BELLE MAISON

BENEBIS is an original shoe brand developed by Belle Maison as it continued to make shoes that address foot concerns. It aims to combine comfort and design through product development by planners with shoe-fitting qualifications, original insoles, and a range of sizes and widths. Unlike apparel lines such as StyleNote, it focuses exclusively on footwear, including pumps, and specializes in meeting the needs of people looking for shoes that fit their feet. Within Belle Maison, whose offerings span fashion and everyday goods, it is a relatively independent line centered on shoe fit and ease of walking.

GITA is Belle Maison’s original children’s clothing brand, offering a wide range of sizes in items such as polo shirts, T-shirts, and stretch bottoms suited to nursery and school. Its products mainly address the everyday needs of both children and parents, including ease of changing and freedom of movement. Compared with mitete, which mainly covers clothing for infants and toddlers, and LYKKE, which emphasizes functionality and contemporary design, GITA is positioned as an all-round line covering a broad range of children’s growth stages and occasions for wear. It is a core brand in Belle Maison’s children’s clothing category.

StyleNote debuted in 2000 as Belle Maison’s original women’s fashion brand. It incorporates trends while proposing clothing that emphasizes materials, tailoring, and silhouette, and serves as a wardrobe for adults, including for work and going out. Unlike Blue Limited., which focuses on clothing for time spent at home and pajamas, and EVERYDAY FUN, which is intended for everyday changes of clothes and relaxation, it is a fashion line centered on attire for going out. Within Belle Maison’s clothing range, it broadly covers style offerings for adult women.

mini labo is a brand created by Caroline and Céline, designers working in Paris. It first collaborated with Belle Maison in 2006 and began full-scale development in 2009. Patterns and motifs drawing on the two designers’ work are offered across multiple categories, including interior goods, bedding, towels, pajamas, apparel, and bags. Unlike product lines centered on Belle Maison’s own functional development, it brings the designs of external creators into various aspects of everyday life. The brand is characterized by its design focus and cross-category reach across both fashion and home.

Developed since 2010 as an original brand of Belle Maison, this is a home-focused line centered on linen. Through products such as bedding, curtains, rugs, and sofa covers made with French linen, it offers products that let people enjoy the qualities of the material in everyday life. While BELLE MAISON DAYS covers a broad range of furniture and household goods, Love the Linen is a specialist brand whose products are organized around linen and its texture. Within Belle Maison’s overall range, which also includes clothing, it focuses on fabrics for bedrooms, windows, and floors.

Hotcott is an original brand of cotton-blend thermal innerwear offered by Belle Maison. It offers products for women, men, kids, juniors, and maternity, including long-sleeved innerwear, leggings, tights, and pajamas for wear during colder periods. Unlike Salalist, which focuses on reducing discomfort caused by sweat, and su・ra・ku, which emphasizes how garments feel against the skin, Hotcott centers on thermal retention and the needs of layering. Within Belle Maison’s range of innerwear, it is positioned as a seasonal functional line specializing in cold-weather protection in autumn and winter while serving a broad range of ages and genders.

Salalist is Belle Maison’s innerwear brand for managing sweat-related concerns such as sweat marks, stickiness, and odor. Depending on the product, it incorporates features such as underarm sweat pads, moisture absorption and quick drying, deodorization, and a cool-touch feel, and is offered for women, men, maternity, and kids and juniors. While Hotcott provides warmth in colder seasons and su・ra・ku focuses on how fabrics feel against the skin, Salalist centers on features that reduce discomfort during wear caused by sweat. Among Belle Maison’s innerwear lines, it is a specialist brand for sweat management throughout the year.

冷えとり日和365 is ベルメゾン's original brand focused on warming care. In addition to clothing and health-related goods such as belly warmers, leg warmers, socks, and leggings, it also offers foods such as steamed ginger powder and products intended for warming care, proposing items for everyday use. Unlike Hotcott, which specializes in warm cotton-blend innerwear, it combines multiple categories of clothing accessories and food. It also has a different purpose from Salalist, addressing everyday care for feeling cold through both clothing and food within ベルメゾン's product range.

BELLE MAISON DAYS is an original brand of Belle Maison, launched in 2015 to mark the 60th anniversary of Senshukai's founding. It offers items useful in family life, focusing on everyday home-related products such as household goods, furniture, and bedding. Within Belle Maison, a general mail-order brand, it serves to present interior furnishings and daily necessities under its own brand name. Compared with Love the Linen, which centers on French linen, and Guutarug, which focuses specifically on low sofas with rugs, it is a core line in the home category that covers a broader range of living-space categories.

