Recoverypro Lab. Fatigue recovery wear seriously made by a publishing company Recoverypro Lab. is a recovery wear sold by Takarajimasya. The official product name is “Recoverypro Lab. Fatigue recovery wear. With the catchphrase, “Recovery wear seriously made by a publishing company,” the product went on sale in February 2023 and has sold a cumulative total of 350,000 pieces (as of December 2025). Recovery wear, for which companies are now competing, is a general medical device that uses fabric kneaded with special minerals to promote blood circulation (very simply put, it is clothing that uses a mechanism similar to the fatigue-relieving effects of hot springs and bedrock baths), and an increasing number of people are using it as loungewear or pajamas. The reporter himself feels that this is one of the three best things to buy in 2025, and is truly a life-hack item for 2025. The price at Takarajimasya’s “Recovery Pro Lab” is 9,900 yen for a basic long-sleeved shirt and long pants as a top and bottom set. While many major brands are in the 20,000 to 30,000 range, the company’s major strengths are its price setting, which is neither too cheap nor too expensive, and its high design quality, which takes advantage of its expertise in fashion magazines. The company’s strength is its ability to meet the concerns of readers who say, “This is what I wanted!” The brand is packed with the kind of attention to detail that only an editor can provide, and it caters to the concerns of readers who say, “This is what I wanted! When the product was first launched, it was aimed at women, but now, with the expansion of sales channels and the enhancement of colors and sizes, it is gaining support as a gift and for travel, regardless of gender. –First of all, please tell us how you came up with the idea of developing “Recovery Pro Labo. Fujisada: It originally started as a way to commemorate the one millionth member of our own e-commerce site “Takarajima Channel,” which sells magazines and books, and to ask ourselves if we could offer some special project or product for those members. Four years ago, I came across a sample of recovery wear at a trade show. I thought the concept of “recovering from fatigue just by wearing it” was interesting and tried it on at home. I wondered if I could commercialize this revolutionary item for readers of the Takarajima Channel, and began selling it on our own e-commerce site one year later, in February 2023. At the time, recovery wear had not yet fully penetrated the general public, but many of the buyers were highly sensitive to information who read magazines on a regular basis, and contrary to our expectations, the product sold well and became a hit, selling out in about two months.
Sales have exceeded expectations. We have heard that your book is selling well in bookstores. Were there any hurdles to selling clothing in bookstores? Fujisada: At first, some people in the company said that a product priced at nearly 10,000 yen would not sell in a bookstore. It was generally thought that the limit of what a bookstore customer would pay was around ¥2,000 to ¥3,000 (for example, the maximum for expensive books, such as photo collections). However, when we developed the product, we found that it was an excellent match with the customers who gather at bookstores. In retailing, for example, convenience stores mainly attract customers who buy things for a specific purpose, such as buying rice balls and drinks, but bookstores are often visited by customers with intellectual curiosity, who are looking for something interesting or want to obtain new information. These information-sensitive customers were sensitive to the new concept of “recovery wear,” which was not yet common at the time, and immediately understood its value. The important thing was that “customers make decisions based not only on price, but also on the balance of value. We were convinced of this at a pop-up store we held at the Maruzen Marunouchi flagship store in Tokyo in the winter of 2024. We observed that on Fridays, customers who purchased several books at once would bring their recovery wear to the cash register with them. I felt that this was a good match, as if they wanted to relax and read on the weekend. But unlike books, clothing is available in sizes such as M, L, and XL. Managing and displaying these items on regular and flat shelves was extremely difficult due to bookstore operations. Therefore, in April 2025, we introduced dedicated sales kits (floor fixtures) in the bookstore. By wholesaling them to bookstores as a set with so-called dedicated sales shelves, it is easier for customers to choose and sales are increasing.
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