Poppins

Basic Information

Stock Code
7358
Industry
Services
Category Detail
Lifestyle Services
Prefecture
Tokyo
Establishment Year
October 2016
Listing Year
December 2020
Official Website
https://www.poppins.co.jp/
TSE Information
TSE Information
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Overview

Poppins is a major player in the childcare and elderly care services industry, established in 2016 and headquartered in Shibuya-ku, Tokyo. It excels in operating childcare facilities and providing elderly care support, and continues to grow.

Current Situation

Poppins recorded consolidated sales of approximately 26.3 billion yen and operating profit of approximately 1.3 billion yen for the fiscal year ended December 2022, operating over 210 childcare facilities mainly in Tokyo. Since its founding, it has rapidly expanded its business scale, with much of its childcare revenue dependent on public subsidies. It also conducts elderly care business to address the aging society. Under President Maiko Todoroki, it focuses on improving the quality of education and care, with around 3,000 employees. In recent years, internal labor issues have been reported, but the company is working to refresh its management structure and strengthen corporate governance. Amid fierce competition in the services industry, it is strategically promoting regionally rooted childcare and elderly care services. It aims for sustainable growth and recovery of social trust toward 2030.

Trivia

Interesting Facts

  • Founder is former TV Asahi announcer Noriko Nakamura
  • Over 210 childcare facilities mainly in Tokyo
  • President Maiko Todoroki is the founder's daughter and successor
  • Management restructuring following harassment allegations reports
  • Unique system allowing employee discounts for nanny services
  • Much of childcare revenue depends on public subsidies
  • Group companies include childcare, care, and sitter-related firms
  • High evaluations for community-based daycare operations
  • Actively entering care services business
  • Efforts to recover corporate image after president's apology
  • Integrated childcare and care to meet diverse customer needs
  • Classified as lifestyle-related services under Nikkei industry codes
  • Consolidated employee count exceeds 3,000, a large-scale organization
  • Forms group companies with over 30 years since founding
  • Industry sensitive to public subsidy system changes

Hidden Connections

  • Founder from media background, strong in PR activities.
  • Reported interactions with political figures, influencing subsidy acquisition.
  • Capital and business alliance with peer Teno. Holdings.
  • Actively expanding collaborations with local communities and NPOs.
  • Adopts holding company model with multiple childcare and care companies under it.
  • Management reshuffle underway amid reports, in the midst of internal reforms.
  • Deploys high-quality childcare services for high-income layers centered in Tokyo.
  • Baby sitter dispatch also utilized as employee welfare.

Future Outlook

Growth Drivers

  • Expansion of childcare demand due to waiting children issues in Tokyo area
  • Market growth in care services accompanying aging society
  • Stable revenue base through ongoing public subsidy utilization
  • Expansion of corporate welfare demand from increasing working women
  • Operational efficiency via ICT and digital technology introduction
  • Strengthened response to diverse child-rearing needs
  • Customer base expansion through enhanced community linkages
  • Creation of new childcare and care services
  • Talent development and employee satisfaction improvement
  • Scale expansion utilizing active M&A in the industry
  • Business deployment contributing to solving social issues
  • Flexible management strategies by female executives

Strategic Goals

  • Double sales through market share expansion
  • Achieve both sustainable childcare and care quality
  • 50% improvement in operational efficiency through IT utilization
  • Reduce dependency on public subsidies and realize diversified revenue
  • Nationwide realization of employee-friendly work environments
  • Nationwide deployment of community-based services
  • Build integrated model of child-rearing and care support
  • Strengthen governance for social trust recovery
  • Inclusive service deployment considering diversity
  • Achieve over 30% female executive ratio

Business Segments

Childcare Services for Local Governments

Overview
Provides childcare business services to complement local governments' child-rearing support measures.
Competitiveness
Stable service deployment utilizing public subsidies
Customers
  • Local Governments
  • Daycare Operators
  • Government Agencies
  • Child-Rearing Support Centers
  • Public Welfare Facilities
Products
  • Authorized Daycare Operation Support
  • Childcare Consultations for Government
  • Childcare Worker Training Services
  • Facility Operation Consulting
  • Subsidy Application Support

