Hiorie

Hiorie is a manufacturer-direct brand run by Marunaka Co., Ltd., a towel maker based in Senshu, Osaka — an area known for towel production. Since its founding in 1959, the company has focused on "everyday usability," continuing to develop towels that fit naturally into daily routines.

Senshu towels are introduced as having absorbency and softness associated with finishing processes that use natural water. By centering production on towels woven in its own factory and collaborating with domestic production areas, Hiorie positions itself as a factory brand committed to Japan-made manufacturing.

Among the brand's best-known series, "Hotel Style Towel" emphasizes a fluffy, voluminous feel and offers multiple sizes — from hand towels to bath towels, big face towels, and mini bath towels — so users can choose by lifestyle. Other options include daily towels designed for quicker drying, FURRY (Furry) towels that aim for a plush, comforting touch, and MEN'S towels designed to be easy to wrap around the head for sports and outdoor use.

For Imabari towels, Hiorie notes that the Imabari products it sells are certified by the Imabari Towel Industrial Association, reflecting a focus on region-specific quality standards. The brand aims to balance variety with practicality, keeping "wash and use every day" at the center of its product design.

While online is the main channel, Hiorie also introduced its first directly operated store in Namba, Osaka in 2018, offering a place where customers can feel the texture and choose popular items in person.

A factory-direct brand rooted in Senshu, Osaka (founded in 1959)

Hiorie is operated by Marunaka Co., Ltd., a towel maker established in 1959 in Senshu, Osaka. With an integrated approach covering planning, production, and sales, the brand proposes towels designed for everyday usability.

Senshu towels and the comfort associated with the "atozarashi" finishing method

Senshu towels are described as featuring excellent absorbency and a soft feel, supported by bleaching/finishing with natural water from the Izumi mountain range. Hiorie also highlights the "atozarashi" (post-washing/finishing) method using natural water, aiming for clean, soft textures and everyday comfort from the first use.

Signature series and a broad Japan-made lineup

The "Hotel Style Towel" series is presented as a long-seller with cumulative sales of 10 million pieces, offered in five sizes and 18 colors. Alongside Senshu towels, Hiorie also carries Imabari towels (recognized under Imabari's certification system) and expands into Japan-made home items such as bedding, baby goods, stoles, and socks.