Este

Basic Information

Stock Code
4951
Industry
Chemicals
Category Detail
Daily Necessities & Household Products
Prefecture
Tokyo
Establishment Year
August 1948
Listing Year
January 1984
Official Website
https://www.st-c.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
ZOA, Kao, Lion, Mandom, I-ne, Kobayashi Pharmaceutical, Earth Corporation, Fumakilla, Tairakawa Hutech, Sun Life Holding, Nanshin, Dream Bed, Sonocom, Kenzo

Overview

Este is a chemical-based daily goods manufacturer founded in 1948, boasting top-class brand power and technological prowess in the deodorant and insect repellent sectors domestically.

Current Situation

Este posted consolidated sales of about 48.3 billion yen and operating profit of about 1.8 billion yen in FY2023. Its flagship household deodorant 'Shoshoryoku' and clothing insect repellent 'Mushuda' hold high market shares in Japan. In recent years, it has focused on developing deodorant and fragrance products, expanding its lineup through technological innovations. In 2024, it acquired Kao's Nyan Tomo Clean Toilet business, advancing diversification. Aiming for a sustainable society, it pursues environmentally considerate product development and outsources packaging to facilities for the disabled. Going forward, it positions deodorization technology and heat products as key growth pillars, seeking to enhance brand value and expand market presence. It also responds swiftly to incidents, committing to legal compliance and rebuilding consumer trust.

Trivia

Interesting Facts

  • 'Este' is a coined term from Service and Trust
  • Clothing insect repellent Mushuda is the No.1 domestic share brand
  • Deodorizer 'Shoshoryoku' is the company's representative mega-brand product
  • The chick trademark symbolizes sincerity and freshness
  • In 2007, removed 'Chemical' from company name to accelerate diversification
  • In 2024, acquired 'Nyan Tomo Clean Toilet' business from Kao
  • Diverse daily goods manufacturer in insect repellents, dehumidifiers, gloves, etc.
  • Rare case where president and directors appeared in commercials
  • Over 70 years focusing on proprietary deodorization technology development
  • Successfully restructured brands amid market maturation

Hidden Connections

  • Acquired Kao's 'Nyan Tomo Clean Toilet' business to strengthen pet products sector
  • Competes with Fumakilla and Earth Corporation as major insect repellent maker
  • Intense market share battle with Kobayashi Pharmaceutical in deodorant air freshener sector
  • Proprietary deodorizing beads are source of market competitiveness
  • Outsourcers packaging to local disabled facilities for social contribution
  • CM features T.M.Revolution and diverse talents
  • Mushuda insect repellent mascot character is 'Mush Monsieur Kumawo'
  • Listed on Tokyo Stock Exchange Prime while deploying distinctive niche products

Future Outlook

Growth Drivers

  • Differentiation through technological innovation in deodorant and air freshener markets
  • Business expansion in pet care products
  • Increasing demand for environmentally friendly products
  • Growth in heat products and medical heat sector
  • Enhanced response to diversifying consumer needs
  • Brand strengthening and sales expansion domestically and internationally
  • Revenue base expansion through new business areas
  • Expanded use of digital marketing
  • High-functionality and safety improvements in product lineup
  • Enhanced corporate value from ESG investment tailwinds

Strategic Goals

  • Build top brand in pet products market
  • Raise eco-product sales ratio above 40%
  • Launch deodorization technology overseas and expand share
  • Promote development and sales of medical heat products
  • Achieve 10 billion yen scale in new businesses through innovation
  • Sustainable product manufacturing and 30% CO2 emission reduction target
  • Strengthen digital sales channels and expand customer touchpoints
  • Ongoing advertising investment for brand awareness improvement
  • Advance smart factory transformation at production sites
  • Thorough legal compliance and social responsibility to ensure trust

Business Segments

Household Products Wholesaling

Overview
Handles wholesaling of household products, accommodating diverse distribution channels.
Competitiveness
Extensive distribution network and reliable product lineup
Customers
  • Various distribution chains
  • Home centers
  • Department store wholesalers
  • Specialty stores
Products
  • Deodorizers & Air Fresheners
  • Insect Repellents
  • Dehumidifiers
  • Household Gloves

