Necoichi have a deep understanding of the needs of cats and their owners; with this in mind.The idea is to give cats and owners what they truly want. They don’t want to make products that are chosen by a process of elimination—They want to make products that are the clear winner that stands out against all the other choices. Today, Necoichi is the most popular brand of cat supplies in Japan. They have a deep understanding of the needs of cats and owners, and with this in mind, they develop excellent products that are both beautifully designed and always functional. It’s just that simple.