blooming FLORA

blooming FLORA Standard Label is a sister brand officially derived from blooming FLORA and an independent loungewear line launched by Shirohato Co., Ltd. in 2015. It carried forward the parent brand’s core concept of “spending time at home in comfortable clothing,” while offering products aimed at more mature women, with an emphasis on chic designs and cotton materials. Whereas blooming FLORA offered a broad range of loungewear, this line complemented the category of mature everyday wear through understated designs, a focus on material texture, and items such as unisex pajamas. Official announcements also explicitly described it as a “sister brand” and “new brand” of blooming FLORA.

blooming FLORA essence is a lingerie-focused derivative brand officially developed by Shirohato Co., Ltd. under the parent brand name. It expands beyond blooming FLORA’s focus on roomwear, emphasizing women’s underwear such as bras, panties, bralettes, and non-padded bras. While blooming FLORA Standard Label is responsible for chic roomwear and pajamas, essence is positioned as a line offering lingerie, including designs featuring lace, and expanding the brand’s presence in women’s underwear. An official release explicitly describes its product range as that of the “original brand blooming FLORA essence.”