Heat Products for Medical & Care Facilities

Overview
Supplies heat therapy products to medical institutions.
Competitiveness
Development capabilities for medical device certified products
Customers
  • Hospitals
  • Nursing homes
  • Medical equipment retailers
Products
  • Medical Gene
  • Heat Gel Sheets
  • Heat Belts

Industrial Rust Prevention & Lubricant Products

Overview
Provides rust preventive lubricants used in industrial settings.
Competitiveness
Reliability backed by long track record
Customers
  • Manufacturing industry
  • Auto repair shops
  • Machinery manufacturers
Products
  • Rust Preventive Lubricants
  • Specialized Spray Products

Body Warmer & Heat OEM Business

Overview
OEM manufacturing and sales support for body warmer products.
Competitiveness
High technological capabilities and quality control
Customers
  • Major pharmacy chains
  • Drugstores
  • OEM contractors
Products
  • Disposable Body Warmers
  • Heat Sheets
  • Gel-Type Heat Products

Pet Care Products Sales

Overview
Expanding sales network in pet-related business.
Competitiveness
Product diversification via business acquisition from Kao
Customers
  • Pet shops
  • Veterinary clinics
  • Online retailers
Products
  • Nyan Tomo Clean Toilet Business
  • Deodorizers
  • Insect Repellent Products

Competitive Advantage

Strengths

  • Brand power in domestic insect repellent and deodorant markets
  • Product development capabilities through innovative technology
  • Broad product portfolio
  • Long market experience and customer trust
  • Nationwide sales channel network
  • Proprietary deodorization technology
  • Superior packaging design
  • Proven track record of innovation
  • Sustainability with consideration for the global environment
  • Response to segmented customer needs
  • Robust R&D organization
  • Stable financial base

Competitive Advantages

  • Top-class domestic share 'Mushuda' insect repellent brand
  • High market recognition for deodorant air freshener 'Shoshoryoku'
  • Differentiation via proprietary deodorization and fragrance technology
  • Flexible response to customer needs with diverse product lineup
  • Secured robust distribution and sales channels
  • Diversified business from residential to commercial and medical uses
  • Product strengthening via acquisition of Kao's Nyan Tomo Clean Toilet business
  • Product expansion capabilities through OEM manufacturing and partnerships
  • Long-lasting brand life and reliability
  • Strength in planning and marketing
  • Active introduction of environmentally friendly products
  • Reach to diverse customer segments

Threats

  • Intensifying price competition from rivals
  • Growth slowdown due to market maturation
  • Risk of market penetration by new entrants
  • Cost pressures from raw material price fluctuations
  • Risks from strengthened regulations and labeling requirements
  • Delays in responding to rapid changes in consumer needs
  • Increase in imports from overseas manufacturers
  • Competition in advertising and promotion with other brands
  • Impacts on production and logistics from natural disasters
  • Growing social pressures on environmental issues
  • Brand damage from incidents

Innovations

2024: Acquisition of Nyan Tomo Clean Toilet Business

Overview
Acquired pet toilet-related business from Kao to promote diversification.
Impact
Contributes to sales expansion in pet care sector

2023: Technological Upgrade for Shoshoryoku Series

Overview
Improved proprietary deodorizing bead technology for enhanced sustainability and effectiveness.
Impact
Strengthens brand competitiveness and customer satisfaction

2022: Development Improvements for Electric Fan Dehumidifiers

Overview
Launched new energy-efficient fan-type dehumidifier.
Impact
Improves consumer ratings and expands market share

2021: Introduction of New Lineup for On Pax Disposable Body Warmers

Overview
Introduced new models with extended duration and improved safety.
Impact
Maintains share and develops new customer base

2020: Introduction of Environmentally Friendly Packaging

Overview
Adopted recyclable packaging with reduced plastic usage.
Impact
Enhances ESG ratings and reduces environmental impact

Sustainability

  • Promoting outsourcing of packaging to facilities for the disabled
  • Product design considering plastic reduction
  • Expanding use of environmentally friendly raw materials
  • Adopting energy-efficient manufacturing processes
  • Optimizing sustainable logistics and transportation
  • Improving product recyclability
  • Strengthening in-house environmental education
  • Environmental conservation activities in collaboration with local communities
  • Enhanced chemical substance management
  • CO2 reduction through energy-saving equipment introduction