[Toho Lamac] "A fit so good, you could even dance in them." A new generation of stretch pumps, a partner for working women, is born!

Toho Lamac Co., Ltd. (Head office: Taito-ku, Tokyo; Representative Director and President: Nobutaka Kasai) is launching a major update to their "formal pumps," designed to support the feet of working women. For this development, the company conducted a survey among the female staff of the business matching service "Lady Crew," operated by Frontier Inc. (Head office: Shibuya-ku, Tokyo). By solving the pressing concerns and ideals of these "walking professionals" who are active every day, the company utilized a unique stretch structure and the latest insole technology to achieve this new product.

Background of development: Why a joint development with "Lady Crew"?

Pumps could be called the "uniform" for working women, but they constantly face issues like being easy to slip off, causing pain, and dealing with swelling in the evening. Therefore, the company requested the cooperation of active "Lady Crew" staff members who wear pumps during their daily work and in various business scenes. By absorbing the real voices (objective facts) from the field, they aimed to create a "fit so good you could even dance in them," defying the conventional wisdom of traditional pumps.

Four evolutions (benefits) of the product

[Uniqueness] "All-Direction Stretch Specification" balancing beauty and roominess

While adopting a smart, slim wooden mold for the appearance, both the upper (outer material) and the lining (inner material) are given stretch functionality. By flexibly stretching according to the shape of the foot, it achieves a comfortable fit equivalent to +0.5E (half size). It also eliminates the pressure caused by swelling.

[Functionality] "3D PU Insole" that makes a science of fatigue

The material has been upgraded from traditional sponge to a high-density, durable PU (polyurethane) insole. The 3D structure that supports the three-point arch of the sole disperses the impact when walking, making it designed to prevent fatigue even during long hours of standing work.

[Mobility] "High-Flexibility Outsole" that does not hinder foot movement

Deep grooves are placed in the design of the shoe sole. Because the flexibility (ease of bending) of the sole has been dramatically improved, the heel does not lift even when walking up stairs or jogging, achieving a walking comfort that feels like it sticks to your feet.

[Sense of security] "3cm/4-hour waterproof" to protect working women

High waterproof performance has been continuously adopted to handle sudden changes in weather. It is a pair of shoes that you can walk in with confidence any day, as it can be used for both sunny and rainy weather.

Demonstration test by field staff

In the final stage of development, two representative staff members actually wore the prototypes to perform their daily duties.
The product was commercialized after gaining the conviction that "with this, I can walk around all day."
Promotional POPs based on real impressions after wearing them will be deployed in stores to deliver a message that resonates with consumers.

Product Overview

Product Name: Magical Steps Pumps

Release Date: Starting March 2026

Price: ¥4,900 + tax

[Retail Stores]
Shoe specialty stores: approx. 48 stores
GMS (General Merchandise Stores): approx. 27 stores
Other: E-commerce sites
In-house E-commerce site "Fit Partner": https://www.fitpartner.jp/
[Release Date]
Sequentially released starting March 2026

[Company Overview]

Company Name: Toho Lamac Co., Ltd.
Representative: Nobutaka Kasai, Representative Director and President
Address: 3-42-6 Yushima, Bunkyo-ku, Tokyo 113-8513
Business Description: Specialized trading company for women's shoes, men's shoes, children's shoes, etc.
Official HP: https://toho-lamac.co.jp
Established: July 1958

[Contact for inquiries regarding this press release]

Toho Lamac Co., Ltd.
Public Relations: Ishii

E-mail: ishii.a@toho-lamac.co.jp