2025.05.13

Supporting Family Smiles: The Craftsmanship of "Birthday"—The Future of Children's Clothing Envisioned by Shimamura Group

#Shimamura

#Birthday

#children's clothing

#baby clothing

#influencer

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SHIMAMURA Co., Ltd. runs the specialty store for baby and children's products called Birthday. Since the launch of the business in 2000, they have continuously developed products tailored to families raising children.

From materials, safety, and functionality to price and design—they approach all aspects earnestly, aiming to bring color and comfort to the everyday lives of parents and children. In recent years, the company has featured collaborations with influencers and introduced efforts to address ethical consumption, responding to the changing times and consumer voices.

This time, we interviewed a representative from the Birthday advertising and PR department (hereafter, “the representative”) to learn about how Birthday was born and what values shape the brand’s philosophy.

Birthday Born on the Axis of High Sensitivity, High Quality, & High Functionality

Shimamura was founded in 1953 in Ogawa Town, Saitama Prefecture, when a local kimono shop restructured its individual business into a corporation and became "Shimamura Drapery Store Co." Today, with roughly 2,200 stores in Japan and overseas—spearheaded by Fashion Center Shimamura—the company fulfills a role as social infrastructure, ensuring a steady supply of essential clothing items.