Birthday

Quick Facts

Last checked against official information: 2026-11-14.

What it is

Operated by Shimamura Co., Ltd. (株式会社しまむら), Birthday (バースデイ) specializes in maternity, baby and children's apparel as well as nursery supplies, bedding, strollers and car seats. The group reported 343 Birthday shops at the end of February 2026. That historical number has a precise date; it should not be presented as a live count for November.

Birthday is particularly useful for parents looking for clothing collections such as futafuta, tete a tete and mamaraku, including everyday rompers, bibs, socks and seasonal Japanese jinbei outfits. Shop for the child's measurements rather than relying on age alone. Product stock and the availability of tax-free service depend on the branch; Birthday's official site publishes a participating-store tax-free notice.

How to order

Step 1: Checking Tax-Free Stores & Branch Locations

Birthday operates both standalone suburban roadside stores and mall-integrated outlets:

• Finding Tax-Free Eligible Branches: Not all 343 branches process tax-free shopping; eligible Tax-Free locations are gradually expanding and can be verified in advance on the official Birthday/Shimamura store locator.
• Suburban vs. Mall Access: Many standalone stores sit along suburban driving corridors with free parking, while select branches operate inside regional shopping centers.
• Operating hours typically run from 10:00 AM to 7:00 PM or 8:00 PM (varies by store).

Step 2: Browsing the Signature Original Brands

• Grab a shopping cart or basket at the store entrance.
• futafuta: Look for distinctive bear, rabbit, and playful Scandinavian-style motifs across newborn rompers, muslin swaddles, wooden toys, and nursery bedding.
• tete a tete: Browse racks featuring muted sage, beige, dusty rose, and waffle-knit textures prized by minimalist parents.
• mamaraku: Focuses on easy-wash, comfortable everyday preschool outfits, snap-crotch bodysuits, and soft cotton pajamas.
• Character Collaborations: Birthday also stocks exclusive licensed kids' apparel featuring Disney, Sanrio, Peanuts, and Japanese picture book characters.

Step 3: Understanding Japanese Children's Sizing

• Garments commonly use a height-based size label in centimeters, but the manufacturer's product measurements and each child's build also matter. The ages below are rough shopping clues, not guaranteed fit:
  • 50–60cm / 60–70cm: Newborn to ~6 months
  • 80cm: An approximate toddler size; compare the product measurements with the child's actual height and build.
  • 90cm: Common for toddlers; exact age and weight vary considerably.
  • 95cm–100cm: ~3 to 4 years
  • 110cm–130cm: ~5 to 9 years
• Look for the clear neck/waist measurement charts printed on paper hangtags.

Step 4: Cashier Checkout & 2026 Tax-Free Refund Procedure

• Check the actual store's tax-free status before payment. Birthday explicitly lists only certain stores as tax-free participants. Use its current official eligible-store notice before deciding where to shop. Look for the registered tax-free service notice or confirm with the cashier. A purchase from an ordinary store does not become tax-free merely by keeping its receipt.
• If the store offers this service, present the original passport and the immigration-status evidence required by the tax-free procedure. Ask where the purchase record is registered; the desk may be operated by the store or its host department store. An eligible temporary visitor must not assume that every foreign passport qualifies.
• Refund-based system in force from November 1, 2026:
  1. Pay the tax-inclusive price at the participating shop. The general/consumables distinction and special consumables packaging requirement of the previous system have been abolished. The qualifying same-day purchase total is generally at least ¥5,000 before tax at the same licensed store, subject to eligibility and any store-specific restrictions.
  2. Have the required identity details and purchase record registered electronically by the participating store. Merchant service fees, if any, are separate from the statutory consumption tax calculation.
  3. Export the registered purchase within 90 days of the purchase. Do not consume or dispose of goods that you intend to export under a tax-free purchase. Keep every registered item available for verification at departure; missing items can invalidate the record containing them. Mailing purchases from Japan yourself does not qualify as a substitute for carrying them through departure customs.
  4. At the departure airport or seaport, complete the customs export-verification procedure with the registered passport. The passport kiosk or supported online departure procedure gives a green/no-inspection or red/inspection decision; present the goods to customs if directed. Complete verification before handing over any checked baggage containing the registered goods.
  5. Customs verifies export but does not hand you a retail tax refund. After confirmed export, the shop or its authorized refund provider pays the refund using the method and timetable that provider specifies; a credit-card refund is not guaranteed.
• Flying with baby liquids: Carry-on liquid limits and infant-feeding exceptions are airline, airport and security-rule matters, separate from the tax-free procedure. Check your flight's rules before deciding what to check in. A large bottle is not automatically required to be checked if a documented infant-feeding exception applies.

What to order first

The price ranges in this Top 5 are illustrative shopping estimates, not verified November 2026 shelf prices or model-specific offers. Please confirm the actual product, size, color, applicable tax, and current price with the selling store.

