Latest News & Discounts
February Special Sale | 10% Off on our Aikido Keiko Hakama, Iaido/Kendo Keiko Hakama, all Iaido Jacket & the new Suburito section ! (until March 1st, 12 PM JPT)
New Product Lineup - Suburito & Furibo | Took us some time, but we finally made it, our Suburito/Furibo (heavy bokken) line up is live
Review Reward Campaign | Leave a comment on your recent purchase and receive a 5% discount.
Seido's Office & Staff
Seido Co., Ltd. (株式会社 星道) is a Japanese martial art equipment to Japan and the rest of the world. Our facilities and staff are located in Tokyo (Find us on Google maps). Our workforce is composed of seasoned martial arts practitioners, and every one of them speak at least two (often 3 or 4) languages, ensuring an optimum flow of communication with our clients, regardless of discipline or origin.
Created in February 2010, Seido gathers BudoExport France as official distributor of the Seido brand and several well-known Japanese brands, SeidoShop.jp (Japanese), SeidoShop.com (English), for Judo equipment KuSakuraShop.fr (French), and KuSakuraShop.com (English).
In January 2016, Seido Co., Ltd shipped over 15,000 packages all over the five continents, with two main objectives in mind: to deliver high quality equipment, with a perfect service. Over 50% of the orders have been shipped within 24h, and we have responded to 95% of inquiries in less than 24h, most only a few hours after reception. All that with less than 1% errors and 97% of orders shipped on schedule.
Our main office
Our Goals and Motivation
At first, our objective was to provide you, anywhere in the world, the best quality that Japan has to offer. But after having worked in the industry for a few years, we realized how endangered the traditional artisans are and it pushed us to make the protection of Japanese craftsmanship our first and main goal. Read the whole story on our blog.
Seido is the only Japanese company exclusively offering 100% made in Japan equipment. Seido is also the only company specializing in the sale of Aikido equipment, and whose staff consists of martial artists. This results in the customization of products, according to the specific requirements of Aikido practitioners, and allows us to offer expert advice. We have experience in groups, such as Iwama, Yoshinkan, Kobayashi, which allows us to tailor our advice to the specific practices of everyone. Seido products are approved by the Aikikai.
Read more about the workshops and artisans we are working with: Presentation of our Artisans : Traditional Japanese Workshops
Our Embroidery Workshop
Staff & Office
Seido’s staff is composed of diverse personalities from various parts of the world. We are working together to make a difference, and if you are on this page, it is because you want to get to know us and what we do. If you are traveling to Japan, including a visit at the Hombu Dojo, look for us on the mats!
Jordy Delage - Seido’s founder
I'm amazed, how much my team evolved in just a few years. I enjoy the time I spend alone at the office in the morning, but it's when everyone arrives that my day really starts.
Hi, thank you for taking the time to discover us. My name’s Jordy Delage. I was born in France’s countryside in 1985. I’m married to Eriko, we’ve 3 kids, and we live in Tokyo’s suburb, close to the Seido office.
I started Aikido at the age of 15, in France, in a group called “Academy Autonome d’Aikido”, affiliated with Kobayashi Hirokazu’s teaching. I moved to Japan at 19, before university, for intensive Aikido practice at the Aikikai Hombu Dojo and to discover more about myself. I then decided to stay in Japan, and it took me a few years to get a university degree in Japanese language and culture (majoring in Japanese religions). I practiced a little Kendo, Judo, and Taichi, but I always got back to Aikido, experiencing different schools, e.g., Yoshinkan, Iwama, and Kobayashi Hirokazu’s style and the Aikikai, to which I belong now.
After a few years of perfecting my Japanese and my Aikido, working in many fields, I decided to create Seido to fill something I considered as a void for many foreign Aikido practitioner. I’ve always been my first customer, and I focused hard on bringing to the international Aikido community the best brands I knew. After a while, not being very satisfied by the products or the support provided by other brands, and since I knew the artisans supplying the brands, I created my own brand, Seido. Doing so, I got the opportunity to give more importance to the artisans and really work on our customer’s needs. Today, I assume 3 major roles: taking care of the connections with the artisans and developing new products (including finding ways to protect the true traditional craftsmanship); supporting our customers on a high level and analyzing our website’s user experience; and, of course, enhancing the cohesion of our team (though, I appreciate and encourage that there is a lot of independency, everyone handling his own job). Thank you very much for supporting us and the traditional craftsmanship. I hope we’ll meet on the mats somewhere, someday!
Eriko Hoshi - Japanese Sales & Suppliers Relations
Thanks to my father, a 7th Dan Kendo master, Budo has always been part of my life. I’m responsible at Seido for the Japanese clientele and Artisans relations...
Hello everybody and welcome to SeidoShop!
Apart from being in charge of the management and administrative tasks of SeidoShop (Japanese homepage), I'm taking care of the customer and trader relationships. My father, a 7th Dan Kendo master, brought me to his practice when I was little; hence, I was always somewhat close to Budo. However, until I became an adult, I had no martial arts experience, but only started practicing Aikido after marrying my husband, joining him at the Dojo.
