2025.12.17

The Power of 16 Million Units Sold! Uncovering the Cotton Secrets of Belle Maison's "Hotcott®"

#Hotcott

#warm innerwear

#cotton innerwear

#Belle Maison

#winter underwear

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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.