Saha Group Partners with Etoile Kaito to Launch “Kamakura neco salon” Introducing a new retail lifestyle concept with a cat-themed, Japanese-inspired experience to the Thai market

Saha Group, in collaboration with Japanese wholesale brand Etoile Kaito, has officially launched “Kamakura neco salon”, a popular cat-themed lifestyle store from Japan. This strategic move aims to penetrate the "mung-ming" (cute/adorable) segment of the Thai market through an omnichannel retail strategy, delivering charming Japanese culture through heartwarming, well-designed everyday items that are perfect for gifting.

Mr. Boonsithi Chokwatana, Chairman of Saha Group, stated that the Group has partnered with Etoile Kaito & Co., Inc. a leading wholesale company from Japan, to introduce the well-known Japanese cat-themed lifestyle product brand “Kamakura neco salon” to the Thai market. The objective is to bring the charm of Japanese culture to life through creative product designs that seamlessly combine cuteness with functionality. This collaboration marks a significant strategic opportunity to introduce a new lifestyle format to Thai consumers through the expansion of the “Kamakura neco salon” brand.  This leverages Saha Group’s extensive retail network along with Thailand’s rapidly growing lifestyle and pet product market.

“This project is not just about bringing cute Japanese products for sale, but about creating a new experience for Thai consumers through thoughtfully selected items that comfort the heart and have the potential to sustainably grow both consumer and supplier markets,” Mr. Boonsithi. said

Mr. Kinnosuke Hayakawa, President of Etoile Kaito & Co., Inc. stated that Etoile Kaito operates a modern membership-based wholesale model, with a flagship location in Nihonbashi, Tokyo. The company provides end-to-end retail services, including store opening consultation, product development, and retail management—both domestically and internationally. Etoile Kaito has already expanded its business to various international markets such as Taiwan, Hong Kong, South Korea, and China, and this launch marks its official entry into the Thai market. Thailand was selected for its strong potential, driven by growing popularity of Japanese culture and a flexible retail structure that supports business expansion.

“The arrival of Kamakura neco salon brings more than just products—we bring a vision of ‘Cat × Lifestyle,’ a way of sharing Japanese culture, especially from Tokyo and Kamakura, through everyday items that bring happiness, cuteness, and warmth to the heart,” Mr. Kinnosuke said

As for the expansion strategy for “Kamakura neco salon” in Thailand, it will begin with a flagship store and expand to other retail outlets through a Shop-in-Shop model or by establishing product corners within existing stores. The strategy includes an omnichannel approach, covering both online and offline platforms, to ensure a complete and seamless shopping experience for Thai consumers.

The mission of the Kamakura neco salon brand is to deliver small smiles through cat-themed products that can add color to daily life and serve as heartfelt, comforting gifts.