaking, most other companies were proposing a complete overhaul. StoreHero, on the other hand, proposed a more measured approach — achieving our goals through thoughtful improvements rather than a full rebuild. Your team's deep expertise left a strong impression on us.

Another significant factor was that you provided a forward-looking proposal that also made the potential risks after the redesign visible and clearly laid out. And honestly, the personality of your representative, Mr. Kurose, also played a role in our decision to work with StoreHero.

— Since StoreHero began supporting you, have there been any notable changes in how you run things?

The biggest change, of course, is that we completed the redesign itself. But beyond that, our overall operations became much more organized.

For example, we were able to properly link inventory to products, better display color variations, and add a review feature — all of which created a much smoother shopping experience for customers. That was a significant change.

Before your support, we weren't fully leveraging our customer data. Being able to put that data to work through better outreach has also been a major improvement.

— Could you share some specific examples of those initiatives?

The way we approach returning customers has changed entirely. Rather than using a one-size-fits-all approach, we now tailor our outreach based on how each customer first came to us — and that's something we've been able to do since partnering with StoreHero.

For instance, we might suggest accessories that go with a product they've already purchased, or share tips on how other customers are using it. We make a conscious effort to maintain meaningful communication with customers even after their purchase — rather than treating the transaction as an endpoint.

Our brand always had a solid base of repeat customers, but as the number of first-time buyers grew, not everyone was converting into repeat customers. By reaching out through different channels beyond just newsletters, we've been able to improve our repeat purchase rate.

Before working with StoreHero, we hadn't added a review feature. Since adding it, new customers now have more reason to trust the products and feel confident making a purchase. Since our target demographic includes many people who are hesitant about online shopping, reviews have helped us create the same sense of trust as a physical store.

— Where do most new customers come from?

We run ads on Instagram and Facebook, so a significant portion of new customers come through those channels.

— You've also introduced a product rental feature that lets customers try items before buying. Is it popular?

Very popular! There's actually a waitlist for rentals.

— What percentage of people who rent end up purchasing?

The conversion rate is quite high. More than half of people who rent go on to make a purchase.

Our brand philosophy is built around D2C, so it's essential that customers can shop online with the same confidence they'd have in person. Customers near our store can visit in person after seeing us on Instagram or Facebook, but those who are far away can't easily do that. For higher-priced items, a try-before-you-buy service gives people the reassurance they need to feel comfortable making a purchase.

It seems many customers have trouble visualizing the size of a bag online — things like whether all their belongings will fit inside. There's a strong demand to actually try loading the bag before committing. When people contact us with that kind of concern, we direct them to the rental service, and after trying it out, they can purchase with full confidence.

— Have there been any issues with the rental service?

Fortunately, we've never had any incidents — no items that weren't returned, no bags returned in poor condition. Not a single case.

— That's remarkable! What kind of customers tend to use the rental service?

Many customers who choose FUMIKODA are dealing with some kind of bag-related problem. For example, someone who has been carrying a tote bag to work for years and is now suffering from shoulder pain. They come to us a bit like getting a prescription from a doctor — they try the bag rental, find that it works wonderfully, and then decide to buy. We see quite a few customers like that.

— So you're almost like a bag doctor.

In a way, yes. It seems people have a lot of frustrations with their bags — too heavy, not the right design, and so on. We hear so many of these concerns. We even consult with customers online, taking photos of how a product looks being used in real life and showing them what it would actually look like in practice.

Customers who come to us while searching for a bag and develop an interest in the brand — when we explain the story behind why we created a product to solve a specific problem, and share our commitment to reducing environmental impact, it often sparks even more interest. Some customers read through our entire site thoroughly before visiting the store.

— It sounds like customers choose FUMIKODA because they recognize it as a problem-solving brand and one that's also doing something meaningful for society.

— Are there benefits to running both an online store and a physical store?

It's hard to fully convey the quality and functionality of our products through online channels alone, so the physical store serves as a space to experience that firsthand.

We also regularly hold salon events at the store (FUMIKODA Salon). Many of our customers are professionals at the forefront of their fields, and these events give them a stage to share expertise in their area of specialty — and a space for customers to connect with each other. Some people even attend the offline events while doing all their shopping online.

FUMIKODA users gather at the salon, and the brand becomes the thread that connects them. The lateral connections that form between customers are one of the real advantages of having a physical space.

— How many people typically attend each FUMIKODA Salon event?

Since it's limited by the store's capacity, usually around 10 to 12 people. The number varies depending on the event.

— Do most attendees already know about the salon before making a purchase?

Many do know beforehand. But there are also people who bought a bag without knowing about the salon at all, and later joined after receiving an invitation from us.

There are also people who only signed up for our newsletter before eventually attending the salon. Once they attend and see how many other FUMIKODA users are there, they sometimes hear firsthand reviews and decide to make a purchase.

Most of the people who speak at the salon are existing users, so they share their expertise in their field while also naturally talking about how much they love using FUMIKODA products. It has the feel of a circle of people who share similar values.

Since our bags are designed for professional use, many of our users are female executives and directors who speak as career role models. Being connected with FUMIKODA means you get to connect with these remarkable people — so many customers are looking for more than just a product; they're seeking added value from the brand. It's something rather unusual for a B2C brand, and we've been doing it since our founding.

As our customer base grows, the salon events attract an ever more diverse range of speakers and perspectives.

— How do you promote the salon events?

Primarily through our newsletter. Newsletter subscribers sometimes bring friends along to events as well.

That said, since we're limited by the store's capacity, when demand is high we use a lottery system to determine attendees.

We hold events on a wide range of themes, so the type of attendees changes quite a bit depending on the topic. For example, we've had events featuring female business owners in their 40s and 50s speaking on business topics, and others where a specialist in nutrition-based health management was invited to speak.

Online and in-person aren't separate worlds for us — they're connected. The store is both a shopping space and a space for connection.

One of the great things about the salon is that customers can actually see each other in person. And sometimes, someone spots another customer's product, loves it, and ends up making an additional purchase on the spot.

— Does your founder, Ms. Koda, participate in the salon events as well?

Yes, she's typically present.

Customers often tell us that meeting the designer of the brand they're actually using and hearing her speak in person makes them feel even more inspired and passionate about supporting the brand. Many say that getting to meet Koda is itself one of the reasons they come to the events. The salon definitely deepens customers' love for the brand.

Going forward, we'd love to take the events and community online. Since in-person events are currently limited to people who can come to Tokyo, we'd like to make them accessible to people across Japan — and eventually expand globally. Bags can create connections between customers, and since we're a brand that cares about the environment and takes action on social issues, owning one of our products comes with so much more than just a bag. We hope that sense of shared purpose continues to grow and draw people to support the brand.

— Lastly, could you share the direction and goals FUMIKODA is working toward in the future?

We use something called vegan leather, and plant-based and eco-friendly materials are gradually becoming more available in society. We want to continue using these kinds of materials to create even better products while minimizing our environmental footprint.

Manufacturing inevitably produces CO2 emissions, so we want to reduce those as much as possible. Our goal is to quantify our CO2 output and present that data to customers in a clear, accessible way — so they can see exactly how much we're doing for the environment.

We want to keep incorporating the latest materials and technologies to create products that are better than anything we've made before.

What sets us apart from others is our commitment to Japanese manufacturing. Sourcing materials from overseas means generating CO2 through transportation, so we want to continue building our products from new technologies developed right here in Japan.

— Thank you so much for sharing your story with us! We look forward to seeing FUMIKODA continue to lead the way as Japan's pioneer in SDGs-focused bag brands.