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  • How has DIY become big in Japan?
  • How has DIY become big in Japan?
    takasuii, Creative Commons (2014) ©
CASE STUDY

DIY-tool.com: remodelling the Japanese home

With more than ¥1 million in monthly sales, DIY-tool.com is catering to the rapid uptake of DIY in Japan. Shifting attitudes towards the home have enabled people to see how DIY can be both useful and enjoyable. But in a society that fetishises the new, what’s the appeal of fixing up the old?

Location Japan

Scope
When 27-year old Takehito Yamada decided he wanted to marry his wife, he was unaware it would also mean taking on a 78-year-old hardware wholesaler. “My father-in-law said that if I am to marry his daughter then he would like me to take over the business,” he recalls. “I had always thought about starting my own business, so I thought I’d give it a go.” [1]

Little more than a decade later – after a few risky business moves and a digital makeover – DIYtool.com has become the largest online retailer of DIY products ...

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