Towel Laboratory launches two new products simultaneously on Amazon US!

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~Optimizing the "problem-solving" development methodology cultivated at the Towel Research Institute for the US market, accelerating market share expansion~

Izawa Towel Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Masashi Izawa; hereinafter referred to as "the Company") has launched two new models, the "Super Softness Series" and the "Super Low Lint Series," as part of its "Towel Laboratory" brand, which is available on Amazon.com in the United States.

Since entering the US market in August 2025, following the launch of our first model, the "Plush Light-Weight Towel," this expansion of our lineup will meet the diverse needs of US consumers with varied lifestyles and accelerate our market share growth in North America.

■ Overview of the new lineup and approach to the US market

This time, we are simultaneously launching two models that optimize the "problem-solving" product development methodology cultivated at Amazon.co.jp in Japan for the unique lifestyle culture of the United States. Based on the laundry culture of the U.S., which includes "high-temperature washing and large-capacity drying machines," and the differences in preferences among users, we will be developing the following products.

  1. Super Low Lint Series
  • Problems solved: Reduce the burden of household chores, such as lint sticking to clothes during washing and thick towels taking a long time to dry.
  • Target audience: College students who do laundry frequently, dual-income households, and those who prioritize functionality. In particular, we will strengthen sales to college students during "Back to School" (July-September), one of the biggest shopping seasons in the US.
  • Features: Proprietary technology minimizes lint shedding. This practical model is designed to meet the practical lifestyle of Americans who demand "Easy Care" and "Quick Dry."

2. Super Softness Series

  • Problem solved: To offer an overwhelmingly superior texture that overturns the common perception of typical American towels, which tend to be stiff and rough.
  • Target audience: Those seeking a spa-like experience at home. Also, those seeking gifts for occasions such as Mother's Day and weddings. We will strengthen sales in May and June, coinciding with the peak of the "wedding registry" culture, a uniquely American gift-giving tradition.
  • Features: Achieves a softness like touching a cloud. From a treat for yourself to a gift, it offers a blissful user experience that enhances the quality of your life.
■ Future Outlook

Leveraging our strong partnership as a 1P vendor (direct transaction) with Amazon.com in the United States, we plan to further expand our product lineup. We aim to grow "Towel Laboratory" from just a Japanese brand into a "new standard" in American households.

■ Towel Laboratory Product Page
■ Company Overview

Company name: Izawa Towel Co., Ltd.
Representative: Representative Director Shoji Izawa
Address: 1-26-6 Ebisu Nishi, Shibuya-ku, Tokyo
Business: Planning, manufacturing, import/export, and sales of towel products
Official website:https://www.izawa-towel.com/

■ Contact information regarding this news release

For inquiries, please contact: [email protected]
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