Sells even at a high price! "Blissful towel®" series shipped over 15 units

The number of fans is increasing both in Japan and overseas, with many saying, "I still love this bath towel even though it costs 13,200 yen!" Shipments are steadily increasing

Uchino Co., Ltd. (Headquarters: Chuo-ku, Tokyo / President and CEO: Nobuyuki Uchino), which proposes a healthy and comfortable lifestyle from bath time to good sleep, is pleased to announce that the Blissful towel® series, which conveys happiness the moment you touch it, has exceeded 15 units in total shipments. *Cumulative period: October 2018 to December 10

[Product information]
・Bath towel (approx. 70 x 140 cm) 13,200 yen
・Small bath towel (approx. 50 x 100 cm) 8,800 yen
・Face towel (approx. 34×85cm) 4,620 yen
・Towel handkerchief (approx. 26.5cm x 26.5cm) 2,970 yen

Changes in demand for Blissful towels

2021. Since XNUMX, small bath towels have been sold more than bath towels.

We speculate that the COVID-19 outbreak has led to interest in the convenience of small bath towels, which are slightly smaller than regular bath towels, in terms of washing, drying, and storage. In addition, we believe that the size and softness of these towels make them suitable for use as pillowcases, and that this has led to an increase in the number of people using them to care for skin irritated by wearing masks while sleeping.
*Bath towel (approx. 70 x 140 cm), small bath towel (approx. 50 x 100 cm)
*Both the bath towel and small bath towel are recommended by the Japan Atopic Dermatitis Association.

2. Towel handkerchief shipments double during the COVID-19 pandemic

2021 saw the highest number of shipments ever recorded.
I think the main reason for this is the increased demand for towel handkerchiefs as people stopped using paper towels and hand dryers when they were out and about. I also think that the product name "Blissful towel" and its rich texture made it a perfect gift for the COVID-19 pandemic.
The top three most popular colors were pink, white, and gray.

3. High-quality towels are becoming increasingly popular in Asian countries

Combined with a high repeat purchase rate, Blissful towels have become the most popular item in recent years at many stores, including Takashimaya Singapore, and their fans are increasing in Asian countries as well.
Its recognition as a high-quality brand is gradually increasing, and the company is expanding its stores, particularly in the Asian market, including opening a new store on the third floor of Raffles City Singapore, a complex located in the heart of Singapore's business district, in September 2022. Through physical stores where customers can actually touch the products, the company will provide a place for a touching experience and propose a comfortable lifestyle.

The story behind the creation of the "Blissful towel"

▪WHY: Why did you decide to create Blissful towel?
80 years ago when we first started, towels were expensive imported goods and not widely available, but now towels have become an indispensable part of every aspect of our lives. While we were creating products that expanded the possibilities of towels, such as world-first technologies and industry-first products, we suddenly decided to return to our roots.We must propose "a comfortable lifestyle brought about by towels." We must create "a towel like no other" that fills the mind and body with happiness the moment you touch it.Development began with this concept in mind.

▪HOW: How did you create it?
The characteristics of towels vary greatly depending on the raw cotton, the fineness (count) of the thread, the number of twists of the thread, the pile length, density, weaving method, etc. Using the finest materials and outstanding techniques, and after more than 30 prototypes, we have created a towel that makes you feel happy the moment you touch it.

1. Raw materials: Made from the finest "extra-long staple" cotton
Extra-long staple cotton is high-quality cotton with fiber lengths of 35 mm or more. The longer the fiber, the less pilling there is, and the smoother the texture. It can only be grown in areas with favorable climate and soil, so it is a rare and valuable cotton, accounting for only 5% of the total cotton production.

2. Thread fineness: Towels are made using extremely thin "100 count" threads (approximately 1/5 the thickness of regular towels).
Ultra-fine 100-count yarn is a luxury yarn used in high-quality products such as dress shirts. Through repeated prototyping, we pursued the delicate and supple texture that can be achieved by weaving thin yarn, and arrived at 100-count yarn, which is not normally used for towels. If the yarn is thin, it will break during manufacturing, reducing production efficiency, and because it requires high-quality raw materials (extra-long staple cotton) and advanced manufacturing techniques, towels made with ultra-fine 100-count yarn are extremely rare.

3. Yarn twist: We use loosely twisted yarn to maximize fluffiness and maintain softness for longer.
The number of times the yarn is twisted affects the texture and durability. Too many twists makes the yarn stiff and uncomfortable against the skin, while too few twists gives it texture but causes it to shed. We experimented repeatedly, without compromise, with the number of twists and the method of twisting, to ensure that the initial softness, minimal shedding, and comfortable feel lasts.

4. Weaving method: It takes more than twice as long as a regular towel to weave it slowly and carefully.
To achieve a texture that makes you feel happy, it was necessary to weave the pile long with extremely fine, loosely twisted yarn at a high density so that the pile would not collapse. Each towel is carefully woven, taking more than twice as long as a regular towel, slowly and carefully, while being imbued with an air of happiness.

5. Demonstrate happiness
The results of an experiment conducted at the Aromatique Institute suggest that the feel and texture of the "Blissful Towel" is similar to a sense of happiness. Changes in the autonomic nervous system of 29 men and women were measured before and after using the Blissful Towel. The survey results showed that the majority of people had a good balance between the sympathetic and parasympathetic nervous systems, followed by many people who experienced a change toward a more balanced state.
*Based on the idea that a balanced autonomic nervous system is a healthy and happy state of mind and body.

<Experimental Method>
Using an autonomic nervous system measuring device, heart rates were measured before touching the towel and after using the towel freely for five minutes, and the amount and direction of change in the sympathetic nervous system index and parasympathetic nervous system index, as well as changes on the autonomic nervous system balance chart, were analyzed for each case.

<Experimental Results>