Commencement of Sales in Skin Care Products for Children

Feb. 21. 2022
Marubeni Corporation

Marubeni Corporation (hereinafter, "Marubeni") will start selling skin care products for children, “IFME skincare”, under “IFME”, a shoe brand for children produced by Marubeni Footwear Inc. (hereinafter, "Marubeni Footwear"), which is a wholly owned subsidiary of Marubeni.

Since its debut in 2000, IFME has jointly researched and co-developed with industry and academia the concept of "supporting the healthy growth of children's feet". A competitive pricing structure, incommensurate with its high quality both in terms of function and design has resulted in IFME selling 28 million pairs since its launch and developing customer trustworthiness.

Based on the concept of IFME skincare, "supporting the healthy growth of children’s bare skin," Marubeni has developed body wash and body milk that protects the skin of children with moisture, through the study of pediatric dermatology. The sales on the IFME official website starts on the 1st of April in 2022, and Marubeni plans to expand sales channels to domestic retail stores from the fall of 2022, and then overseas, mainly to Asia.

The baby and kids market continues to grow and expand in various fields both in Japan and overseas. Even in Japan, where the birthrate continues to decline every year, the amount of spending per child is increasing.

Marubeni will utilize their knowledge in the baby and kids market cultivated through IFME's shoe sales to expand the IFME brand to the skin care field.

【IFME overview】
IFME’s pursuit of research in the roles shoes play in the health of children leads to its offering of shoes that "support the healthy growth of children's feet". Not only do they provide functional value, but the wide lineup of products, which incorporates classic basics and trends of the time, covers the full lifestyle of children; “IFME School” supports the feet at school, “Rain Boots” can be worn happily even on rainy days, “Water Shoes” makes summer play comfortable and firmly protects bare feet, “If Me Plus” turns children's casual daily movements into training, etc. IFME shoes — affordable, highly functional, and in good taste — are gaining support and trust in the baby and kids market.
Official site: https://ifme.jp/