The Asia retailer has developed and debuted this new performance material in white because it realised most of its male customers prefer to wear white undershirts under their business shirts.

Topvalu Select Celliant, which is the official name of the white performance material is registered as a general medical device in Japan. Celliant is said to help regulate body temperature and improve local circulation in healthy individuals for faster recovery, better sleep and stronger performance during the day.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The co-founder and CEO of Hologenix which owns Celliant, Seth Casden explained: “We are very excited by the introduction of the first-ever Celliant product in pure white. Achieving this pure white colour took a lot of dedicated effort from our global research team and we commend AEON for being the first to introduce it to the consumer market.”

Hologenix, which is headquartered in the Pacific Palisades in California is a materials science innovation company that produces products for all aspects of life. Celliant is the company’s flagship product and it is described as an infrared responsive performance material that provides a myriad of wellness benefits and is an ingredient that is used in brands across multiple industries.

Asia retailer Aeon is headquartered in Chiba, Japan and is the largest retailer in Asia. Aeon’s basic principle is “pursuing peace, respecting humanity, and contributing to local communities, always with the customer’s point of view at its core”. Aeon prides itself on having a “customer-first philosophy with an everlasting innovative spirit”.