Grancontro is an original brand launched by Belle Maison in 2016 to coincide with the launch of CASUAL CLIP. Centered on everyday wear for adults, it offered casual elegance with a measured touch of current trends, focusing on items such as cut-and-sew tops and blouses that make an impression when worn on their own. It took charge of polished everyday wear, with roles differentiated from L'atelier raffine, which handled feminine casual styles, and NAUW CLOSET, which offered mixed casual styles combining items such as denim. It is one of the brands that make up Belle Maison’s adult fashion line, organized by style.

L'atelier raffine was one of the original brands introduced in 2016 alongside the launch of Belle Maison's fashion catalog, “CASUAL CLIP.” Within casual fashion for adults, it proposed a feminine style incorporating elements such as lace, floral prints, and bright colors, and offered items including blouses, cut-and-sew tops, and skirts. While NAUW CLOSET, introduced at the same time, focused on mixed casual style and Grancontro on casual elegance, L'atelier raffine covered casual wear centered on femininity. It was a line derived from Belle Maison's adult fashion range, presenting styles by category.

NAUW CLOSET is an original brand launched by Belle Maison in 2016 to coincide with the debut of the fashion catalog “CASUAL CLIP.” It proposed a mixed-casual style combining casual staples such as denim, cut-and-sew tops, and pants with more polished elements such as shirts and jackets. Alongside L'atelier raffine, which focuses on feminine casualwear, and Grancontro, which proposes refined everyday clothing, it occupies a position centered on natural, urban styling. It is one of the derivative lines through which Belle Maison presents its women's fashion in several styles.

ENDIMANCHE is an original bag brand launched by Belle Maison in 2017. It draws on a commuting-bag survey of 1,684 working women in its product development, centering its offerings on features such as multi-compartment construction, pockets, and ease of carrying to help organize A4 documents and everyday items. Unlike mottemii, which focuses on multiple ways to carry bags and storage for travel, and mini labo, which extends design across everyday life, it specializes in storage needs for work and daily travel. Within Belle Maison’s bag lines, it serves the needs of commuters.

Chuttocott is an original nursing innerwear brand developed by Belle Maison to address the concerns of mothers raising children. Its range centers on bras, half tops, and bra camisoles that can be worn from before pregnancy through the postpartum period, with features designed to make nursing easier. Its target differs from general-purpose innerwear and su・ra・ku, which emphasizes how garments feel against the skin; Chuttocott specializes in changes in body shape during pregnancy and ease of use during nursing. Within Belle Maison’s maternity and baby category, it is the line responsible for nursing innerwear among products for mothers.

Hidamari is a spin-off brand that ベルメゾン developed around wooden toys for infants and toddlers. Through toys such as rattles, it helped expand ベルメゾン’s childcare-related products into a category distinct from the children’s clothing offered by GITA and mitete. It was positioned separately from Chuttocott, which offered nursing underwear for caregivers, and from the lines focused on children’s clothing. The official introduction notes that sales of the relevant products have ended, so Hidamari is categorized as a discontinued spin-off brand in ベルメゾン’s childcare segment rather than a currently active line.

mitete is a brand within Belle Maison’s baby and children’s goods range, focusing primarily on clothing for infants and toddlers. It offers everyday wear for babies and young children, including T-shirts, pants, rompers, and pajamas, with attention to ease of changing and freedom of movement. It divides age groups and uses with GITA, which broadly covers children’s clothing through their growth, including for nursery and school, and LYKKE, which incorporates contemporary design and functionality. Within Belle Maison’s children’s clothing lines, mitete serves the needs of baby-stage clothing and everyday life at nursery.

Guutarug is a brand in BELLE MAISON’s home category, focused primarily on products that combine rugs and low sofas. Its offerings include sofa sets with washable rugs, styles with removable, washable covers, and dedicated covers, with a focus on creating relaxing living spaces. While BELLE MAISON DAYS covers a broad range of furniture, bedding, and household goods, Guutarug specializes in living-room furniture and rugs for sitting close to the floor. Within BELLE MAISON’s interior line, it is a specialist line that presents spaces for relaxation through specific product sets.

LYKKE is Bellemaison’s original children’s clothing brand. With the message “Children’s clothes, more thoughtfully and more cutely,” it incorporates features that make everyday laundry and dressing easier, such as dryer-safe materials, water-repellent finishes, and designs that can be worn either way around. While GITA offers a wide range of staples for daycare and school, and mitete focuses mainly on clothing for infants and toddlers, LYKKE is a line for families seeking both practical features and contemporary design. Within Bellemaison’s children’s clothing range, it adds a fashion-conscious element to everyday ease of use.

mottemii is an original idea-bag brand launched by ベルメゾン in 2025. Its product development centers on bags that can be carried in multiple ways and storage structures that help organize belongings and make them easier to access, with items for everything from everyday outings to travel. Unlike ENDIMANCHE, which emphasizes storage capacity for commuting, and mini labo, which extends Paris-origin patterns and designs across a wide range of everyday goods, it focuses on carrying options and ease of handling belongings. Within ベルメゾン’s bag segment, it is a specialized line that foregrounds practical ideas for how bags are used.

