Ja­pan’s Toto aims to rev­o­lu­tionise bathing

New Straits Times - - Business World -

TOKYO: Af­ter trans­form­ing toi­lets with seat-warm­ers, air fresh­en­ers and strate­gi­cally placed wa­ter sprays with its pre­mium Wash­let line-up, Toto Ltd now wants to rev­o­lu­tionise bathing.

The com­pany yes­ter­day un­veiled its cra­dle-shaped Flotation Tub that aims to bring about “ul­ti­mate re­lax­ation” by in­duc­ing a trance-like state.

The high-tech tub is in­spired by flotation ther­apy that aims for low-fre­quency brain waves and was re­vealed at an in­dus­try fair in Frank­furt.

The Flotation Tub, which hasn’t yet been priced, was ex­pected to go on sale be­fore next April.

It would be aimed pri­mar­ily at high-in­come con­sumers over­seas — in Europe, the United States, the Mid­dle East and China — a first for the Ja­panese com­pany that’s mark­ing its 100th an­niver­sary this year.

“Un­til now, our think­ing has been to come up with ways to sell in the over­seas mar­kets prod­ucts that were de­vel­oped for Ja­pan. But now, we’re try­ing to de­velop prod­ucts aimed at over­seas mar­kets,” said Toto pres­i­dent Madoka Ki­ta­mura in an in­ter­view last Tues­day.

Toto, founded in 1917 in the south­ern city of Kita Kyushu, set out to in­tro­duce western-style toi­lets to Ja­pan at a time when squat­ter-types were com­mon. Bloomberg

BLOOMBERG PIC

Toto’s cradle­shaped Flotation Tub will be mainly sold to high-in­come con­sumers over­seas.

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