MOGU HISTORY

“It All Started with a Bead
The entire Mogu phenomenon started with a tiny Powder bead. That little bead launched an international lifestyle products and entertainment company. Here’s how it happened.

The secret to Mogu’s totally unique touch-sensation lies in the first-ever pairing of tiny “Powder Beads” with a pliable, supple material covering. This remarkable combination was the fortuitous discovery of Yoshinobu Ishida, the young president of Ebisukasei Inc., a humanitarian and environmentally conscious manufacturing company in Osaka, Japan.

Mr. Ishida struck upon the idea for this new material while exploring ways to recycle the tiny beads left over from making bicycle helmets. It was the year 2000, and the economic bubble had recently burst in Japan. Mr. Ishida was trying desperately to sustain his company — one his father had founded — and protect the livelihoods of his family and his employees. Walking through the manufacturing facility one evening, Mr. Ishida scooped up a pile of these tiny Powder Beads and wrapped them in a soft cotton fabric. The feeling, or touch-sensation, of this new material was absolutely amazing! Mr. Ishida quickly put it to use in a new product called the Pom-Pom Cushion. By 2001, this simple, but magical-feeling cushion became a mega-success in Japan, with one store selling more than 300 in a single day!

Inspired by the mania for Pom-Pom Cushions, Mr. Ishida turned to the latest in swimwear technology to find a better, more versatile cover for his tiny Powder Beads. He tinkered with the density and size of the Beads. The result felt even more astonishing! Using a pliable, two-way material covering similar to bathing suit fabric, Mr. Ishida created a totally unique, joy-inducing line of toys and home interior products. He called this new division of his company Mogu. In the first nine months of 2002, its success took Mr. Ishida’s company from $10 million to $50 million in sales. Mogu’s wild success rescued Mr. Ishida’s company and secured the futures of his family and his employees.

Soon, all of Mr. Ishida’s manufacturing facilities were at full capacity producing Mogu products. His previously business-to-business Powder Beads company had fully transformed into a consumer products firm making Mogu products.

By early 2003, Mr. Ishida was ready to bring Mogu home furnishings to America. In Mogu’s first U.S. test market, a new line of products was offered to American retailers, most notably Brookstone and Urban Outfitters. The initial test was a tremendous success, yielding sales of as much as 20,000 pieces per week. Mr. Ishida was then ready to fully launch Mogu in America.

Working with American industrial designer Stephen Burks, Mr. Ishida opened Mogu’s international flagship store in New York City’s trendy NoLita district a few days before Christmas 2003. One month later, Mr. Ishida and entertainment entrepreneur Geoff Roesch launched Mogu Entertainment division with the introduction of Mogu People™, the first in an extensive line of character merchandising, game, book, television and motion picture products.

Mogu is now poised to release new developments across multiple product categories like home office, baby and maternity, therapeutics, wireless content, furnishings, soft toy and commercial design. These innovations work together to establish Mogu as an international lifestyle brand.”