TORRAS held a new-product experience event and business strategy presentation on 29 September. It showcased new products for the Japanese market, including cases compatible with the iPhone 18 Pro, and outlined its plans for expanding in Japan.
TORRAS, a smartphone accessories company, marked the 10th anniversary of its entry into the Japanese market by outlining its new product strategy, "Smartphone Cases 3.0," and displaying new products compatible with the iPhone 18 Pro series. In addition to its existing lineup, the company introduced plans to expand into screen protectors, fast chargers, mobile batteries and cooling-related products.
The company said it would evolve smartphone cases from something that "protects" a smartphone into a tool that makes it more convenient to use. It highlighted cases incorporating stands and magnets as "Performance Gear" designed to improve usability on a desk as well. Stand-integrated cases took 6 years to develop, and cumulative global sales have exceeded 20 million units.
For product development targeting the Japanese market, the company is using its Japan base and has established a system under which its Japan team is involved in planning and design. It outlined plans to expand its lineup over the next 6 months through 2027 and grow the business together with Japanese distribution partners.
The company is also expanding its product range into charging and cooling. Improvements in low-temperature charging technology will reduce surface temperatures during fast charging from 77°C to 37°C, pursuing greater comfort and safety. Going forward, it aims to establish a presence in Japanese lifestyles and sports communities, centered on Urban Daily and Outdoor.