We want to deliver goods that “make busy days great”
HAYNI. is an adult women’s bag brand that started from a single room in an apartment in 2015. The founder started the brand when he was a single mother with a two-year-old daughter. Realizing that many women, regardless of their status or circumstances, share the same concerns, we set the mission, “How can we handle this situation gracefully?” We developed products focused on performance.
HAYNI Co., Ltd. Founder and CEO Akiko Uema tells the story of the brand’s founding and the evolution of its long-running best-selling “Rocher” collection.
Akiko Uema, Founder and Executive Officer, HAYNI Co., Ltd.
A grown-up women’s brand designed to solve problems, launched amidst adversity
We started as a small idea, held in a small room in a writer’s apartment. Women feel that roles and occasions (scenarios) increase with age. When I was a kid, I had a job character, I had a date character, I had a girl party character. Recently, there is a word called oshikatsu. If you get married, you will have more scenes such as going to school and visiting relatives in the roles of housework, childcare, and nursing. And if you want each of them to have a “spiritual likeness”, you need to dress according to the scene. However, in the busy daily life, there is no time to go shopping freely. Carrying cheap bags makes you feel like you’re living a lifestyle, so you want to have something that’s appropriate for your age. On the other hand, I don’t want to compromise too much and make it awkward to go out.
Small daily annoyances like this accumulate and become big annoyances, “I shouldn’t be like this…”. For a woman who puts herself on the back burner every day and fights for others, before she leaves the house in the morning, she looks at herself in the mirror and feels that “just as I imagined” is her day. I thought it would be a little energy to spend my time.
For women, bags and accessories are important items that reflect their identity.
There are things we can do because our problems are the same as our own little annoyances. With that in mind, I started a bag brand that’s within reach, but with a “just right” drop-off point.
In 2015, it started with a room in an apartment.
The enduring Roche series continues to innovate and improve.
Jinsha series
There are a lot of original products now, but we didn’t sell original products from the beginning. First, we purchased our satisfied genuine leather products from overseas and sold them. Then, while gradually increasing sales, we look for OEM compatible overseas manufacturers who can further shape our commitment.
In the beginning, due to the small size of the company, it was impossible to sign the contract.
It’s really hard to find a manufacturer that can shape my ideas. Through this process, we found several reliable manufacturers in Japan and overseas, and gradually increased the number of our original products.
The Rocher series was born in 2016.
The “Rocher”, which later became a long-seller, did not continue to be sold without any problems. It is a product that has been improved about 6 times in total. It was originally an original product developed based on various overseas products and aimed at making it easier for Japanese women to use.
While we continued to make improvements based on defects and customer feedback, we encountered a critical defect, stopped shipments immediately, and had to voluntarily recall over 100 units. Although we set out to improve, there was a difference in enthusiasm for product creation from overseas manufacturers at the time, and improvement was difficult. At one point, I considered stopping the sale, but I had a feeling I really wanted to get over it.
It’s hard to find girls who are as popular as “idols” in the world. However, the kid who became popular after work took a lot of work, but on the other hand, I became attached to it.
I decided to keep improving “Rocher” because I thought it was worth the challenge, since it’s such a difficult product.
Therefore, the temperature difference from the manufacturer must be eliminated. In addition to waiting for improved products, the staff also used the translation function to propose ways to improve the product, share the voices of Japanese customers, and share the future potential and vision of the product. Over the course of several months, we created a process to enhance durability and bring about improvements.
It became an instant hit, selling 600 units in a month. After that, we established a system to improve quality with local companies, and we were able to stably provide customers with what we wanted to do.
and the future “latest version of the Rocher collection”
Lightweight and large-capacity feminine fashion cool BAG
Loche Quilted Boston Bag (LL) Size / HAYNI / ¥9,900 (tax included)
HAYNI “Loche Quilted Boston Bag Roche Quilted Boston (LL) Size” is the latest model in the Roche series and has always been a hot seller. This is a stylish and elegant travel Boston bag that can be recommended to a wide range of generations.
cause of birth
This is what I saw on the Shinkansen platform one day. When I see beautifully dressed ladies with big bags on their backs, it reminds me of how I felt when I first started the company.
Working women all over the world want to create a bag with a large capacity (fashionable) that is not awkward even when going out with a lot of luggage (role) (clients, girls’ nights, dates, promotions, etc.). The Rocher Boston bag was born with the theme of “femininity in a big bag”.
five point commitment
1. With the theme of “big bag is also feminine”, the slider adopts a feminine round design. The bag can also be folded.
2. The inner fabric is a slightly flashy Dalmatians pattern, the moment you open the bag, you can feel the joy of women.
3. The zipper is YKK which Japan is proud of. When we started out, we had a history of bad zippers, so we were particular about the zippers we used.
4. The pockets and characters made of mesh material can minimize the pressure of plastic bottles and umbrellas falling in the bag when using the bag, and time-consuming looking for things. Put the pockets away.
5. For the length of the handle, we found the best solution, even in winter, you can easily put your arm through the coat and put things in and out while hanging it on your shoulder. Also, when you don’t have both hands, you want to hang it diagonally! A shoulder strap is also included for these occasions.
It is one of the largest sizes in Heini and can hold a lot of stuff. As the pocket is very substantial, the functionality is perfect, too. It can be used not only for travel and daily life, but also for golf, yoga, gym, ballet, dance, and as a mother’s bag for various classes.
Internal side pockets hold bottles, water bottles, foldable umbrellas and more.
Promote the HAYNI brand from Japan to the world
Bags are one of those items where women can accomplish small but important tasks. The same goes for foreign women. As a Japanese brand, our goal is to become the brand chosen by people overseas, and we have been working towards this goal since last year. (We will be launching our own cross-border website in 2022. We will also be showing and consigning in Brooklyn, NY from November 2022.)
We value the balance between casual and formal, and pay attention to coordination with various styles. We mainly offer sustainable genuine leather bags where you can enjoy the aging of the leather while using it while catching trends modestly. An adult women’s brand that aims to solve the problem of “making busy days wonderful”.
HAYNI Co., Ltd.Overview
Company Name: HAYNI Co., Ltd.
Head Office: 3-9-35 Juhachijo, Yodoga-ku, Osaka 532-0001
Representative: Akihiko Nishimoto
Established: April 17, 2017
Official store: https://www.hayni.jp/
Rakuten Market: https://www.rakuten.co.jp/hayni/
Yahoo: https://store.shopping.yahoo.co.jp/hayni/
Overseas site: https://hayni.net/
Corresponding major countries in the market:
Hong Kong, Singapore, USA, Taiwan, China, Malaysia, Korea, Australia, Thailand, UK, Canada, etc.
Official Instagram
https://www.instagram.com/bag_hayni/
@bag_hayni
#hayni
Official LINE
https://page.line.me/616ypskt?openQrModal=true
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HAYNI Co., Ltd. Public Relations Manager
Contact form: http://hayni.co.jp/contact/
Company website URL: http://hayni.co.jp/
