familiar

familiar is a Japanese childrenswear company founded in Kobe in 1950 by four women including Atsuko Banno. It makes baby and children's clothing, shoes, bags and nursery goods, with more than sixty stores in Japan.

What is familiar?

familiar is one of Japan's best known childrenswear brands. It was established in Kobe in 1950 by four women, including Atsuko Banno, and its corporate philosophy is to "Create Chances for Children".

Products and positioning

The brand covers far more than clothing. Its range includes baby and children's clothes, underwear, outerwear, shoes, hats and bags, as well as tableware, bedding, towels, blankets, bathing goods, stationery and picture books. Signature lines include:

• Organic cotton basics
• Hand embroidery
• The Lucky animal print
• New Style collections

familiar positions itself at the premium end of childrenswear, with a strong emphasis on quality, tradition and gifting.

Distribution

The company operates more than sixty stores across Japan, led by the Kobe Main Store, and sells online through its official site. It also offers services for expectant parents under its for the first 1000days programme, including events, maternity seminars and birthday photo shoots.

Why it matters

With roots going back to the post war years, familiar is a long established Japanese heritage brand in childrenswear. It shows how a children's label can extend into services and lifestyle goods to stay with families from pregnancy onwards, and it has set a long term vision towards its centenary in 2050.

Frequently asked questions

Who founded familiar?

familiar was founded in Kobe in 1950 by four women, including Atsuko Banno.

What does familiar sell?

familiar sells baby and children's clothing, shoes and bags, plus tableware, bedding and other goods for families.

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