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A Publishing House Makes Recovery Wear!? How Did Takarajimasha Publishing Achieve General Medical Device Status for Under 10,000 Yen?
How Did Takarajimasha Publishing Achieve General Medical Device Status for Under 10,000 Yen?
Takarajimasha Publishing, a publishing house, developed "Recoverypro Lab.", a recovery wear line registered as a general medical device, and turned it into a massive hit. In a market where high functionality usually means high prices, how was the company able to offer a top-and-bottom set for under 10,000 yen? Behind this success was an unconventional strategy honed through magazine production.We interviewed Shuichi Fujisada, Executive Director of the Content & Products Bureau at Takarajimasha Publishing, to learn the development story behind leading a venture into a new field to success.
PROFILE
Shuichi Fujisada
Executive Director, Content & Products Bureau, Takarajimasha Publishing
Joined Takarajimasha Publishing in 1999. After working in the editorial departments of "宝島" and the men's fashion magazine "smart", he became the founding Editor-in-Chief of the Brand Mook (specialized brand books featuring brand items as bonus gifts) Editorial Department in November 2007.
Since September 2024, as Executive Director of the Content & Products Bureau, he oversees the editorial department for books with merchandise and the planning of recovery wear. Leveraging the planning and editorial strengths unique to a publishing house, he works daily on developing "items and magazine content that enrich readers' daily lives."
A Publishing House Takes on New Business! It All Started with Readers' Concerns
Behind Takarajimasha Publishing's entry into the general medical device recovery wear market was the product planning and development prowess honed through magazine gifts and mooks.The company has a department dedicated to planning and developing functional products that solve readers' problems. They have produced numerous hit products, including tumblers that keep convenience store coffee warm for hours and deep-sleep pillows. Among their project ideas was "recovery wear," which was still a niche category at the time.
Shuichi Fujisada, head of development, explains what sparked their entry into this market:
"Recovery wear is traditionally a high-priced product, so we thought it would be difficult to sell in bookstores. We realized that if we made it an exclusive product for our e-commerce site, 'Takarajima Channel,' we could also accommodate various size offerings. That was the starting point of development."
Choosing an e-commerce exclusive format rather than sticking to the traditional bookstore model was the first step toward creating a product that would later surprise the market.
A Single Conviction Drives the Project
At the start of development, awareness of recovery wear was not as high as it is today, and within the company, it was known only to a select few. Even so, Fujisada personally tried a product he found at a trade show and felt a strong sense of its effectiveness.
"When I actually slept in it, the morning after felt completely different from sleeping in my usual T-shirt. At that moment, I was convinced it would make a great product."
Even in an immature market, he decided to commercialize the product based on his own experience. Supporting that decision was the "eye for quality" he had cultivated as a fashion magazine editor.
The Idea of a "Member Perk" That Made a Top-and-Bottom Set Under 10,000 Yen Possible
The standout feature of this product is that, despite being a general medical device, it is priced under 10,000 yen for a top-and-bottom set. This was made possible because the product originated as a special service initiative for members of the company's e-commerce site, Takarajima Channel."Originally, it was a service initiative for Takarajima Channel members. We prioritized customer satisfaction over profit, so our profit margin was extremely slim."
As a result, they achieved a price of around 8,000 yen for the set (3,990 yen each for top and bottom, tax excluded). Prioritizing getting the product into many hands so people could experience its benefits—rather than chasing profits—led to widespread brand recognition.
Although the price was slightly adjusted for subsequent general sales, thorough cost management keeps it affordable today. The economies of scale unique to a publishing house serve as the source of its price competitiveness.
Trial and Error to Achieve Both "Effectiveness" and "Comfort"
Despite its low price, this product meets all the quality standards required of a general medical device. Behind this achievement lies an uncompromising development process. Fibers embedded with ceramic absorb and radiate the far-infrared rays emitted by the body, promoting blood circulation and encouraging recovery from fatigue.
To scientifically prove this effect, the development team conducted clinical trials for each finished product. As a result, items that showed no statistically significant difference were not commercialized.
"We don't test at the fabric stage; we put them through clinical trials only after they are in finished product form. No matter how great the texture is, if proper effectiveness isn't proven, we won't turn it into a commercial product."
Clinical trials are expensive, and the cost of rejected prototypes adds to the development budget. However, product development based on extensive prototyping was also a core strength of Takarajimasha Publishing, cultivated through its experience in developing magazine bonus items.
Functionality was not the only point of focus. To ensure comfortable wear even for people with sensitive skin, they sourced over 10 fabric samples and thoroughly compared their feel and texture. They passed on materials that resisted pilling if they compromised comfort, striving to strike the perfect balance between effectiveness and comfort.
70% of Customers Are Women! Design Aesthetics Born from the "DNA of Fashion Magazines"
The first physical retail sales took place at a pop-up store inside the Maruzen Marunouchi Main Store. Initially, they thought, "With low brand awareness, it might not sell well," but contrary to expectations, it became a massive hit. Many visitors picked up the products, thinking, "At this price, I'd like to try it."Another notable feature was that over 70% of buyers were women. Fujisada, who comes from the editorial department of "smart" and brand mooks, sought colors and designs easily accepted by women, incorporating input from fashion professionals such as stylists and designers. Furthermore, feedback from women's magazine editors-in-chief and reader panels was reflected in product development, creating a design that doesn't look like sleepwear.
"You can answer the door for deliveries as is, or wear it as one-mile wear to step out into the neighborhood. I believe this design versatility sets us apart from competitors."
The design—positioned right between loungewear and casual outerwear—perfectly suits the lifestyles of busy modern women. Insights gained from publishing fashion magazines are expanding the value of recovery wear into new territories.
Making Fatigue Recovery Wear More Accessible
"I wear it 365 days a year, day and night. I can't imagine going back to life without it," Fujisada laughs. Her words reflect strong confidence in their product."At Takarajimasha Publishing, we have a deep desire to introduce great books and great works to the world. For us, this recovery wear stems from that exact same mindset."
They want to deliver that value to people who previously gave up on buying recovery wear due to price. Recoverypro Lab.'s challenge holds the potential to turn rest and health into much more accessible daily habits.
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