Sitateru and Established Uniform Manufacturer Launch Joint Project for Civilian Market Expansion

Sitateru Co., Ltd. (Headquarters: Kumamoto City, Kumamoto Prefecture; Representative Director: Hidekazu Kono; hereinafter "Sitateru") has launched a joint project with Kanpara Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture; Representative Director: Mitsuhiro Kanpara; hereinafter "Kanpara"), a uniform manufacturer based in Kanagawa, starting February 2026, to expand into the civilian market. Sitateru will support Kanpara from brand strategy development to the execution of digital initiatives, aiming to create a new model for civilian market expansion by leveraging Kanpara’s manufacturing capabilities honed through government contracts.

Market Background

The domestic uniform market is projected to maintain solid demand, reaching 552 billion yen in fiscal 2024 and an estimated 567 billion yen in fiscal 2025*. In recent years, the role of uniforms has been evolving. Beyond traditional functionality, uniforms are increasingly recognized as tools for corporate branding, employee welfare, and recruitment enhancement, leading to a renewed evaluation of their value.

In this shifting landscape, uniform manufacturers primarily serving government and public institutions have focused investments on operational efficiency, such as AI-based measurements, logistics automation, and web-based ordering systems. However, investment in essential areas like "brand design" and "marketing," crucial for responding to market changes, remains limited. As a result, despite possessing strong product capabilities, many manufacturers fail to sufficiently raise brand awareness or build customer engagement, missing opportunities in the civilian market.

*Source: Yano Economic Research Institute, Inc., "Survey on the Uniform Market (2026)" (published March 31, 2026)

Overview of the Project

Kanpara, with 80 years of history and over 1 million uniforms delivered cumulatively, has built its strengths on a unique quality management system that meets government and public institution standards. However, it has faced the challenge of not fully communicating its high quality, custom specification responsiveness, and stable supply capabilities to the civilian market.

To address these challenges, Sitateru will act as Kanpara’s branding partner in this project. Specifically, Sitateru will handle brand strategy development, PR, web direction, and the execution of digital initiatives. Through these efforts, the value of Kanpara’s "trusted manufacturing," cultivated through public sector work, will be redefined and made visible in a way that resonates with the civilian market. Building on this initiative, Kanpara aims to expand its uniform business for private enterprises in sectors such as railways, hotels, and protective clothing.

Both companies aim to widely share the insights and outcomes from this project, serving as a pioneering case for manufacturing companies that possess strong technical capabilities but struggle to reach the market.

Comments

Mitsuhiro Kanpara, Representative Director, Kanpara Co., Ltd.

"Since our founding, we have always valued quality and integrity above all, delivering over one million uniforms cumulatively. We now aim to deliver this value to a broader market, including private enterprises. This joint project with Sitateru is a significant step toward that goal."

Hidekazu Kono, Representative Director, Sitateru Co., Ltd.

"Kanpara has been a manufacturer that has consistently met the strict standards of government institutions for 80 years. In this joint project, we will translate their 'core strengths' into a form that communicates effectively in the market and co-create a new model for civilian market expansion."

[Company Overview: Kanpara Co., Ltd.]

Company Name: Kanpara Co., Ltd.

Representative Director: Mitsuhiro Kanpara

Business: Planning, manufacturing, and sales of uniforms for government institutions, schools, and corporations, as well as disaster-preparedness and protective clothing

Founded: June 1946

Headquarters: 3-13-3 Nishitani, Hodogaya-ku, Yokohama-shi, Kanagawa 240-0054, Japan

Website: https://kimpara.co.jp/companyprofile/

[About Sitateru Co., Ltd.]

Provides a digital production platform to support the creation of apparel and lifestyle products. With the mission of "Revolutionizing supply chains and unleashing imagination," the company is building infrastructure for the future of manufacturing.

▼ Service Websites

・sitateru CLOUD　https://sitateru.com/features

・sitateru MARKET https://sitateru.com/market/

・i/MAG　https://imag.sitateru.com/

▼ Company Overview

Company Name: Sitateru Co., Ltd.

Representative Director: Hidekazu Kono

Business: Providing a digital production platform for apparel and lifestyle products

Established: March 2014

Headquarters: 2F, 1-14-1 Kasuga, Nishi-ku, Kumamoto City, Kumamoto 862-0956, Japan

Tokyo Branch: 2F, The Parklex Toranomon, 1-2-11 Toranomon, Minato-ku, Tokyo 105-0001, Japan

Website: https://sitateru.co.jp/