1. tete a tete Muted-Tone Newborn & Toddler Outfits

• What it is: Soft cotton waffle tops, linen-blend rompers, and delicate ruffled collars in trendy beige, oatmeal, and pastel tones.
• Why buy it: Boutique-level styling at Shimamura chain prices; frequently sells out quickly each season.
• Price expectation: Approximately ¥1,089 to ¥2,189 per piece.

2. futafuta Muslin Swaddles, Bibs & Nursery Blankets

• What it is: Breathable cotton gauze swaddle wraps, reversible embroidered bibs, and daycare nap blankets printed with cute animal illustrations.
• Why buy it: Check the material, care label and the intended use before buying a swaddle or blanket. For infant sleep, follow the baby's age-specific safe-sleep guidance and the product instructions; a decorative blanket is not automatically a safe sleep item.
• Price expectation: Bibs ~¥429–¥759; gauze blankets and swaddles ~¥1,309–¥2,519.

3. Seasonal Japanese Kids' Jinbei & Festival Wear

• What it is: Cool summer cotton jinbei sets in muted modern florals, retro gingham, and classic Japanese patterns.
• Why buy it: Combines traditional Japanese summer attire with contemporary Birthday color palettes.
• Price expectation: Approximately ¥1,639 to ¥2,519 per set.

4. mamaraku Everyday Stretch Leggings & Preschool Sets

• What it is: Durable, machine-washable ribbed pants, pocketed shorts, and soft cotton tops engineered for active toddlers.
• Why buy it: Practical, comfortable, and affordably priced for building an entire week's travel wardrobe.
• Price expectation: Approximately ¥759 to ¥1,309 per garment.

5. Baby Hats, Soft-Sole Pre-Walkers & Character Socks

• What it is: Wide-brimmed sun hats with chin straps, lightweight canvas toddler sneakers, and anti-slip grip socks.
• Why buy it: Affordable, practical accessories that fit easily into carry-on bags.
• Price expectation: Socks ~¥319–¥429; hats and shoes ~¥979–¥1,969.

Payment & practical info

• Accepted Payment Modes: Cash in yen; check accepted card networks, overseas-issued cards, electronic money and QR-payment applications at the individual branch or department-store counter. These methods are not uniform across locations.
• Tax-Free Refund Rules (in force from November 1, 2026):
  • At a currently participating shop, the general threshold is a same-day purchase of ¥5,000 or more excluding tax at the same licensed store. Tax-free eligibility depends on residence/immigration status and goods exported, not on a blanket promise for every branch.
  • Pay the tax-inclusive amount, register the qualifying purchase, and have the export confirmed by departure customs within 90 days. Plan to present the registered goods before checking any baggage that contains them.
  • The previous system's general-goods/consumables distinction and special sealed-bag requirement no longer apply. Exported goods cannot be consumed in Japan. Refund timing, channel and any shop handling charge are set by the participating retailer or provider; customs does not pay shoppers.
  • Local status: Birthday explicitly lists only certain stores as tax-free participants. Use its current official eligible-store notice before deciding where to shop.
  • Returns, overseas delivery and warranty: Do not assume the store accepts international returns, exports oversized goods, or honors a Japan-only product warranty abroad. Check the exact purchased item, destination country, transport and store policy before paying.
• Operating Hours: Hours vary by store (varies by store); standalone stores typically operate from 10:00 AM to 7:00 PM or 8:00 PM.

Good to know / Common mistakes

Safety and product fit: For strollers, car seats and baby carriers, check the precise model's age/weight/height limits, mounting or fit instructions, recall notices and transport compatibility; buy suitable goods, not a generic guarantee of compliance.

1. Popular Seasonal Drops Sell Out Quickly

Birthday releases new futafuta and tete a tete collections weekly, and popular designs in sizes 80cm to 100cm often sell out rapidly. Because inventory varies by store, check multiple branches if you are hunting for a specific viral garment.

2. Confirm Tax-Free Participation in Advance

Unlike flagship downtown department stores, not all suburban Birthday stores offer tax-free registration. Always check the official Shimamura/Birthday store locator for the Tax-Free icon before planning a large shopping haul.

3. Promotional Discount Coupons

Promotional discount coupons may be distributed during specific promotional campaigns or seasonal sales events. Terms, validity periods, exclusions, and minimum purchase conditions apply.

Sources

• Japan Tourism Agency — current tax-free refund-system information (Checked: 2026-11-13; rule effective from 2026-11-01)
• Japan Tourism Agency — eligibility and discontinued product categories (Checked: 2026-11-13)
• Shimamura Group corporate store count at 2026-02 (Checked: 2026-11-13; see date/scope in title)
• Birthday official tax-free store announcement (Checked: 2026-11-13; see date/scope in title)
• Birthday official shop and product site (Checked: 2026-11-13; see date/scope in title)