Exploring the Comforting Touch: The Challenge of the New Material "meltoro" from Belle Maison

Gently embracing the winter chill with a warm and smooth texture. The "Meltoro" series by Belle Maison continues to captivate many customers with its wide range of products, from wearable blankets to gown jackets and bedding.

The uniqueness lies in the proprietary material made from fibers finer than cashmere, which are knitted with generous volume. Since its inception in 2011, it has continuously pursued the sensation of "pleasure," establishing itself as a winter staple.

However, the background of its development and unique manufacturing method have seldom been thoroughly discussed until now.

This time, we spoke with Koji Okada, who has been involved in the development of meltoro, about the development story and the meticulous manufacturing process.

When choosing winter loungewear and bedding, many people prioritize texture. However, before the development of meltoro in 2011, while there were many products highlighting functionality and price, the focus on truly comfortable bedding was surprisingly sparse.

In this context, a proposal was birthed within the product development team at Belle Maison. Okada recalls the period:

“Every season, we conduct an idea-generating meeting called 'What We Want to Do Meeting' before developing new products. At that time, there were many popular products aimed for fall and winter, but there weren’t many dedicated to the critical texture for winter loungewear and bedding.

"The idea arose from the question: Can we create products that we can confidently say feel great, beyond just function and price? Development commenced from there.”

This decision was reflected in the material selection process. Instead of insisting on famous brand fabrics or premium materials, they committed to thoroughly searching for materials that evoke the sensation of "pleasure."

“We gathered a vast array of comfortable autumn and winter materials from both domestic and international sources, regardless of brand name, and selected fabrics from a buyer's perspective. After multiple discussions among team members, we finally adopted materials that everyone on the team felt were genuinely comfortable!”

Using this unique material, they initially launched bedding (such as duvet covers and mattress pads). The response exceeded the team's predictions. Gradually expanding their product range over the years, they now offer a variety of items including rugs, kotatsu, wearable blankets, and gown jackets. Across all categories, numerous praises have been received regarding their comfort and warmth.

The unwavering focus on purely pursuing the sensation of "pleasure," instead of price or functionality, has led to the creation of what is now a representative series of winter products from Belle Maison.

The quality of a product resides in the details of its production process. The meltoro series embodies a commitment to each individual step, which upholds its quality.

In the final stage of fabric production, unique textures are created by undergoing more finishing processes than standard products. However, this process is not supported by special equipment. Okada explains the reason this way:

“In the final stage after fabric production, we carefully finish it by using more processes than conventional products. While our equipment is not special, if you ask whether it can be done in any factory, the answer is NO. It relies on the skills and experience of the production factory personnel who have honed their craft over many years.”

To maintain quality stability, we have implemented unique innovations in our production system.

“In the past, we faced challenges as our production factories changed each year, resulting in an unstable 'smoothness' regardless of how we specified fibers or processes. Currently, we have fixed our fabric production factory, and by involving multiple internal stakeholders to review, we have increased stability.”

The completed fabric then undergoes a unique quality control process. It is rigorously checked against meltoro's standards, which stand apart from general inspections.

“While we do perform standard inspections, additional checks for 'smoothness' are necessary. We intentionally do not have numerical benchmarks; our criterion is simply whether we feel it is pleasant. For every production lot, as soon as the fabric is ready, we scrutiny it to ensure it feels good, using multiple internal stakeholders’ inspections. During these checks, we keep a benchmark fabric for comparison, touching it alongside to confirm the texture.”

The craftsmanship of the factory personnel combines with the sensibilities of the development team. This fusion sustains the unique quality of meltoro.

Even in successful series, stagnation leads to obsolescence. Many long-lasting product brands have faced this reality. The meltoro series continuously pursues "greater comfort," incorporating customer perspectives in its endeavors.

“We receive daily product reviews from customers related to our market offerings, so checking reviews is a routine part of our operations. Depending on the content, we can respond in collaboration with the production factory both in the short term and long term, utilizing this feedback as a valuable asset.

"Additionally, recently, we have begun collaborating with customers in the manufacturing process, planning to utilize VOC (Voice of Customer) more than ever in our product development.”

meltoro has garnered a large fan base, but it now stands at a new crossroads due to changes in the market environment and the emergence of similar products. Finally, we inquired about future prospects.

“Naturally, we want to clarify meltoro's position in the market further. We recognize that similar products are beginning to proliferate, and without changes, we will hit a plateau.

"We strongly recognize that our distinct point of differentiation lies in the texture, so we are experimenting with ways to enhance the already refined texture of meltoro.

"Furthermore, we have received numerous requests for improvements regarding weight, and requests for developing natural materials for upcoming new series, which we are also considering. While challenges abound, each with very high hurdles, we are motivated by daily product review comments from customers and look forward to advancing our product development with enjoyment.”

Supported by unique manufacturing methods and uncompromising quality control, meltoro continues to rise to the challenge of further evolution towards achieving a more comfortable lifestyle.