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The Power of 16 Million Units Sold! Uncovering the Cotton Secrets of Belle Maison's "Hotcott®"
We've previously highlighted the appeal of "Salalist®," the go-to summer product from Senshukai Co., Ltd.'s mail-order service, "Belle Maison," in a past article. This time, we're zooming in on their hugely popular winter item, "Hotcott®."
First launched in 2009, the product was officially branded as "Hotcott" in 2011. The secret to its incredible popularity, with over 16 million units sold to date, is the soft feel and warmth of its cotton-blend fabric. We sat down with Nozomi Hiyama and Yuki Higashi from the company's Business Division to get the inside story on Hotcott's development and what makes its lineup so special.
PROFILE
Nozomi Hiyama
Senshukai Co., Ltd., Belle Maison Business Division, With Family & IP Business Unit, Brand Strategy Team 1. Since her first year with the company, she has been responsible for planning and developing innerwear. Committed to a "customer-first" philosophy, she is driven by a passion for making every single customer smile. She currently serves as an MD for the core innerwear brands, including Salalist and Hotcott, directing everything from product planning to sales.
PROFILE
Yuki Higashi
Senshukai Co., Ltd., Belle Maison Business Division, With Family & IP Business Unit, Procurement Team 2. He is a development buyer for Salalist and Hotcott. Leveraging the knowledge of materials and functional testing he gained in his previous role, he focuses on developing materials and products with a strong emphasis on functionality.
A Quiet Challenge to the Innerwear Market
Belle Maison, operated by Senshukai, developed its moisture-absorbing, heat-generating innerwear in 2009. Prior to that, the market was dominated by innerwear from other companies that used a combination of synthetic fibers like acrylic and rayon for their heat-generating properties. Following suit, Senshukai also began investing heavily in product development."A large portion of our customer base is female. When thinking about women's skin, we decided to compete using cotton. We also specialized in casual, natural products, so cotton was a natural fit for us," says Hiyama.
This led the company to explore new functional innerwear that could maintain the feel of natural fibers. The result was a moisture-absorbing, heat-generating fabric containing 45% cotton—a revolutionary product for its time.
The Birth of the "Hotcott" Brand in 2011
A few years after its launch, the product's functionality gained recognition, and the number of repeat customers began to grow. To fuel further expansion, the company decided to pivot to branding.
"We were getting great feedback from customers, but it's pointless if someone wants to buy another one and can only think, 'What was that long-sleeved cotton thing again?' That's why we created the brand name 'Hotcott'—to make the product easy to find," explains Hiyama.
And so, "Hotcott" solidified its status as a go-to winter innerwear. Backed by a wide variety of options unique to mail-order and an extensive size range from S to 5L, it perfectly met market demand for innerwear that fits seamlessly into everyday life.
Further Evolution: Cotton Development and Blend Ratio Adjustments
In 2016, the company embarked on a new challenge: could they create high-performance innerwear using only cotton? This initiative was a direct response to the demands of customers who loved the feel of cotton."By modifying cotton at a molecular level to give it moisture-absorbing and heat-generating properties, we were able to create a higher-performance material. But there was a downside: the resulting cotton was stiff, which compromised the natural comfort that cotton is known for.
So, we started blending it with another type of cotton that had a better texture, allowing us to strike the perfect balance between functionality and comfort. After running countless experiments, we found the golden ratio and successfully created a cotton innerwear that is even warmer than synthetic options," says Hiyama.
A product tag might only say 'cotton,' but Hiyama explains there's a much deeper story behind it. Just looking at fiber length, the texture of long-staple and short-staple fibers is completely different, and the appearance and functionality also change significantly depending on the yarn count (thickness).
It's this meticulous calculation of all these elements that allows "Hotcott" to truly meet consumer needs.
The appeal of the "Hotcott Cotton-Blend Warm Innerwear"
Launched with the 2016 redesign, the "Warm Cotton-Blend Innerwear" series is made with 95% cotton, offering a comfortable, stretchy fit while remaining lightweight.One item that boasts enduring popularity and strong support from women is the Hotcott Cotton-Blend Warm Crew Neck Long-Sleeve (Women). It features a classic crew neckline and long sleeves, ensuring warmth right down to the wrists. What’s especially amazing is the wide array of colors it comes in.
"We now offer it in eight colors. In addition to the standard off-white and black, we've added greige and terracotta this year. With the recent popularity of personal color analysis, we want to meet our customers' desire to wear their favorite colors or shades that bring them joy, especially for innerwear," says Hiyama.
The product line also includes the "No-Layer Cotton" series, made from 100% cotton fabric and crafted for those seeking an even softer, fluffier feel and a soothing sensation against the skin. This addition to the product lineup reflects the company's sincere commitment to responding to customer feedback.
Meeting even more customer needs
Every year, "Hotcott" releases products that make a significant impact on the market. This year is no exception, with the launch of the silk-blended "Hotcott Moisturizing Silk-Cotton High-Neck Long-Sleeve (Women)." Apparently, when considering what would be gentlest on the skin, silk was the first material that came to mind."By blending silk with rayon, we created a material that retains a high level of moisture. Adding cotton to the mix provides the excellent heat retention that cotton is known for, while still feeling incredibly smooth and soft against the skin," Hiyama explains.
"And you don't have to worry about complicated care instructions just because it contains silk. 'Washing with a neutral detergent for delicates is all you need,' adds Higashi."
As its appearance suggests, the silk-blend product is less like innerwear and more of a stylish top, designed to be layered with other outerwear. Since it doesn't look like a typical undershirt, having just one can greatly expand your fashion possibilities.
The driving force behind this product development has always been customer feedback. Product reviews show that customers feel the "Hotcott" series has solved their winter skin issues, and that an impressive 93.9%[1] of those who switched from other brands are satisfied.
The company markets "Hotcott" with great confidence, and the cumulative sales figures are a testament to the trust it has earned. If you're still searching for the perfect winter innerwear, why not give this series a try? Once you slip it on, you'll immediately understand why it's so popular.
[1] From an email survey of Hotcott purchasers conducted from July 21 to July 27, 2024 (310 valid responses).
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