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ATEX: Elevating lives and expectations with Innovative wellness solutions

Article - February 9, 2024

Discover how ATEX combines cutting-edge technology and uncompromising quality to redefine wellness, and why its ‘Design- by-Japan’ products stand out in a world of mass production.

A planning manufacturer established in 1992, ATEX designs, manufactures, and sells products that aim to contribute to society and enrich consumers’ lives.

With many companies starting to become concerned about Japan’s rapidly shrinking demographic line, ATEX president Keiko Harashima sees the shift as an opportunity.

“The population will decline, but on the other hand, it will become a super-aging society and people will become more health conscious,” she says. “We believe that our electric reclining beds and health equipment will become even more useful in this context.”

2023 has proved to be something of a bumper year for the firm, as it launched three new brands, ATEX LOURDES, ATEX TOR, and ATEX BED, to coincide with the release of its latesr version of its popular “Massage Cushion”. The idea is to increase recognition by linking the company name ATEX, and the brand name LOURDES and TOR.

Furthermore, in the same year, new products in the popular series “SOYO” and “Hand Care” were released and are gaining momentum.

The future looks equally bright. ATEX is also deepening its collaboration with partner companies in China and is getting ready to take on the world stage.

“2024 will be the 15th anniversary of the release of the Massage Cushion, and we want it to be a year of great growth for our company,'' Ms. Harashima adds.

E-commerce is proving a hit too due to the website renewal in 2019, and sales are on the rise.

“In the future,” Ms. Harashima asserts, “in addition to in-store sales, online sales will likely double or triple.