A behind-the-scenes story of N WARM,
a huge hit which provides lasting warmth
that you have never felt before
N WARM products are fabric goods, including bedding, rugs, and cushions, which use hygroscopic heating materials that change moisture from the body to heat. The products provide unique comfort—just touching the fabric makes it warm—and are received well. Since N WARM was launched in 2008, NITORI has been enhancing its functions, product lineup, and sales approaches. Let us describe our relentless, ingenious initiatives.
InspirationThere were hints to develop the hit product in a different industry.
NITORI is constantly seeking to develop new products to propose unprecedented levels of comfort to customers. One of the principles of NITORI is looking for hints from different industries and different fields. N WARM is a good example.
NITORI was quick to take note of hygroscopic heating materials that attracted attention in the apparel industry and thought that bedding made from the materials would help users enjoy a good sleep. Based on this idea, a development project started. Through a process of trial and error, groundbreaking bedding was completed. In the winter, they were warmer because of an exothermic effect, and in the summer, they were dry due to a moisture absorption effect. They provided comfortable sleep year round. This was the beginning of the history of N WARM.
Enhancement of functionsPursuing higher levels of comfort
N WARM has been well received. “N WARM is more reasonable than down quilts and is more comfortable than polyester comforters,” customers say. NITORI, however, is not satisfied with continuing to provide the same goods. Pursuing higher levels of comfort, NITORI started to consider adding new functions, heat retention and heat accumulation, to the pre-existing functions of moisture absorption and heat generation.
First, NITORI focused its attention on the thread, which joins pieces of fabric together, and cotton, with which the products are filled. NITORI produced thread and cotton featuring heat retention and heat accumulation effects jointly with textile manufacturers in each field, achieving within the process, higher levels of warmth and comfort. NITORI was able to do this because it not only sells products as a retailer but also develops and manufactures products.
Evolution of sales floorsSales floors continue to evolve based on the voices of customers.
The evolution of N WARM is not limited to its functions. The product lineup and the variety of colors have also expanded based on conversations with customers on sales floors. Customers have stated, “I wish to buy a body pillow made from the same material” and customers have also asked, “Do you have different colors?” A few more questions customers ask us is “What is the difference between N WARM and other bedding,” and “Does N WARM really make me feel warm?” In response to these questions, we conducted comparative experiments at stores and worked to create sales floors where the appeal of products is communicated well.
The evolution will continue, and the appeal of our products will increase accordingly. As Chairman, Akio Nitori, puts it, not being satisfied with the current situation brings growth. We will provide better products than last year at the same price as last year. Continuing this route will allow us to achieve “Offering the Unexpected.”