Peace Tec Lab

Peace Tec Lab, Inc., established in June 2016, operates at the forefront of the sharing economy in Japan, driven by the mission to create a society where everyone can have equal access to rich experiences through the sharing of goods. The company was founded by Rieko Muramoto, who serves as the Representative Director and President. Muramoto's extensive background, which includes a degree in sociology from the University of Tokyo, roles in market research, professorships at Senshu and Hosei universities, and executive positions at companies like Gala Inc. and Avex Entertainment, informed her vision. Her experience in the video streaming business and her analysis of Japan's changing economic landscape inspired her to create a service that redefines richness beyond material ownership.

The company's core offering is Alice Style ("Alice"), a comprehensive rental and sharing platform accessible via a mobile app. This platform facilitates C2C, B2C, and B2B sharing models. The primary service, "Alice Style Prime," is a subscription-based model that allows users to rent from a catalog of over 700 types of products, including the latest home and beauty appliances, for a monthly fee of 2,980 JPY. This service is designed for high-frequency use, allowing members to swap items as often as they like, which necessitates an efficient logistics system for both delivery and returns. Additionally, the platform supports C2C sharing, where individuals can lend their unused items, and a "try-before-you-buy" feature, allowing users to purchase items they have rented. The service is fortified with an insurance system to protect against damage and theft, ensuring a secure transaction environment for users.

Peace Tec Lab generates revenue through subscription fees from its "Alice Style Prime" service and transaction fees on its C2C platform. The company also forges strategic B2B partnerships, creating OEM versions of its platform for other corporations, such as "T-Pocket" with Toyota dealers and rental services for JAL Mileage Bank members. These collaborations expand the company's reach and integrate its sharing services into diverse customer ecosystems. Peace Tec Lab has secured significant funding, with a cumulative total of 4.2 billion JPY by June 2023, through multiple financing rounds including a Series E, to fuel its growth and enhance its service infrastructure. The company has actively pursued logistical advancements, entering a capital and business alliance with Japan Post Capital to improve its logistics operations, a critical component given the nature of its high-frequency rental model.

Keywords: sharing economy, rental service, peer-to-peer lending, subscription box, consumer electronics rental, home appliance sharing, try before you buy, circular economy, logistics management, Rieko Muramoto, Alice Style, Alice Prime, platform business, asset sharing, B2C rental, C2C marketplace, sustainable consumption, product experience, strategic partnerships, venture capital