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KURUKURU's Recent All-Hands Meeting

On July 1, 2026, KURUKURU, a D2C company based in Chuo, Tokyo, held an all-hands meeting aimed at reflecting on the first half of the fiscal year and sharing plans for the upcoming half. This extensive six-hour session involved all employees and focused on addressing the current state of the company, challenges, and strategies moving forward.

A Comprehensive Agenda

The agenda for this all-hands meeting was structured as follows:

• - Commencement of promotions and salary increments
• - Introduction of new team members
• - Orientation session led by the CEO, Yasuhiro Sekizawa
• - Sharing of overall strategy by the management planning team
• - Departmental policy announcements by respective leaders
• - MVP awards ceremony
• - Presentation of personnel and evaluation systems
• - Closing orientation session by the CEO

The meeting began with the issuance of promotion letters and an introduction of newly hired members. It continued with an orientation presented by Sekizawa, followed by the management team’s report on the company strategy, departmental reviews, and MVP awards. The overarching theme throughout the day was "Continuous Change."

Sekizawa's Key Messages

In his opening remarks, Sekizawa expressed gratitude to the employees, stating, "Thank you for sticking with this challenging company. We have come this far thanks to all of you." He outlined five key themes essential for KURUKURU's growth and sustainability:

1. Creating Quality Products and Services - Understanding customers' needs, not merely aiming to sell.
2. Eliminating Miscommunication - Ensuring clarity and proactive communication in the workflow.
3. Honesty About the Current Situation - Acknowledging challenges openly and defining actionable plans.
4. Striving to be Exceptional - Understanding the value of money and consistently surprising others.
5. Coexisting with AI - Delegating routine tasks to AI and focusing on human-centric skills like judgment and empathy.

Sekizawa concluded his session by encouraging employees to consider what they could change upon returning home.

Reflecting on Growth and Challenges

The session on overall strategy involved a candid reflection on the company’s performance. While KURUKURU has enjoyed significant growth compared to the previous year, the reality of not meeting initial target goals was discussed transparently. The management team analyzed revenue, breaking it down into access rates, conversion rates, and average order value, and identified action benchmarks for the upcoming half.

To avoid placing undue burden on employees and customers, annual goals will be reassessed based on realistic parameters. The aim is to achieve this year's targets reliably while aspiring for larger objectives next year.

Transitioning from a Small to Medium Enterprise

KURUKURU is currently transitioning from a small to a medium-sized enterprise, with employee numbers increasing from the 50s to nearly 80 over the past year. This shift necessitates the establishment of shared behavioral standards across the company. Hence, during the meeting, a new framework called "KURUKURU’s 10 Principles" was outlined, focusing on crucial company values such as customer-centricity, initiative, and agility.

The phrase "As a KURUKURU member—You belong here" was also emphasized, reinforcing the importance of individual contributions amidst high standards.

These behavioral standards will be integrated with the evaluation system, highlighting leadership and AI utilization as key criteria, while regular workshops will ensure these principles become a common language within the company.

Departmental Policy Sharing

In the latter half of the meeting, department heads shared their reflections on the first half and laid out strategies for the next six months. Each presentation went beyond mere numeric goals and articulated:

• - Why that strategy?
• - What value do we wish to deliver to our customers?
• - How do we intend to grow as a team?

The discussions encompassed challenges faced, reinforcing a theme of unity within the workforce. The aim was not to create an organization that waits for instructions but to foster a culture of proactive thinkers and doers.

Recognizing Achievements: The MVP Awards

During the MVP awards segment, distinctions were given in three categories: Contribution to Others, Challenge Initiatives, and Special Award. The recognition celebrated not only numerical achievements but also significant contributions and innovative challenges undertaken by various teams. Winners emerged from initiatives that transcended department boundaries and utilized technology to enhance operational efficiencies.

Closing Remarks: Embracing the Future

Sekizawa wrapped up the meeting with motivational words: "Do not defend; take the offensive," emphasizing the importance of viewing challenges as experiments and urging everyone to take decisive actions that resonate with their personal values.

KURUKURU is keenly focused on strengthening both new graduate and experienced hires as it scales its operations further. The company seeks individuals who are genuinely passionate about growth, results-driven, and interested in strategic roles.

With KURUKURU at a pivotal point in its evolution, the organization is actively inviting new members to join this transformative journey. Visit our recruitment page for more information: KURUKURU Recruitment.

About KURUKURU

KURUKURU encapsulates the essence of a creative brand company aiming to "create and nurture brands that bring new values to the world." The company operates multiple brands across bedding, travel, and beauty, maintaining a robust commitment to customer engagement in its product lifecycle. Through relentless innovation and adjustments aimed at enhancing daily life, KURUKURU strives to deliver enjoyable and comfortable products to consumers.

Featured Brands:

• - GOKUMIN: A top-quality bedding brand critically acclaimed for its excellence in craftsmanship and customer-centered design. GOKUMIN Online Store
• - MAIMO: This brand focuses on travel goods, ensuring comfort during movement with innovative products. MAIMO Online Store
• - Ur.Salon: A beauty brand providing customer-centric hair tools that blend design with functionality. Ur.Salon Online Store

Company Overview

Company Name: KURUKURU Inc.
CEO: Yasuhiro Sekizawa
Headquarters: GINZA SIX, 13F, 6-10-1, Ginza, Chuo, Tokyo, 104-0061, Japan
Established: September 2015
Capital: 500 million yen
Website: KURUKURU Website