New Lifestyle Brand "MILRTY" Launched to Enrich Home Time! Specializing in Roomwear and Room Items
Key facts
- New Lifestyle Brand "MILRTY" Launched to Enrich Home Time! Specializing in Roomwear and Room Items
- Eim Co., Ltd. has launched a new lifestyle brand, "MILRTY." This brand specializes in roomwear and room items, aiming to enrich time spent at home. A POPUP event will be held in Osaka from June 18th, with online sales starting on the official e-commerce site from June 22nd.
- Source: PR Times
- Date: June 12, 2026
Direct answer
Eim Co., Ltd. has launched a new lifestyle brand, "MILRTY." This brand specializes in roomwear and room items, aiming to enrich time spent at home. A POPUP event will be held in Osaka from June 18th, with online sales starting on the official e-commerce site from June 22nd.
- Citation
- New Lifestyle Brand "MILRTY" Launched to Enrich Home Time! Specializing in Roomwear and Room Items (June 12, 2026), PR Times
- Source
- PR Times
- Date
- June 12, 2026
Eim Co., Ltd. has launched a new lifestyle brand, "MILRTY." This brand specializes in roomwear and room items, aiming to enrich time spent at home. A POPUP event will be held in Osaka from June 18th, with online sales starting on the official e-commerce site from June 22nd.
📋 Article Processing Timeline
- 📰 Published: June 12, 2026 at 11:00
- 🔍 Collected: June 12, 2026 at 11:29 (29 min after Published)
- 🤖 AI Analyzed: June 12, 2026 at 16:52 (5h 22m after Collected)
Instagram Official Account: https://www.instagram.com/milrty_official/
Eim Co., Ltd. (Headquarters: Kyoto City, President: Jun Kitada), a group company of Asahi Broadcasting Group Holdings, Inc. (Headquarters: Osaka City, President: Masayuki Nishide) and engaged in the women's apparel e-commerce business, is launching a new lifestyle brand, "MILRTY." To commemorate the brand's debut, an initial unveiling and pre-sale will be held at a POPUP event in Horie, Osaka, from June 18th to 21st. Online sales will commence on the official e-commerce site starting June 22nd.
■ Brand Concept
"Let go of the mask, and love yourself"
In the midst of busy days,
We want to heal ourselves, and be there for the time when we can love ourselves and take off the mask we wear outside.
■ Origin of the Brand Name
The name "MILRTY" was inspired by "MILK TEA," which the brand director's mother used to make for them since childhood, and which they still make and drink themselves during "reset times" in the morning and evening when they want to relax. The name was created by combining various words that emerged while exploring how to spend time at home and reset, with "MILK TEA."
■ Background of the New Brand "MILRTY" Birth
By paying a little more attention to pajamas, which tend to be chosen casually at home, one can reset their mind and body, lift their mood, and come to like themselves a little more. With the aim of delivering such healing items, the lifestyle brand "MILRTY" was born to enrich home time.
The items are filled with the desire to "be there for the time when we can heal ourselves, love ourselves, and take off the mask we wear outside."
■ Sales Schedule
[1] Debut and Pre-sale at POPUP Event in Horie, Osaka
Period: June 18th - June 21st
Location: DENCHU (Horie, Osaka)
1F Crest Giza, 1-10-2 Nishi-ku, Osaka City, Osaka Prefecture
Content: This is the debut event where you can see MILRTY items firsthand for the first time.
In addition to the pre-sale, various events will be held concurrently.
"lawgy" Summer Collection Pre-sale
"Night Market" One Drink Present *Held only on June 18th & 19th, 18:00-20:00
"Flea Market" Popular Influencer Booth *Held on June 19th, 11:00-14:00
[2] Online Sales
Start Date: June 22nd
Sales Location: "eim online" Official E-commerce Site https://eim-online.com/
■ Company Profile
Company Name: Eim Co., Ltd.
Representative: Jun Kitada
Location: Oike Bldg 6A, 206 Takamiya-cho, Mani-cho Higashi-iru, Oike-dori, Nakagyo-ku, Kyoto City, Kyoto Prefecture
Official E-commerce Site (eim online): https://eim-online.com/
Eim Co., Ltd. (Headquarters: Kyoto City, President: Jun Kitada), a group company of Asahi Broadcasting Group Holdings, Inc. (Headquarters: Osaka City, President: Masayuki Nishide) and engaged in the women's apparel e-commerce business, is launching a new lifestyle brand, "MILRTY." To commemorate the brand's debut, an initial unveiling and pre-sale will be held at a POPUP event in Horie, Osaka, from June 18th to 21st. Online sales will commence on the official e-commerce site starting June 22nd.
■ Brand Concept
"Let go of the mask, and love yourself"
In the midst of busy days,
We want to heal ourselves, and be there for the time when we can love ourselves and take off the mask we wear outside.
■ Origin of the Brand Name
The name "MILRTY" was inspired by "MILK TEA," which the brand director's mother used to make for them since childhood, and which they still make and drink themselves during "reset times" in the morning and evening when they want to relax. The name was created by combining various words that emerged while exploring how to spend time at home and reset, with "MILK TEA."
■ Background of the New Brand "MILRTY" Birth
By paying a little more attention to pajamas, which tend to be chosen casually at home, one can reset their mind and body, lift their mood, and come to like themselves a little more. With the aim of delivering such healing items, the lifestyle brand "MILRTY" was born to enrich home time.
The items are filled with the desire to "be there for the time when we can heal ourselves, love ourselves, and take off the mask we wear outside."
■ Sales Schedule
[1] Debut and Pre-sale at POPUP Event in Horie, Osaka
Period: June 18th - June 21st
Location: DENCHU (Horie, Osaka)
1F Crest Giza, 1-10-2 Nishi-ku, Osaka City, Osaka Prefecture
Content: This is the debut event where you can see MILRTY items firsthand for the first time.
In addition to the pre-sale, various events will be held concurrently.
"lawgy" Summer Collection Pre-sale
"Night Market" One Drink Present *Held only on June 18th & 19th, 18:00-20:00
"Flea Market" Popular Influencer Booth *Held on June 19th, 11:00-14:00
[2] Online Sales
Start Date: June 22nd
Sales Location: "eim online" Official E-commerce Site https://eim-online.com/
■ Company Profile
Company Name: Eim Co., Ltd.
Representative: Jun Kitada
Location: Oike Bldg 6A, 206 Takamiya-cho, Mani-cho Higashi-iru, Oike-dori, Nakagyo-ku, Kyoto City, Kyoto Prefecture
Official E-commerce Site (eim online): https://eim-online.com/
FAQ
What kind of products will the new brand "MILRTY" primarily offer?
"MILRTY" is a lifestyle brand specializing in enriching home time, primarily offering roomwear and room items.
What is the brand concept of "MILRTY"?
With the concept "Let go of the mask, and love yourself," it offers items that accompany moments of self-healing and self-love amidst busy days.
When and where will the "MILRTY" POPUP event be held?
It will be held at "DENCHU" in Horie, Osaka, from June 18th to June 21st, 2024.
When will online purchases become available?
Online sales will begin on June 22nd, 2024, through the official e-commerce site "eim online."
How was the brand name "MILRTY" decided?
It was inspired by "Milk Tea," which the brand director was familiar with since childhood, and combined with words related to home relaxation time.