With over 40 million towels sold in total, "Towel Research Institute," which boasts the No. 1 sales in Amazon's towel category for four consecutive years, has finally opened an official store on Rakuten Market in response to consumer demand! *1
Izawa Towel Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Masashi Izawa) will be grand opening its official shop for its own brand, "Towel Research Institute," on the online shopping mall "Rakuten Market" today, August 24th (Monday).
[Towel Research Institute Rakuten Market Official:]https://www.rakuten.co.jp/towel-kenkyujyo/ 】
Launched in 2019 as an Amazon-exclusive brand, "Towel Research Institute" has achieved rapid growth by leveraging its "unconventional quality and price," becoming a staple brand known to one in three Japanese people. In January 2026, it expanded beyond e-commerce to include offline sales. Within just six months of its launch, the number of stores carrying its products exceeded 2,000.
Following the increased brand awareness gained through our physical store operations, we have decided to expand our sales channels by officially opening a store on Rakuten Market. Rakuten Market has a large number of female users in their 30s to 50s, a demographic that we haven't been able to reach effectively through Amazon. Therefore, we are confident that this expansion into Rakuten Market will contribute to acquiring a wider range of consumers.
In line with our vision of "creating a global standard for towels," we will transcend the boundaries between online and offline to provide a "comprehensive purchasing environment" to a wider range of customers.
■ Why is "Towel Research Institute" chosen?
The Towel Research Institute was founded to overturn the common belief that "all towels are the same."
Leveraging our company's overwhelming strength—unconventional quality and price—this brand has achieved rapid growth in approximately five years, building an outstanding track record in both the number of reviews and sales in online towel sales. Supported by a high repeat purchase rate, it has now become a staple item in the lives of many people throughout Japan.
■ Product lineup on Rakuten Market
We have added our flagship series, which enjoys unwavering popularity on Amazon, to our lineup. In addition to the series we are now offering, we plan to gradually expand and add other popular series and various sizes in the future.
● #003 [Volume Rich]
This best-selling towel from the Towel Research Institute boasts a luxurious thickness and fluffy texture reminiscent of hotel towels, combined with superior absorbency. There's no need to scrub your skin after a bath; simply gently press the towel against your body to experience the comforting sensation of it instantly absorbing moisture.
Product page:https://item.rakuten.co.jp/towel-kenkyujyo/003-face/
● #001 [Everyday Simple]
Thanks to our uniquely developed spinning and weaving technology, this towel features minimal lint shedding despite being made from 100% cotton (TP3T). It's durable enough to withstand daily washing and is the perfect choice for worry-free daily use. The towel's thickness is neither too thick nor too thin, pursuing the "most convenient thickness for everyday use" from both a usability and storage perspective.
Product page:https://item.rakuten.co.jp/towel-kenkyujyo/001-face/
＊...It has been ranked #1 in the Home & Kitchen category of Amazon.co.jp's best-selling rankings for more than half of the 365 days. (According to our research.)
(Period: August 1, 2022 to August 24, 2026)
＊＊...We have been conducting test operations (pre-opening) since Thursday, August 20, 2026, and will officially open today, Monday, August 24.
■ Company Overview
Company name: Izawa Towel Co., Ltd.
Representative: Masashi Izawa, President and CEO
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
Contact information:[email protected]
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