Birthday
Shimamura · Japan
Birthday is a Japanese speciality retailer of baby and children's clothing and goods, launched in 2000 by the Shimamura group. It covers clothing, goods and childcare items from birth through elementary school age.
| Launched | 2000 |
|---|---|
| Parent | SHIMAMURA Co., Ltd. |
| Origin | Japan |
| Focus | Infant and children's products |
| Age range | Birth to elementary school |
| Website | s-birthday.com |
What is Birthday?
Birthday (バースデイ) is a Japanese speciality store chain for infant and children's products, operated by SHIMAMURA Co., Ltd.. Shimamura, founded in 1953 in Ogawa, Saitama Prefecture, started the Birthday business in 2000.
Products and positioning
Birthday serves families from childbirth through elementary school age, combining clothing with practical goods:
- Baby and children's clothing
- Miscellaneous goods
- Childcare items
Its positioning focuses on high sensitivity, high quality and high functionality. Compared with the everyday baby and kids ranges in Shimamura's main stores, Birthday offers more specialised, higher function items, including ranges developed jointly with suppliers such as MY LITTLE WONDER and futafuta.
Collaboration products with influencers and popular brands are a regular feature of its assortment.
Distribution
Birthday operates through its own stores in Japan and its online shop, as part of a Shimamura group network of roughly 2,200 stores across its formats in Japan and overseas.
Why it matters
Birthday shows how one of Japan's largest value apparel groups segments its business, using a dedicated format to capture spending on babies and young children with a more specialised offer than its general stores.
Frequently asked questions
Who owns Birthday in Japan?
Birthday is operated by SHIMAMURA Co., Ltd., which launched the store format in 2000.
What does Birthday sell?
Birthday sells baby and children's clothing, goods and childcare items for ages from birth to elementary school.