CHINRIU’s Ingredients for Global Expansion

CHINRIU’s Ingredients for Global Expansion: Traditional Treats and NetSuite OneWorld

The last chief cook of Japan’s historic Odawara Castle established CHINRIU in 1871. Today, the fifth generation of that family manufactures and sells authentic Japanese products, including traditional food made of ingredients such as ume plum, shiso leaves and sakura cherry blossoms, at stores in Japan and to consumers, wholesalers and restaurants in more than 100 countries. CHINRIU aims to preserve Japanese traditions and products by making them accessible around the world.

Company

CHINRIU

Location

Japan

Industry

Food & Beverage

EMPLOYEES

25-100

NUMBER OF COUNTRIES

100

SYSTEMS REPLACED

Simplex, Money Forward

NETSUITE PRODUCT IMPLEMENTED

NetSuite OneWorld

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“Switching to NetSuite has enabled us to double our revenue. Before, we hit a ceiling, and even adding more people would just add more complexity. Now, we don’t have to worry about it—we know that NetSuite will cover it.” Nicolas Soergel, Managing Director, CHINRIU

Modern Flavor for a Historic Business

Growing global: Nine years ago, CHINRIU shifted its gaze to overseas markets, developing and distributing new products and launching an international online store. CHINRIU now sells 6,000 SKUs, works with distributors in four countries and runs a direct-to-consumer online store in Europe. The international business accounting for 60% of revenue, a figure which is rising every year.

Lost in translation: With its new business model and sales channels, CHINRIU outgrew its software solutions, Simplex and Money Forward. The systems wouldn't integrate and weren’t customisable, so the team had to manually calculate currency conversions. They managed inventory manually too, and as a result, the business held more stock than it needed to fill orders.

Snacks at scale: CHINRIU identified NetSuite OneWorld as a single platform on which it could run both its domestic and international businesses. The team has since standardised processes: For example, CHINRIU now runs food labelling for its thousands of products through NetSuite, allowing for custom nutritional labels in each country. Fulfillment is faster and requires less stock on-hand.

Blossoming potential: CHINRIU has expanded quickly since deploying NetSuite, now operating in seven languages and six countries. It has a “serverless office” in its cloud business system, which protects operations from halting due to natural disasters and allows employees to work from home worldwide.