Child-Rearing Support for Corporate Welfare

Overview
Suite of services supporting corporate employee child-rearing assistance.
Competitiveness
Extensive dispatch staff network and diverse programs
Customers
  • Large Corporations
  • Small and Medium Enterprises
  • Government Offices
  • Educational Institutions
  • Medical Institutions
Products
  • Baby Sitter Dispatch
  • Child-Rearing Consulting
  • Work-Life Balance Support Programs
  • Corporate In-House Daycare Operation Support
  • Childcare Leave Support Training

Care Facility and In-Home Care Services

Overview
Deploys diverse caregiving services for care facilities and private homes.
Competitiveness
Multifaceted care support system rooted in the community
Customers
  • Care Facility Operators
  • Elderly Facilities
  • Medical Institutions
  • Visiting Care Providers
  • In-Home Care Users
Products
  • Visiting Care Services
  • Day Care Operation Support
  • Care Staff Dispatch
  • Welfare Equipment Provision
  • Care Consulting

Childcare and Care Staff Dispatch

Overview
Provides flexible dispatch support and training for staffing shortages.
Competitiveness
Talent network specialized in professional roles
Customers
  • Daycares and Kindergartens
  • Care Facilities
  • Hospitals
  • Corporate Childcare Facilities
  • Medical Corporations
Products
  • Childcare Worker Dispatch
  • Care Staff Dispatch
  • Short-Term Dispatch
  • Event Childcare Support
  • Qualification Training Services

Child-Rearing Support Equipment and Materials Sales

Overview
Provides various supplies and materials for childcare and education sites.
Competitiveness
High-quality, practical material development capabilities
Customers
  • Daycares
  • Kindergartens
  • Education-Related Corporations
  • Children's Halls
  • Community Child-Rearing Support Facilities
Products
  • Educational Toys
  • Child-Rearing Materials
  • Childcare Supplies
  • Digital Child-Rearing Support Tools
  • Music and Physical Education Materials

Childcare and Care Service Consulting

Overview
Supports operational efficiency and quality improvement in childcare and care businesses.
Competitiveness
Support system by experienced industry experts
Customers
  • Daycare Operators
  • Care Facility Managers
  • Local Governments
  • Medical Corporations
  • Educational Institutions
Products
  • Facility Operation Support
  • Talent Development Programs
  • Government Application Support
  • Subsidy Utilization Advice
  • Quality Management Consulting

Nanny and Sitter Dispatch Business

Overview
Meticulous child-rearing support by specialized staff.
Competitiveness
High staff training and nationwide dispatch network
Customers
  • General Households
  • Corporate Welfare
  • Medical Institutions
  • Educational Facilities
  • Event Operators
Products
  • Baby Sitter Dispatch
  • Long- and Short-Term Nanny Services
  • Hospital Child-Rearing Support
  • Corporate-Linked Nanny Services
  • Event and Emergency Childcare

Training and Qualification Support Services

Overview
Provides skill-up training and qualification support for professionals.
Competitiveness
Comprehensive programs and instructors
Customers
  • Childcare Workers
  • Care Workers
  • Facility Managers
  • Education and Training Institutions
  • Local Governments
Products
  • Childcare Worker Qualification Support
  • Care Worker Training
  • Management Training
  • Compliance Training
  • Diversity Training

Children's Experience and Event Planning

Overview
Deploys community-linked planning targeted at child-rearing generations.
Competitiveness
Extensive operational track record and community network
Customers
  • Local Governments
  • Educational Institutions
  • Children's Associations
  • Corporate Groups
  • Public Facilities
Products
  • Child-Rearing Event Planning and Operation
  • Childcare Experience Classes
  • Sports Day and Presentation Support
  • Community Exchange Events
  • Children's Workshops

Care Prevention and Rehabilitation Support Services

Overview
Services aimed at supporting independence and health maintenance for the elderly.
Competitiveness
Individual support by specialized staff
Customers
  • Elderly Facilities
  • In-Home Care Users
  • Medical Institutions
  • Local Government Welfare Departments
  • Care Support Specialists
Products
  • Care Prevention Programs
  • Rehabilitation Support Services
  • Health Management Tools
  • Visiting Exercise Guidance
  • Dementia Prevention Support

