Our Story

Question conventional wisdom and create the future of umbrellas.

A story that began with an umbrella

Our story at Ambel began with the development of a single folding umbrella. Our CEO, Yoshihiro Tsujino, has been in the umbrella industry for many years, ever since joining a long-established umbrella manufacturer founded in 1884 at the age of 19. At the time, the industry was dominated by wholesalers, but Tsujino felt a strong need for "original product planning," and personally visited factories in Taiwan and China. He thoroughly studied materials and manufacturing techniques on-site, and has since launched a succession of groundbreaking products, such as durable water-repellent fabrics and wind-resistant frames.

The challenge of "Amvel" born from trust

The turning point came in 2016, when the parent company where Tsujino worked at the time went bankrupt, an unexpected event. With the rainy season, the peak demand period for umbrellas, just around the corner, the company faced a crisis of supply being cut off. However, what saved the company from this adversity was the "trust" that had been cultivated over many years. With the warm support of business partners and factories who said, "You can trust Tsujino. We'll support you if you start a business," Tsujino founded a new company, "Ambell," together with his colleagues, Sugiyama Yutaka and Kanno Tomoo. Our origins lie in the "trust" that was earned at that time and the pure "passion" for making umbrellas.

From "disposable" to "always on hand"

Amvel's concept is "From disposable to always-on." Rather than simply throwing away plastic umbrellas, we want to propose a lifestyle where people keep functional folding umbrellas in their bags. To achieve this, we don't look at our competitors, but rather see things from the customer's perspective. Unconstrained by conventional wisdom about cost and manufacturing, we have continued to pursue possibilities such as "how can we make things lighter?" and "how can we make things more comfortable?" As a result, we have launched a series of products with unique functions, such as the "world's lightest automatic opening and closing umbrella" that is lighter than a smartphone, and the "100% light-blocking umbrella" that protects against extreme heat.

Comfortable on rainy days and sunny days

Amvel's product development is not just about pursuing specifications. What we aim for is "spiritual enrichment" that makes our customers' daily lives a little lighter and makes rainy days more enjoyable by using our umbrellas. "Making rainy and sunny days comfortable" We pursue original functionality that has never existed before. Amvel will continue to take on the challenge of innovation in order to create value that enriches our customers' lives.