According to ShineGlobal, cross-border furniture e-commerce company CAGUUU recently announced the completion of a ¥650 million (4M USD) Series A financing round. The round was co-led by X&KSK Fund, founded by Japanese football star Keisuke Honda, and GSR Ventures. The funds will be mainly used for team expansion, fulfillment system optimization, local service upgrades, and expansion into markets beyond Japan.
Previously, at its founding in 2024, the company raised ¥300 million(1.9 M USD) in seed funding, with investors including JAFCO Group Co., Ltd., Japan’s largest venture capital firm, and PKSHA Algorithm Fund. The company has now raised a total of ¥950 million(6M USD) across two rounds.
Founded in May 2024 and headquartered in Tokyo, CAGUUU focuses on integrating Chinese furniture supply chain resources and providing high-value, wide-selection furniture and home products to Japan and other overseas markets through branded operations. In its initial phase, the company is primarily focused on the Japanese market, aiming to offer Japanese consumers high-quality, cost-effective furniture and home products.
With a core model of “Chinese supply chain + Japanese brand,” CAGUUU aggregates products from mature Chinese brands and factories and sells them to overseas consumers. The platform currently offers over 2,500 products, with nearly 30,000 SKUs, covering large furniture items such as sofas, tables and chairs, mattresses, and ergonomic chairs. By the end of the year, the company plans to expand its catalog to 5,000–8,000 products.
The Japanese furniture market has long been dominated by offline mass-market brands (such as IKEA and Nitori) with limited SKUs, and high-end designer brands with premium pricing. CAGUUU fills this gap by using a light-inventory model to quickly aggregate proven high-quality products from China, leveraging design diversity and pricing advantages. For example, a sofa produced by a Chinese supply chain on the platform may sell for only one-half to one-fifth of the price of comparable high-end Japanese brands.
At the end of 2024, CAGUUU formed a strategic partnership with Kujiale, a home design software platform. Users can place orders directly after completing their designs, creating a closed loop of “design – product selection – fulfillment.” In terms of localization, the company combines Japan-based warehouses with direct shipping from China, keeping the average return rate at an extremely low level.
From an industry perspective, cross-border furniture e-commerce faces challenges such as complex supply chain management, high logistics costs, and localized service requirements. CAGUUU works closely with domestic suppliers and has established partial forward warehouses in Japan to improve last-mile delivery efficiency. Founder SAM Liu previously served as Head of SHEIN Japan, where he built the business from scratch and scaled it successfully. The core team brings strong experience in both cross-border e-commerce and local market operations.
Currently, CAGUUU has launched a brand upgrade initiative and is set to sign Keisuke Honda as a brand ambassador to strengthen local trust. The company plans to expand into South Korea, Southeast Asia, and other East Asian markets within the year, while further optimizing its supply chain system to speed up product launches.
“The Japanese market is extremely demanding when it comes to quality and service. If we can firmly establish ourselves here, expansion into global markets will be much more certain. On the supply chain side, we will continue to actively expand cooperation with leading domestic furniture and home brands and factories, and we also hope to work with more strong supply chain partners to jointly expand overseas markets.”