MIRATAP sells minimalist, highly designed housing equipment directly through its own online store, growing by making prices transparent. After his father’s death, President Yamane Taro (山根太郎), the second-generation member of the founding family, changed the business from his father to him and has been advancing reforms that overturn industry conventions.
As prices for newly built condominiums in central urban areas soar, the renovation of older condominiums is becoming increasingly common. For this purpose, MIRATAP is expanding its product range by drawing on craftsmen’s technical expertise, using design and cost performance as competitive strengths, while reducing intermediary costs through direct online sales.
MIRATAP has expanded its business by capitalising on its strength in simple, minimalist design, award-winning design recognised worldwide, and the trust of professionals such as builders and architects. In terms of pricing, its “one-price model” offers the same prices to businesses and individual customers, emphasising transparency.
The business reached a turning point in 2012, when President Yamane Taro (山根 太郎) received a call while posted in Shanghai informing him that his father had terminal cancer and decided that the business would change from his father to him. Immediately after the presidency changed from his father to Yamane Taro (山根 太郎), the company experienced turmoil, with approximately 40% of employees leaving, but it overcame the situation and proceeded to rebuild and grow the business.