Felissimo’s Neko-bu (Cat Club) has launched a new brand, meow memory, offering lifestyle goods that turn memories shared by cats and their owners into lasting keepsakes. The first release comprises 5 items, with web sales beginning in September and in-store sales at the ecute Ueno store beginning in October. Related funds will be used for animal protection activities and other purposes.
Felissimo’s Neko-bu (Cat Club) has launched a new brand called meow memory. Centered on everyday life and memories with cats, the brand offers commemorative goods and lifestyle items that cats will enjoy. The first release comprises 5 items, with web sales scheduled to begin on 18 September and in-store sales at the YOU+MORE! ecute Ueno store scheduled to begin on 1 October.
The brand was created in response to the perceived lack of celebration goods that cats enjoy, as well as concerns that excessive staging, such as putting costumes on cats, places a burden on them. Neko-bu surveyed approximately 960 cat owners and found that, while interest in celebrating anniversaries was high, many respondents wanted goods designed with their cats’ health and personalities in mind.
The first release includes lifestyle goods such as the “meow memory Anniversary Mat <Cherry Cake>,” designed to help owners create memories of anniversaries together with photographs. The mat features cherry-pattern embroidery, hand-stitched construction and treatment to prevent accidental ingestion.
The lineup also includes related items such as the “meow memory Special Toy Set <Tulip Cookie Tin>” and “meow memory First Toy Bear Cookie,” along with toys, plush items, naming cards, cat-fur charms and protective charm tags, supporting records of cats’ growth and the staging of anniversary celebrations.
Plans are under way for cat toys and beds aimed at summer 2027 as the second release, and expectations are high for the brand’s future development. The brand is positioned as a new offering that prioritizes broadening its customer base and coexistence with cats.