TIMES

Imabari Towel Brand "Hippopotamus" Expands Its Lineup Toward a Total Lifestyle Brand
 

Built on a foundation of safety and peace of mind, Imabari towel brand "Hippopotamus" pursues a balance of texture, comfort, and fashion appeal. By weaving organic cotton and bamboo rayon (recycled bamboo fiber) into a random jacquard, the towels keep a soft feel even as they age, and achieve roughly twice the water absorbency of 100% cotton towels. Their colors, inspired by Impressionist paintings, also come in a rich range of variations. Hippopotamus has been expanding its business as a total lifestyle brand by growing its product lineup to include bath mats, teddy bears, T-shirts, and more.

Building on its distinct identity as a towel brand and a philosophy centered on quality, the company has grown its product range through pile-fabric craftsmanship, expanding the range of business partners from the home-goods floors of major department stores to select shops, specialty stores, general goods shops, hotels, and bars. It has also actively pursued collaborations with brands that share its worldview, working with fashion brands such as "N. HOOLYWOOD" and "Lucien Pellat-Finet," and the artist "Chocomoo," among others. Its first directly-run store, the Ebisu Mitsukoshi location, has also reopened after renewal, becoming a shop that fully captures Hippopotamus's world.

To meet customers' gifting needs, the store is also rolling out a name-embroidery service for towels. Looking ahead, while keeping the option of opening more directly-run stores in view, the brand aims to keep expanding its product range and grow further as a total lifestyle brand.

Company Information
HPS Co., Ltd.
4F Dai-4 Taihei Bldg., 1-21-5 Hongo, Bunkyo-ku, Tokyo
WEB: https://hippopotamus.co.jp/