Atex, a manufacturer of home appliances for health and beauty, has been creating products by soliciting ideas from everyone on staff, not only from the planning and development departments.

President Keiko Harashima says, "Everyone brings ideas to product development, and we all work together. Salespeople are also involved in the development process, which allows them to become more attached to the products and to convey the appeal of the products with enthusiasm, rather than just chasing sales.”

Currently, the company's main focus is the Atex Lourdes series, where household appliances are designed to blend in with everyday life; for example, the cushion-type massager is designed to fit in as a piece of furniture.

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Source : https://www.nikkei.com/article/DGXZQOUF112LB0R10C23A7000000/

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