Hello.

This is Wada from furnya.

Thank you for discovering furnya among so many brands!

Before you consider our products, I wanted to share the story behind our brand and our passion.

It's a bit long, but I hope you enjoy reading it when you have some time.

Cardboard furniture venture discovers a cat's challenge.

Kamikagu, the operating company behind the furnya brand, was originally a venture company that created interior furniture from cardboard.

When the company was founded, cardboard beds were being used in the Olympic Village, and the option of "cardboard x furniture" was gradually emerging in the world.

While studying architecture in graduate school, I founded Kamikagu with the idea that "I can make more stylish and easy-to-use cardboard interiors!"

Fortunately, we received various offers and tried various things, such as producing fixtures for events and stores.

We pride ourselves on having undertaken unique challenges in Japan, creating interiors that make people exclaim, "Is that really cardboard!?"

Cardboard x interior has even more potential. To whom would cardboard x interior appeal the most? To whom could we deliver the most value?

While pondering these questions daily and continuing our furniture and interior business, we met Dr. Nyantos, the supervising veterinarian of Cat Cellar.

Encounter with Veterinarian Nyantos

I unexpectedly met Dr. Nyantos personally before I realized he had a large following.

He listened to my presentation about Kamikagu's business and seemed interested, saying, "Please create highly interior-designed cardboard products specifically for cats. Many people would surely be delighted."

That's the feedback I received.

Upon further research, I discovered that scratching posts, as products made by gluing cardboard together, exist in almost every household with cats, indicating a much larger demand than I had imagined.

To be honest, looking at existing cardboard scratching post products, as someone who has worked with cardboard furniture, I felt that the explanations of the cardboard material were insufficient, and the design was lacking. It seemed there was room to create better products.

Perhaps creating better products in this area is precisely what society needs from us at Kamikagu?

With this in mind, and with the cooperation of Dr. Nyantos, we began planning a product aimed at being both a cat interior and a scratching post. The result was the currently best-selling Cat Cellar.

The Birth of Cat Cellar / furnya Brand

The planning and production of Cat Cellar, aiming for a product like no other, was a continuous series of challenges.

Day after day, we created prototypes, presented them to cats, and refined the size and specifications based on their use.

Initially, we were exploring the size and joining methods by trial and error...

Since we were committed to a detachable structure, we spent late nights comparing and improving various ideas for how to create the joints and how to establish the structure.

Finally, the last prototype was completed, and the day came for the product photoshoot at @soratooreo's home.

It was the first time the product would be used by customers (cats), so I was nervous about what would happen if they showed no interest at all.

From the moment we entered the room, Oreo-kun and Sora-kun took turns scratching their claws on the Cat Cellar, relaxing inside, and lying on top. They used it with joy. Seeing that brought tears to my eyes. At the same time, it reinforced my desire to deliver this product to even more people.

With great product photos, the crowdfunding campaign achieved an incredible 1500% of its initial goal, which far exceeded our expectations. I distinctly remember being truly moved, thinking, "So many people want this!"

After that, we launched the Cat Cellar mini for those who found the original Cat Cellar too big or a bit expensive. We plan to release various other products in the future.

Commitment to the furnya brand

In 2025, I made a big decision.

That decision was to fully commit to the furnya brand and the sale of Cat Cellar, while maintaining our previous initiatives in cardboard x interior, but ceasing sales of chairs, tables, and other items.

Fortunately, sales of Cat Cellar have steadily increased beyond what I initially imagined, leading to more instances where handmade production couldn't keep up. I felt that to deliver even better products to our customers more quickly, it was necessary to dedicate all our efforts to the furnya brand.

I myself have been comforted and encouraged by the many cats who use Cat Cellar. Most of all, I have grown to love cats. Going forward, I want to dedicate myself wholeheartedly to creating better products for cats and their owners.

The Story Behind Our Brand Name

furnya is a portmanteau of

furniture + nya (the sound a cat makes in Japanese).

The name prioritizes familiarity and ease of pronunciation for our customers.

It represents interior furnishings that bring joy to both cats and people, creating spaces where they can live together.

It's "furniture for people" and "furniture for cats" simultaneously.

The name reflects our desire to continue creating beloved items that can be used and cherished for a long time.

Three Principles of furnya

#1

High Quality, Interior-Grade Products

What we aim for is to create products of "interior-grade quality" that also bring joy to people.

To put it simply, we are committed to using materials like wood for surfaces and high-strength cardboard, ensuring that even with anticipated wear and tear, the aesthetic appeal is maintained as much as possible.

Of course, from a business perspective, it might be better if products were replaced frequently. However, we value creating better products and fostering affection for our brand, encouraging long-term use. We believe this also contributes to the sustainability we envisioned with cardboard furniture from the beginning.

We are committed to making products that serve as long-lasting interior items, rather than consumable scratching posts or mere cat supplies.

#2

Focus on Living with Cats

Nevertheless, as long as we are dealing with scratching products, the cats remain the main focus.

We do our utmost to create the most comfortable space possible for cats.

At Cat Cellar, we are committed to designing curves that cats will love and spaces they'll want to enter. Furthermore, for materials, we don't just use hard cardboard; we select materials with a high strength that also provide a good scratching feel.

We will continue to aim for product creation that not only looks good as an interior piece but also genuinely pleases the cats, who are the stars.

#3

Commitment to Craftsmanship

Cat Cellar products are made in Japan, mostly at our small factory in Sumida Ward, Tokyo.

Most scratching products on the market come from overseas, such as China and Vietnam.

The quality of cardboard is determined by the quality of the paper. Corrugated base paper from China and Vietnam often uses recycled paper with a high percentage of old paper (making it brittle). This leads to more debris from scratching and faster wear.

While we naturally use high-quality, high-strength cardboard,

Our commitment to domestic production also significantly reduces the risks of moisture absorption or insect infestation during transport. To ensure cats can use our products with peace of mind,

We strive to cut costs by manufacturing as much as possible in-house and through other efforts, enabling us to deliver products to our customers.

Finally

As for myself, within the company and the brand, I want to be the one who listens most attentively to our customers' voices.

Please feel free to contact us not only for purchase considerations, but also for any concerns regarding scratching posts, interior design, or issues after purchase.

Whether it's via LINE or Instagram DMs, anything is fine. Please send us a message anytime.

Currently, Kamikagu Inc. is 100% committed to the furnya brand, with all staff meticulously crafting each product for the benefit of our customers and their cats. Since we still cannot produce in large quantities, there may often be delays. However, we will continue to do our best to bring joy to as many people as possible.

Thank you for your continued support of furnya.

Wada, Representative of furnya

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