Familiar was established in 1950 by four women, including Atsuko Banno, who had a passion for making better things for children. We have over 70 stores all across Japan including flagship store in Kobe, proposing lifestyles for children and their family.
We help to create a future, in which all children have the chances to fulfill their potential, based on our corporate philosophy "Create Chances for Children."
Welcome to familiar
wish list
For our children's futures
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Food Is a Source of Happiness
The idea of food has been integral to familiar since our founding. We have approached food from various directions, including clothing, education, and our restaurant, continuously offering opportunities that spark children's interest in food. -
Joyful eco-action
Instead of saying "we have to," let's think of joyful ways of being ecological. Could we turn paper diapers into a forest? We are always looking for fun and inspiring ideas to better the environment for our children. -
Playing is learning
The word "education" tends to evoke the idea of academics, such as reading, writing, or math-but a child learns best by immersing in play. We treasure the creativity that blossoms when children engage in the things they love. -
Color your days with music
Music is something that allows us to connect with one another, even as strangers, or as people who speak different languages. Let's bring happiness to children with this universal communication tool that allow us to transcend our differences. -
Making art part of everyday life
We wish to offer art as an implicit part of children's lives. The impact and excitement a child receives from art can be a deeply moving force that informs their artistic expression. -
Being curious about clothes
Making and wearing clothes are part of how we express our individuality. At familiar, we strive for true freedom of style and challenge ourselves to be independent of convention. -
Experiencing the beauty of the seasons
The flowers, plants, and fruits of the four seasons; the beauty of their colors and shapes have always nourished the human soul. In the same way, creations inspired by nature capture our hearts throughout the ages. -
Integrating tradition and technology
We combine the best of our heritage textiles and motifs with cutting-edge technology as we update our products, incorporating exciting new materials to enrich our lives. -
Content visualization
The process of creating everything we offer, from clothing to food, events and education-all of which aim to create chances for children-is managed by a centralized Visual Platform, which allows us to align our hearts and minds. -
For our children's futures
The future and the past are interconnected. The past creates the present moment, which shapes the future. -
Taking up a media role
For the past 73 years, familiar has honored both internal and external relationships. We are looking forward to becoming the connecting bridge between all of our communities and embracing a new role in the media landscape.
familiar method
The "familiar method" was established to unify not only products but all of our offerings as well, including event, services, food, education, art, and UI, under a seasonal theme. We will introduce some examples of "familiar method" such as "Beppin" standard items, past pop-up events, and our brand book "wish list."
"Beppin"
"Beppin" products, which stands for high-quality goods that are comfortable to wear, easy to use, and carefully crafted with ingenuity, have long been loved as familiar's long-selling products.
Gift
For many people, the first encounter with familiar was through a gift they received. We offer a wide variety of giftsets, from gifts for newborns to gifts for adults. Whether you are familiar with us or not, we are sure you will find a wonderful gift.
Denim Bag
The denim bag is made with hopes that the users will imagine the stories embedded in the bag and share their thoughts amongst family and friends. New designs are launched every spring/summer and fall/winter collections. The durability of the handles, domestically produced denim fabric, and many other features are designed to ensure the long-lasting use of the bag.
Oboro-towel
The Oboro-towel series is highly absorbent and quick-drying. It is very easy to dry a baby's body and to carry around, due to the thinness of the towel. The soft surface fits gently against the skin, making it comfortable to touch.
Events
We offer a variety of events such as seminars to support expectant mothers during their first 1000 days from pregnancy, or Birthday Photo Shoots and Painting Sessions for children.
Past pop-up shops have provided an opportunity to promote our initiatives through store-exclusive products and events.
In addition to those held at completely new venues, some are held on an ongoing basis with a different theme each year, while others are held through collaborations with other companies or brands.
"wish list"
Brand Book
wish list
In 2023, familiar celebrated its 73rd anniversary and published a 304-page book to express the visions for the future to create chances for children. It is used as a textbook for employee education and as a tool to develop new initiatives with other companies who share the same vision.
We hope this page will help you discover familiar's enthusiasm towards children's future, and enjoy shopping at our online store, regardless of location.