Nuvielle Co., Ltd. (Headquarters: Meguro-ku, Tokyo; President: Yoshifumi Kasai) has launched "NUVIELLE," a luxury towel brand from Japan that handles everything from planning, quality design, and sales in an integrated manner with a focus on quality that quietly complements daily life, on January 28, 2026 (Wednesday), and began sales on the same day through the official e-commerce site (https://nuvielle.jp/).
NUVIELLE aims to redefine towels—an everyday item that everyone uses daily—as products that enhance the quality of daily life, while emphasizing practicality such as comfort and ease of handling. Rather than mass production and mass consumption, the brand values selling in a way that properly conveys the brand's philosophy and quality design, and adopts a direct-to-consumer model centered on e-commerce while conducting in-house planning and quality control.
The first product to be released, "N-LINE," is designed as an everyday line that embodies this philosophy, pursuing ease of handling and quality that can be used for a long time, with daily use and washing in mind.
In addition to individual sales, the company plans to expand its business with a view to developing gift lines for corporate and gift purposes, as well as expansion into the BtoB sector.
About NUVIELLE
NUVIELLE is a brand born from reconsidering towels—the most familiar fabric that everyone uses daily—as products designed from the moment of touch to the feeling of comfort after use.
Starting with the texture and absorbency, the brand naturally fits into the actions of daily life. While maintaining a modest presence that doesn't assert itself too much, the brand values quality that allows one to feel a certain difference through continued use.
NUVIELLE aims for manufacturing where value is quietly conveyed through daily use, rather than speaking through strong messages or decorations.
To be chosen both as a gift for loved ones and as a piece for oneself. The brand aspires to be a presence that quietly complements daily life and enhances the quality of living.
Naming Concept
A coined word combining "newness (Nouveau)" and "gentleness/beauty (Belle/Vielle)." It means "new beauty that gently updates daily life."
Product Concept
"N-LINE" is a basic line proposed by NUVIELLE with a premise of daily use.
Designed with daily use and washing in mind, it emphasizes the balance between ease of handling and comfortable usability. The brand valued not only texture and absorbency, but also the sense of stability felt through repeated use and being a presence that can be naturally picked up in daily life.
This is NUVIELLE's core towel series that embodies the brand's philosophy in its simplest form.
The products are manufactured based on quality standards required for daily use, primarily at production facilities in Japan.
Line Up
NUVIELLE N-LINE Towel Set
Price
- Face Towel + Face Towel: ¥7,150 (tax included)
- Bath Towel + Face Towel: ¥8,800 (tax included)
- Bath Towel + Bath Towel: ¥10,450 (tax included)
Size
- Face Towel: W34cm x H90cm
- Bath Towel: W60cm x H125cm
Color
- Power Snow (Gray)
- Power Sand (Beige)
Quality
- Cotton 100%
Origin
- Manufactured in Japan
Sales Information
NUVIELLE's "N-LINE" will be sold through the official e-commerce site.
- Release Date: January 28, 2026 (Wednesday)
- Sales Method: Official e-commerce site
- URL: https://nuvielle.jp/
