We Don't Just Draw Up Strategy — We Work the Field Ourselves.
Many Japanese brands with good products stall at the "next step." Replacements takes on everything from market research to carrying out sales activity, as the partner that gets stalled sales channels moving.
This page describes our work for brands based in Japan. It shows how we operate inside Japanese retail day to day, with the same network and the same approach we bring to overseas brands entering Japan.
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Founded by Akira Kariya — 25+ years in the outdoor & apparel industry, from the retail floor to buying and brand management, and currently an active Executive Partner leading Japan market strategy for overseas brands.
Challenges Facing Japanese Brands
- Sales are concentrated in certain channels or areas, and new account development has stalled
- Limited dedicated resources to put into sales
- Trade shows and PR aren't being used effectively
- The brand's strengths aren't reaching the intended audience
- Good products and technology, but stuck with old ways of selling and presenting the brand
- Want to eventually look overseas too, but don't know where to start
What Replacements Does
Market Entry & Business Development
From strategy that reflects the market environment and distribution structure to building contact with retailers and distributors, we provide practical, hands-on support.
Market Research & PR Strategy
Combining trade shows, PR, advertising and digital measures, we support brand awareness and market penetration.
Market Analysis & Brand Strategy Consulting
Beyond short-term results, we support medium- to long-term brand value and sustainable business growth.
Support All the Way Through Execution
Beyond strategy, we can also take on the day-to-day work in Japan itself:
Sales Agency (Sales Rep) Service
Replacements acts as your "sales contact," handling negotiations with retailers and distributors and securing orders. Inventory and invoicing stay with your brand, so you keep control while handing over only the sales activity.
Wholesale Agency Service
Replacements can handle the entire wholesale operation in Japan, including sales and invoicing to retailers. Your brand doesn't need to be involved in distribution operations in Japan.
Why Brands Choose Replacements
Beyond strategy proposals, we personally handle actual negotiations and order-taking. This is not consulting that hands you a plan and leaves.
25+ years of hands-on experience, from retail sales to buying and brand management. We can make proposals from the buyer's perspective.
We have a network in Japan where deals actually move: specialty retailers, mass retailers, trade show organizers and media.
Having led Japan operations for German, Nordic and French brands, we can propose strategy that also takes overseas dealings and future overseas expansion into account.
How We Work
Free 30-minute consultation to hear your current situation and goals
Understanding the current state through market research and competitor analysis
Strategy proposal (including which engagement model fits your situation)
Execution (sales activity, PR, trade shows and more)
Regular reviews and strategy adjustments
Track Record
We have supported more than 120 market analysis and strategy engagements.
Japanese Outdoor Brand D
Challenge: Through its existing distributor, the brand was treated as an afterthought alongside other, larger brands, with no real push into specialty and mass retailers
Result: Through store-by-store sales agency, expanded accounts to include stores the previous distributor had never reached
Japanese Apparel Brand E
Challenge: An aging customer base and old business customs made it hard to picture a new target audience
Result: Redefining the brand story and rethinking trade show choices is widening contact with a new customer base
25+ Years, Built Up One Site at a Time
2000–2011 — At a leading Japanese outdoor brand, worked in retail sales and as an outfitter (guide) at the same time. Learned customer service, product knowledge and store operations on the floor
2011–2017 — At an outdoor specialty retailer, worked as merchandiser and footwear buyer, responsible for purchasing, ordering and sales management
2017–2019 — Led Japan operations for German, Nordic and French brands, responsible for developing sales channels and planning and carrying out sales strategy
2019–2020 — As a sales planner for a Japanese drinkware, apparel and outdoor accessories company, sourced overseas brands at international trade shows such as ISPO and opened new accounts with specialty and mass retailers
2020 — Went independent as the sole proprietorship "replacements"
2025–present — Incorporated Replacements, LLC. Also leads strategy for overseas brands entering Japan as Executive Partner at an outdoor brand distributor
Company Overview
- Company name
- Replacements, LLC (合同会社リプレイスメンツ)
- CEO
- Akira Kariya
- Founded
- October 2020 (sole proprietorship). Incorporated: October 2025
- Location
- Koto-ku, Tokyo 135-0041, Japan
- Corporate Number (Japan)
- 8010603011831
- Banks
- MUFG Bank, Sumitomo Mitsui Banking Corporation, Mizuho Bank, Bank of Yokohama
- Phone
- +81-3-6821-2370
- info@replacements.jp
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Frequently Asked Questions
How do we choose between Sales Agency and Wholesale Agency?
If your brand has the setup to handle inventory and invoicing itself, Sales Agency is the better fit. If you'd rather hand over all operations in Japan, Wholesale Agency fits. In a free consultation we decide together, based on how much you want to hand over and how your products currently flow in Japan.
Our brand is still small. Can we ask for help?
Yes. We work with brands of any size. In a free consultation, we'll propose support that fits your situation.
What should we prepare before getting in touch?
A product catalog or price list helps, but it isn't required. We'll sort things out together during the free consultation.
We already have a distributor and sales network. Can we hire you just for PR or trade show support?
Yes. Beyond sales channel support, you can also engage us for individual services such as PR and marketing.
Do you work with competing brands at the same time?
It depends on the situation. If there is a chance of supporting brands in the same category and market at once, we check carefully for conflicts of interest before taking it on. If you have concerns, please ask.
How much does it cost, and how long is the contract?
Costs vary significantly with the scope of support, brand scale and product category, so we don't publish fixed prices on this website. In a free consultation, though, we give you a straight answer on cost, and "just tell me the ballpark" inquiries are welcome. Contracts range from project-based to monthly, depending on the engagement. For new sales channel development, a monthly fee plus commission is our standard. In other cases, we decide individually after hearing your situation.
Why is there a monthly fee for new sales channel development?
For something new, groundwork has to come before sales begin: assessing channels, selecting candidate accounts, and preparing and coordinating with them. The monthly fee supports that work in the meantime. Once sales begin, commission based on sales is added. Whether your brand counts as "new" is something we confirm together in the free consultation. In other cases, we decide individually after hearing your situation.
Let's Talk — 30 Minutes, No Obligation
Not sure which service or engagement model fits? That's fine. We offer free consultations built around execution, not just proposals.