Welfare Equipment Rental and Sales Business

Overview
Rents and sells a wide variety of welfare equipment for care sites.
Competitiveness
Rapid supply and maintenance services
Customers
  • Elderly Facilities
  • In-Home Caregivers
  • Medical Institutions
  • Welfare Organizations
  • Care Providers
Products
  • Care Beds
  • Wheelchairs
  • Walking Aids
  • Bathing Aids
  • Excretion Support Products

ICT-Utilizing Childcare and Care Systems

Overview
Provides ICT solutions contributing to business efficiency.
Competitiveness
Customization capabilities tailored to the industry
Customers
  • Childcare Facilities
  • Care Facilities
  • Medical Institutions
  • Local Governments
  • Care Providers
Products
  • Childcare Management Systems
  • Care Record Systems
  • Mobile Integration Tools
  • User Management Systems
  • Work Management Systems

Competitive Advantage

Strengths

  • Extensive childcare facility network
  • Services spanning both childcare and care
  • Stable management through public subsidy utilization
  • Brand strength centered in urban areas
  • Abundant human resources and employee numbers
  • Multifaceted child-rearing support services
  • Track record in community-based services
  • Expertise in nanny and sitter dispatch
  • Deep knowledge in childcare and care industries
  • Corporate welfare support capabilities
  • Efficiency improvements via ICT systems
  • Child-rearing consulting know-how
  • Comprehensive training and education programs
  • Strong history of founder and management team
  • Ownership of diverse business subsidiaries

Competitive Advantages

  • Number of childcare facilities rivals industry leaders
  • Stable revenue base through combined care business
  • Ability to secure certain revenue via public subsidies
  • Brand recognition based in Shibuya-ku, Tokyo
  • Service deployment adaptable to diverse customer needs
  • Unique systems like employee discounts for nanny services
  • Market entry barriers formed by dual childcare and care wheels
  • Broad training and consulting business deployment
  • Business efficiency promoted through ICT utilization
  • Strength in extensive transaction history with major corporations
  • Market share expansion trend through aggressive expansion
  • Diverse childcare-related businesses via group companies
  • Media exposure and trust from founder's background
  • High-quality specialized staff in childcare and care fields
  • Child-rearing support services addressing social issues

Threats

  • Potential strengthening of regulations on childcare services
  • Risk of corporate image deterioration due to harassment and labor issues
  • Revenue impact from public subsidy system changes
  • Intensified competition from competitors' facility numbers and service diversification
  • Pressure from staffing shortages and rising labor costs
  • Potential expansion of impacts from novel infectious diseases and external environment
  • Need for rapid service development in response to changing customer needs
  • Risks from regulatory and reimbursement changes in care market
  • Heightened social scrutiny on safety management for childcare and care users
  • Risk of increased management costs from business expansion
  • Decline in service quality from rising employee turnover
  • Intensified price competition from rival companies

Innovations

2023: Management Restructuring to Address Harassment Issues

Overview
Strengthened management structure and introduced relapse prevention measures in response to internal harassment issues.
Impact
Improved corporate image and employee retention rate

2023: ICT System Introduction to Promote Operational Efficiency

Overview
Developed and introduced dedicated ICT tools for business efficiency in childcare and care facilities.
Impact
Cost reductions in management and improved service quality

2022: Expansion of Diverse Child-Rearing Support Programs

Overview
Strengthened corporate child-rearing support services aimed at work-life balance.
Impact
Increased corporate customer acquisition and strengthened revenue base

2021: Strengthening Visiting Services in Care Field

Overview
Expanded visiting care services and deployed staff training programs.
Impact
Increased recognition of regional care services

2020: Expansion of Nanny and Sitter Dispatch Services

Overview
Focused on nationwide deployment of baby sitter dispatch network and staff education.
Impact
Increased service utilization rate and customer satisfaction

Sustainability

  • Development of community-rooted childcare environments
  • Institutional reforms to improve employee work-life balance
  • Promotion of low-environmental-impact facility operations
  • Creating diverse and inclusive workplaces
  • Active participation in community welfare events
  • Social contributions through dual support for child-rearing and care
  • Enhanced training for childcare and care workers
  • Strengthened service quality management