In response to overwhelming demand from consumers and retailers, offline sales are finally available!
Izawa Towel Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Masashi Izawa) is the No. 1 towel brand with an overwhelming track record in online towel sales. 1 We will begin selling our "Towel Laboratory" to retailers nationwide.
Until now, the brand has been developed as an "Amazon.co.jp exclusive," but in response to voices from general consumers who want to purchase in physical stores, and the number one towel sales brand, 1 In response to requests from retailers across the country who want to carry the product, we have finally lifted the ban on offline sales. This means that the product will be available for purchase at participating retailers from January 2026.
We have already been proposing offline expansion of "Towel Laboratory" to existing retailers and other businesses since early December 2025, and many of them have decided to introduce it during negotiations.
In the future, we will continue to bring "Towel Laboratory" to more people not only online but also offline.
■What is the "Towel Laboratory"?
All towels are the same. "Towel Laboratory" overturns this common sense.
The brand was created in 2019 as an "Amazon.co.jp exclusive" in Japan, and has grown rapidly in just five years, leveraging our overwhelming strength of "unconventional quality and price."
Our towels have achieved an overwhelming track record in terms of both the number of reviews and sales in online sales, and have now become a staple item loved by many people throughout Japan. We also entered the American market (Amazon.com) in August 2025. As part of our unique brand strategy, we are promoting the expansion of our market share in the United States.
■ Behind the scenes of the offline launch
"Towel Laboratory" is one of the most well-known towel brands for home use in Japan, and is the best-selling towel brand on Amazon.co.jp. 1 Based on our track record and experience in generating sales of approximately 10 billion yen in the towel business, we continue to steadily supply products that combine price advantages with unconventional quality. These efforts have been highly praised by general consumers, resulting in a high repeat purchase rate in the towel industry, where designated purchases are relatively rare.
Additionally, because Towel Research Institute offers multiple types of products, we receive many positive requests, such as "I want to actually touch them before I choose," "I want to try just one," and "I want to have different colors for my family to use."
We have also received many encouraging comments from retailers asking if there was any way they could stock Towel Laboratory. On June 20, 2025, we became the first Japanese towel company to go public, and as a result we decided to expand the brand offline.
We have been making proposals to existing retailers since early December 2025. We are very pleased that many of them have decided to introduce the Towel Laboratory during negotiations. Sales at each of our business partners are scheduled to begin from January 2026.
We will promote this initiative as a medium- to long-term growth strategy that will lead to "expanded sales volume and improved profitability," aiming to further expand market share by leveraging the offline expansion of "Towel Research Institute."
1 Based on sales of towel products on Amazon.co.jp. Research conducted by our company. (Period: December 16, 2024 to December 15, 2025)
2 Awareness rate based on an online survey of 10,000 men and women aged 12 to 49 nationwide. Survey conducted by Macromill. (Period: June 2024)
3 Based on our research (as of December 12, 2025).
4 It was ranked No. 1 for more than half of the 365 days. (Period: December 13, 2022 - December 12, 2025)
■ Contact information regarding this news release
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