Navigating Japan's retail landscape, language, and business customs can be challenging from abroad. Replacements bridges that gap — so your brand can focus on product, while we focus on getting it onto Japanese shelves.
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Founded by Akira Kariya — 25+ years in the outdoor & apparel industry, including brand management for German, Nordic, and French footwear/apparel brands entering Japan, and an active Executive Partner role at a Japan-based outdoor brand distributor.
We design a go-to-market strategy based on Japan's retail structure and connect you with the right retail partners.
We analyze your competitive landscape and build a PR/marketing plan tailored to Japanese consumers and trade media.
We help position your brand for long-term success, not just a one-off launch.
Beyond strategy, we can take on the day-to-day work in Japan:
We act as your sales representative, managing retailer relationships and order generation, while you retain control of invoicing and operations.
We take full ownership of your import and wholesale operations in Japan, so you don't need to build a local entity or team.
As country manager for German, Nordic, and French footwear and apparel brands, our founder built their Japanese distribution from the ground up — not as a consultant advising from the sidelines, but as the person directly responsible for the result.
From retail floor to buyer to brand manager to executive partner — 25+ years of hands-on experience across sales, merchandising, and brand strategy in the outdoor and apparel industry.
An established network of specialty retailers, mass retailers, media, and trade show organizers across Japan, including active involvement in international trade shows such as ISPO.
End-to-end support — from strategy to execution — under one partner.
Free 30-minute consultation to understand your goals and current situation
Market assessment — research, competitive landscape, and channel options
Strategy proposal — a tailored entry plan with clear engagement model options
Execution — sales, PR, trade shows, and ongoing support
Ongoing review — adjust strategy as you grow
We've supported 120+ market analysis and brand strategy projects.
Challenge: A retail-led business in Japan needed to shift to a more efficient sales structure to support growth.
Result: Achieved a more efficient sales structure, laying the foundation for sustainable growth.
Challenge: No presence in Japan, no resources to build an in-country import and wholesale operation.
Result: Entered the market without building a local operation, securing distribution quickly through our existing network.
Challenge: Unclear brand positioning in a highly competitive market.
Result: Achieved multi-channel retail placement in its first year, along with media coverage opportunities.
2000–2011 — Retail sales and outfitter (guide) work at a major domestic outdoor brand. Learned customer service, product knowledge, and store operations from the ground up.
2011–2017 — Merchandiser and footwear buyer at an outdoor specialty retailer, responsible for purchasing, ordering, and sales management.
2017–2019 — Country manager for German, Nordic, and French footwear and apparel brands at a distributor, responsible for Japan channel development and sales strategy.
2019–2020 — Sales and planning for domestic drinkware, apparel, and outdoor goods, including international brand sourcing through trade shows such as ISPO.
2020 — Founded "replacements" as an independent consultancy.
2025–present — Replacements, LLC incorporated. Concurrently serves as Executive Partner (Business Development) at a Japan-based outdoor brand distributor, overseeing Japan market entry strategy for overseas brands.
If you already have the resources to manage inventory and invoicing, Sales Agency (B) is a good fit. If you'd rather hand off all Japan operations, Import & Distribution Agency (A) is the better fit. Not sure? Let's talk it through.
Yes. Brand size is not a barrier — we'll start with a free consultation to understand your situation and propose a fitting scope of support.
A product catalog or price list is helpful but not required. We can work through the details together during the free consultation.
Yes. Market entry support is not required — PR, marketing, and trade show services can be engaged individually.
We evaluate this case by case. If there's a possibility of representing brands in the same category and market, we confirm there's no conflict of interest first — feel free to raise this directly with us.
Fees vary significantly by scope, engagement model, and product category, so we don't publish a flat rate — but we won't be evasive about it during your free consultation either. Contract terms range from project-based to monthly retainers, depending on what fits.
Exploring the Japanese market? We offer free consultations built around execution, not just proposals.
