Heian Shindo Co., Ltd. (headquartered in Osaka, President: Kayoko Takeuchi) unveiled the complete lineup of its new brand "CAT FREELY" on Friday, February 20th, just ahead of "Cat Day" on Sunday, February 22nd. This brand promises a freer life for cats and their owners. Developed as a "user co-creation brand," CAT FREELY gathered real feedback from cat owners throughout the development process to pursue an ideal living environment. Using proprietary mounting technology, the brand supports creating spaces where cats can live freely and age healthily, regardless of housing constraints. A monitor campaign will launch on Instagram in March ahead of the April general release, marking the start of a new initiative to grow the brand together with users.
Brand Background: Freedom Starts Here - Cat Furniture Reimagined
"What can we do for cats who spend their entire lives indoors?"
As of 2023, approximately 9.07 million cats are kept as pets, with over 90% living indoors. While cats are living longer and becoming more integral to families, challenges such as "lack of exercise," "stress," and "age-related decline" have become increasingly apparent.
Heian Shindo has seriously addressed these challenges by leveraging its years of experience and technology in "manufacturing that supports everyday life." The company aimed to create cat furniture that combines "functionality and safety" to satisfy cats' instincts, "interior design aesthetics" that blend into human living spaces, "installation freedom" that works in any housing environment, and "adaptability" that can accommodate cats at different life stages.
CAT FREELY supports creating spaces where cats can live more freely and age healthily.
Three Key Features of CAT FREELY
Based on user interviews and surveys, the brand has developed specifications that address common complaints about existing cat furniture.
1. Rental-Friendly: Proprietary Mounting Technology with Minimal Visible Marks
Responding to feedback like "I don't want to drill holes in walls" and "I gave up because I rent," the system uses gypsum board-specific pins. Installation requires only a screwdriver, and removal marks are barely noticeable※.
(※The visibility of removal marks may vary depending on wall condition and usage.)
2. From Kittens to Seniors: Adjustable Steps That Adapt to Growth
To solve concerns like "I bought it but the height didn't work and my cat won't use it" or "As my cat got older, they can't climb to high places anymore," the system features freely adjustable step heights and angles. This single system can create the optimal layout for your cat's size, athletic ability, and aging needs.
3. Perfect for Multi-Cat Households: Fully Customizable Layouts
By combining the simple "Cat Step" with the dynamic "Cat Walk Incline Type," you can create an athletic space tailored to your room size and number of cats. It's also easy to adjust the layout for cats who get bored easily.
Product Overview
Cat Step White (CFL-1WH)
A simple, easy-to-use basic step.
Manufacturer's Suggested Retail Price: ¥5,980 (tax included)
Cat Walk Incline Type White (CFL-2WH)
An inclined type that adds climbing and descending fun.
Manufacturer's Suggested Retail Price: ¥9,980 (tax included)
Support for Cat Rescue Activities
Heian Shindo has joined the "HAPPY NECO CYCLE" supporter program by Neco Republic Co., Ltd., which operates cat rescue initiatives, supporting efforts toward zero cat euthanasia.
Pre-Launch Experience Campaign Announced
To commemorate the brand launch, Heian Shindo will recruit official monitors on Instagram to experience and share the CAT FREELY concept with their cats.
This campaign goes beyond typical product monitoring by featuring real installation examples from monitors on official social media and conducting user voting. This participatory project aims to resolve pre-purchase concerns about "installation and layout" by visualizing actual use cases through collective user wisdom.
Campaign Overview
Application Period: March 16, 2026 (Monday) to March 27, 2026 (Friday) (scheduled)
Products Provided: Cat Step (CFL-1WH) or Cat Walk Incline Type (CFL-2WH)
How to Apply:
Follow Heian Shindo's official Instagram (@heianshindo)
Like the campaign post
※Schedule and campaign details are subject to change.
Future Development Schedule
February 20, 2026: Official brand website opens, detailed specifications released
March 16, 2026: Instagram monitor campaign begins
April 10, 2026: Amazon cart opens (pre-order) begins
Late April 2026: General sales begin
※Schedule and campaign details are subject to change.
