#Japan #Fukuoka #Organic Cotton #Sunday Morning Factory #HALUULALA

HALUULALA: A Fresh Start for Organic Luxury

In an exciting transformation, the beloved organic cotton brand, formerly known as Haruulala organic, has officially rebranded itself as HALUULALA. This shift, spearheaded by Sunday Morning Factory, headquartered in Fukuoka, Japan, marks not just a change in name but a renewal of purpose and identity. The brand’s fundamental ethos, encapsulated in the phrase “A gift for the future,” remains intact, yet it now embraces a broader vision with its new concept: “Being as you are, wrapped in heart.”

Embracing New Horizons

The newly minted HALUULALA is not just a name change; it signifies a pivotal leap from being primarily a baby and kids' brand to evolving into a lifestyle brand that resonates across generations. The fresh identity embraces individuality and the joy of life’s simple moments.

The rebranding comes with a revamped logo, which has been designed to inspire feelings of strength and elegance. By changing the letter “R” to “L,” the brand wants to evoke a sense of rhythm and harmony characteristic of its name, while the all-uppercase format emphasizes a bold, confident presence.

Introducing the Pajama Series

A standout feature of the new HALUULALA is the launch of their Pajama Series, perfect for families seeking coordinated comfort. Catering to babies, kids, and moms alike, this line is designed for those cozy moments at home — from bedtime rituals to lazy weekend mornings. With vibrant textiles and the gentle touch of organic cotton, HALUULALA aims to enrich family living by making every day a canvas for personal expression.

Nation-Wide POP UP SHOPS

To celebrate this exciting transition, HALUULALA will host a series of pop-up shops across Japan, kicking off at Hakata Hankyu. These events will allow customers a first look at the new Pajama Series, along with exclusive offerings like the Little Prince collection and matching outfits for parents and children. The pop-ups are set to run in major department stores, providing a tangible connection to the brand’s vision.

Shop Schedule

• - Hakata Hankyu: August 12 - August 24
• - JR Kyoto Isetan: September 2 - September 15
• - Kashiwa Takashimaya: September 16 - October 6
• - Osaka Takashimaya: October 7 - October 27
• - Shinjuku Takashimaya: October 7 - November 3
• - Nihonbashi Takashimaya: October 7 - October 20
• - Hankyu Umeda: October 14 - October 20
• - Daimaru Kobe: October 21 - October 27
• - Yokohama Takashimaya: October 23 - November 5

Words from the CEO

Masato Nakamura, the CEO, shared his heartfelt gratitude for the continuous support the brand has enjoyed over the past nine years. Reflecting on their journey, he acknowledged the significant impact that HALUULALA has had on the lives of employees and their families, particularly those in Bangladesh. Many children of factory workers have grown up in a nurturing environment thanks to the brand’s efforts, and Nakamura remains excited about what the future holds for HALUULALA.

As a commitment to sustainability, products carrying the old Haruulala organic logo will continue to be available until stocks last, ensuring that the environment is considered in this transition. The quality of the offerings remains unwavering, whether under the name of Haruulala or HALUULALA.

About Sunday Morning Factory

Founded in March 2017, Sunday Morning Factory has made a name for itself in the baby clothing manufacturing and retail sector. With a focus on organic materials and quality craftsmanship, the brand continues to innovate while staying true to its mission of providing beautiful, sustainable products for families.

You can find more about Sunday Morning Factory and its journey at their official website, Sunday Morning Factory. For a deeper dive into the brand’s values and practices, check their company brochure here.