Nemuri shop in Glorietta 4
Nemuri, a Japanese-themed brand, is offering respite for the sleepless through products designed to encourage restful sleep.
“Nemuri” is a noun that literally means “sleep” in Japanese.
Charles Sy, who owns a retail cotton fabric store, conceptualized Nemuri as a brand of quality sleepwear.
“The Japanese theme perfectly suits the brand because we want the people to know that the products we offer are quality-based,” he says.
Japanese culture, Sy says, is very much associated with excellence and discipline at work, but it also balances playing and enjoying life.
“Nemuri Sleep Well advocates the value of sleep in our daily lives as we offer quality products for a restful sleep,” Sy says.
Most of Nemuri’s products are locally manufactured using imported fabric from Japan. Stylists draw on Japanese designs.
“Our products are diversified in terms of which country it was produced. Most of our sleepwear fabrics were imported from Japan, but the products are locally manufactured. We are proud to say that we are Filipino,” he says.
Nemuri is targeting professionals and married couples between the ages of 25 and 45.
Currently, studies show that at least 15 percent of the population, or about 12 million Filipinos, have sleeping disorders or issues related to sleep.
Very few apparently care about getting quality sleep.
Nemuri Sleep Well wants to reach at least 5 percent of the domestic population by educating them how sleep affects one’s way of life.
“Initially, we want to get 15 to 30 percent of the market share (in sleepwear and related products),” Sy says.
Having just started in June 2014, Nemuri has set up a store in Glorietta 4 and is available online via Lazada.
The brand is targeting a wide market in Metro Manila and wants to be present in every city in the metropolis over the next three to five years.
“We want to tap a wide market and cater to working class people. We are currently considering opening several branches in the metropolis. We have plans to open in Trinoma, Fairview and Market Market,” Sy says.
Nemuri’s top-selling products are sleepwear items and beddings. It offers hotel-quality beddings for home use and soft fluffy blankets.
Sleepwear items suit all body types.