Background of the Expansion
Lekue, which once sparked a silicone steamer boom in Japan, has evolved into a brand with higher quality and design as part of the Brabantia group. With the increase in dual-income households and growing environmental awareness, the values offered by these two brands are considered essential for the modern Japanese market. Lekue’s cooking utensils enable healthy and time-efficient cooking, while Brabantia’s home goods advocate for long-term use with affection, embodying sustainability. This alignment of values led to their reintroduction.
Brand Introductions and Key Products
1. Brabantia (Netherlands)
Founded in Aalsmeer, Netherlands, in 1919, Brabantia is a global brand that creates beautiful, functional, and long-lasting products under the concept of “Leaving a legacy of lasting beauty.” Its commitment to crafting products meant to be cherished for a long time, rather than being disposable, earned it the international B Corp certification in 2023, which recognizes environmental and social performance. The company employs approximately 1,000 people, with sales exceeding 160 million Euros in 2024.
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Dustbins (Bo Touch Bin series, etc.): Waste bins with furniture-like legs, designed to be an integral part of interior decor.
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Laundry Care: Functionally beautiful ironing boards and drying racks that transform household chores into a more pleasant experience.
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Kitchen Tools & Storage: A range of tools, including canisters that preserve food freshness, designed for long-term use.
2. Lekue (Spain)
Lekue is a kitchenware brand based in Barcelona, Spain. Its cooking utensils, made from the highest quality “platinum silicone,” offer superior safety and durability, continuously expanding the possibilities of microwave cooking. More than just time-saving gadgets, they are cherished by households worldwide as “smart cooking tools” that preserve food nutrition and enhance sophisticated dining.
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Steam Cases: Time-efficient cooking utensils that can complete a busy evening meal in 10 minutes.
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Baking & Pastry Tools: Tools that make authentic bread and pastry making more accessible.
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Reusable Storage Containers: Environmentally friendly storage containers that contribute to plastic reduction.
Future Developments
Starting in Spring 2026, products will be available sequentially at kitchenware specialty stores, department stores, and e-commerce sites nationwide. Furthermore, Noboda will aim to expand brand awareness among new user segments by leveraging social media to share the “latest recipes made with Lekue.” The company will promote the brand’s worldview as a symbol of “sustainable and beautiful living,” rather than merely as tools.
About Noboda Co., Ltd.
Noboda Co., Ltd. is a trading company that consistently produces high-quality household goods, from logistics to marketing. Its portfolio includes Brazil’s Tramontina, which has over 100 years of history, and its own brand of Japanese rubber cutting boards, “RUBBER Raba.”
For customer inquiries regarding this matter, please contact:
Noboda Co., Ltd.
Official Website: https://www.noboda.co.jp
Inquiries: info@noboda.co.jp