The customers at SeidoShop are various; some have just started practicing Aikido, and others are high-grade black belts. Although I had been taking care of customers in a different field, when I was working for a wedding company, since I have become responsible for the customers at Seido, I try to do my best, not only by writing detailed explanations on our website, but also by answering requests via email or on the phone, - especially because there is no face-to-face selling. That's why I have to pay a lot more attention, so that our customers can order our products without worry.
It's a great honor to be an intermediary, introducing as many customers as possible to the Japanese artisans by offering high-quality martial arts equipment. So, from the bottom of my heart, I'm pleased to welcome you as our customer.
Rahel Bünzli - Global Management & Embroidery Workshop
Fascinated by the Japanese culture and interested in martial arts, I started working for Seido in 2013 after having moved to Tokyo...
Hi everybody, and welcome to our page!
When I was nine, my aunt introduced me to Aikido and I started practicing at a rather big Dojo in Berne - Switzerland, affiliated with the teachings of Master Masatomi Ikeda and Master Hiroshi Tada.
In my early teens, I decided I'd, one day, travel to Japan and stand on the mats of certain Dojos, tracing the inspiring and fascinating stories I was told. I made this dream come true when I was 18, and since then, I was living off and on in Japan. In 2012, after graduating from Zurich University, I took the decision to move to Tokyo.
One year later, I was hired by Seido and put in charge of the embroideries, Dogi alterations and developing new products - always testing them myself on the mats. Multilingual, I also welcome foreign customers at our office, write and translate mainly for our English homepage and our blog, and answer customer requests from all over the world. I hope to meet you one day in person at our office or on the mats!
Fouad Belouadheh - Website & Processes Development
I’m always willing to learn, whether this is on the mats or in front of my computer...
My name is Fouad Belouadheh. I was born and raised in France, in a small village near the Alps. I arrived in Japan at the beginning of 2015 to start a new adventure with Seido.
Thanks to my father, who was a Karate teacher, the Japanese culture has always been a part of my life. The contribution of this, so different and distant, culture has instilled in me a passion for traveling and discovering the world. After getting my engineering degree and first working experience in France, I tried my luck in Japan with Seido. At this company, I discovered a dynamic and motivated team, and I understood how important our work is to offer the best to the practitioners, while perpetuating traditional craftsmanship. Besides that, I've had an extensive and rewarding sport experience: Being in Japan, I focused on Kyokushinkai Karate, a martial art that has remained rooted in the tradition.
While working for Seido, I can put my experiences in these fields together: As practitioner, I know how important it is to have great equipment, and as engineer, I try to keep our websites updated to the newest standards, making your visit as smooth as possible.
Alexandre Venancio - Order Preparation, Shipping & Warehouse Management
Passionate about Japan and diverse aspects of the Japanese culture, I’m the one who gets your order ready for shipping...
My name is Alexander Venânçio. I’m of Portuguese origin, born in 1988 in Paris.
Having had a grandfather in the Navy, who traveled around Asia, I got in touch with Asian cultures at a young age and was mainly attracted to the Japanese culture, which is so different from ours.
This encouraged me to practice Judo for several years. Why Judo? you may ask. Without a doubt, because you always can and have to excel yourself, while facing an opponent who deserves your respect - and for me, respect if of great value. Teaching me this, practicing Judo was a very rewarding experience.
My passion for Japanese arts, be it drawing, music, or architecture, but also its history, made me engage in this culture, loving this country more and more. After many travels to different regions of Japan, I finally moved to Tokyo to live daily in the midst of this culture.
It was at this very moment that I made the acquaintance of Seido. I got the chance to meet and work with a very dedicated team, retrieving the mentioned respect among the practitioners, and vis-à-vis the Japanese culture and its traditions.
Aya Yamamoto - Embroidery Workshop & Administration
Using the latest embroidery and sewing machines, I put my heart into offering you high standard Dogi customizations...
Hello everybody and welcome to SeidoShop!
For Seido, I mostly execute the Dogi alterations (like cutting sleeves/trousers, sewing reinforcements on Hakama etc.) and accomplish embroideries. Experiencing the bubbly energy of my two little boys daily, I was looking for an activity for them. The spirit of Aikido, in which winning or losing isn't a matter of physical strength and proper etiquette is taught during practice, seemed to be a good option. I'll never forget my boys’ facial expressions, bursting with pride, when they put on their first Dogi: Jacket and pants, embroidered with their names, made just for them!
Seido has the latest embroidery and engraving machines so we can customize the equipment and have them delivered with almost no delay. It's very rare that we can actually meet our customers in person; nonetheless, we are putting our heart into making a unique Dogi, trying to satisfy everyone who opts for our high-quality products. If you stay somewhere close to our shop, don't hesitate to drop by, because we'd love to meet you.
And our former employees and interns : Lukas Kucharsky, Maho Somekawa, Jacques Gonzales, Rémi Bouchez, Florian Fasel, Stéphane Durand, Ines Ouedraogo, Charaf Abdelmeziane, Jason Faivre, Narjes Achour and Adrien Guigon. They all contributed to make Seido to what it is today, and all of them will always be part of our story.
The Seido Building @Wakoshi