Blue Limited is Belle Maison’s original housewear and pajama brand, offering products that make use of soft-feeling materials and relaxed silhouettes. Unlike StyleNote, which focuses on clothing for going out during the day, it centers on wear and pajamas for time spent at home. Compared with EVERYDAY FUN, which covers a broad range of everyday clothing changes, including underwear and loungewear, it is a more homewear-oriented line that emphasizes material feel and designs for adults. Within Belle Maison’s fashion range, it complements clothing worn at home as a specialized offering.

As an original brand of Belle Maison, EVERYDAY FUN offers products such as underwear, pajamas, and loungewear for everyday dressing and relaxation. Its range is primarily for women, while also including items such as pajamas for men, and focuses on clothing that is easy to incorporate into family life. Unlike StyleNote, which proposes clothing for adults to wear out, and Blue Limited., which highlights distinctive materials and designs, it centers on versatility and everyday use. Within Belle Maison’s clothing lines, it complements brands specializing in particular styles or functions and broadly covers basic clothing for everyday wear.

Hummingchouchou is a children’s underwear brand by Belle Maison. Its range focuses on undergarments worn by girls during their growth years, including briefs, camisoles, bra camisoles, and bras. While GITA, Papel lapiz, and STANDARD me mainly offer everyday clothing such as tops and bottoms, Hummingchouchou focuses specifically on children’s and junior underwear. Within Belle Maison’s children’s clothing family, it is a line dedicated to needs related to underwear and undergarments for girls in their growth years, distinct from outerwear.

Papel lapiz is Belle Maison’s fashion brand for junior and teenage girls. It offers trend-conscious clothing with sizing designed for growing bodies and attention to comfort. Unlike GITA, which offers a broad range of children’s clothing, including clothes for nursery and school, and LYKKE, which emphasizes everyday functionality and a contemporary feel, Papel lapiz focuses primarily on fashion for older girls. It also has the sister line SIS by Papellapiz, which proposes more mature outfits, and contributes style offerings for the junior generation within Belle Maison’s children’s clothing lines.

SIS by Papellapiz is offered as a sister line to Papel lapiz, Belle Maison’s brand for juniors. While carrying forward Papel lapiz’s offerings for juniors and teens, it focuses on outfits with a more mature, airy feel. Its audience is distinct from GITA, which covers a broad range of children’s everyday wear, including clothing for nursery and school, and LYKKE, which offers kids’ clothing with everyday functionality. Instead, it focuses on fashion for older girls. Within Belle Maison’s junior clothing lines, it serves to extend the offerings of Papel lapiz itself to an older age group.

Within Belle Maison’s children’s clothing lines, SONIC TUNE focuses primarily on clothing for boys in their growth years. Its casual items for everyday wear, including T-shirts, sweatshirts, pants, and pajamas, incorporate practical features such as stretch and adjustable waists. Compared with GITA, which covers children’s clothing more broadly, and LYKKE, which combines design with everyday functionality, SONIC TUNE is distinctive in focusing specifically on junior boys. Within Belle Maison’s kids’ and junior product range, it complements the selection with clothing tailored to boys’ growth years.

STANDARD me is a children’s clothing brand for juniors by Belle Maison. It offers tops, bottoms, and other items that incorporate current trends while centering on simple styles suited to a wide range of occasions. While Papel lapiz and its sister line SIS by Papellapiz emphasize fashion for junior and teenage girls, STANDARD me serves as an option focused on everyday versatility. Alongside children’s clothing brands such as GITA, it belongs to Belle Maison’s kids’ category and complements the range with clothing for juniors to wear in various everyday settings during their growth years.

iloi is a home brand within BELLE MAISON’s product range, offering window textiles such as Scandinavian-style curtains and noren. Compared with BELLE MAISON DAYS, which offers a broad range of interior furnishings and lifestyle goods, it presents a design direction centered on window treatments. It also occupies a distinct area from Love the Linen, which specializes in linen materials, and Guutarug, which proposes combinations of rugs and low sofas, and plays a role in shaping the impression of a room through curtains and other items. Within BELLE MAISON’s interior line, it is the brand responsible for creating Scandinavian-style window spaces.

su・ra・ku is an original line within Belle Maison’s innerwear range that focuses on skin feel and the softness of materials. It offers mainly underwear such as bras, bra camisoles, and briefs, with attention to seams and how the garments feel against the skin when worn. Its role differs from Hotcott, which centers on warmth in cold weather, and Salalist, which highlights sweat-control functions; su・ra・ku prioritizes everyday wearing comfort over seasonal functions. It also has a different target audience from Chuttocott, which is designed for the nursing period, and serves as an option in Belle Maison’s innerwear range centered on gentleness against the skin.