Tovolo Expands Japanese Presence With Entrex Partnership

Kitchen tool and gadget company Tovolo is expanding its Japanese presence by establishing a nationwide distributor partnership with EntreX Inc, a Japanese importer and distributor of branded kitchen, home and gift products, including Vitamix and Umbra. The partnership with EntreX will allow Tovolo to grow its presence from a few independent kitchen stores to a broad-based retail representation in Japan, the company said.

“EntreX has an outstanding mix of brands and retailers in its portfolio that serve as an ideal complement to our own brand,” said P.T. Caso, founding partner & chief business development officer for Tovolo. “The Japanese market offers significant growth potential and represents an integral part of our global growth strategy. This is why we chose to work with EntreX, a company with a successful track record of bringing companies to market and building strong brands.”

Tovolo’s new distribution partnership will officially kick off with a day-long press and retail/buyer event on Dec. 13 at a restaurant in Shibuya, Tokyo. Cooking demonstrations featuring Tovolo products will be followed by a press conference and various tastings led by Max Borthwick and Tomo Kurihara.

“I’m honored to be a part of this launch, and am excited to introduce my style of cooking to the event’s guests,” said chef and owner of Seattle-based Primo, Max Borthwick. “I’m also very much looking forward to working with Ms. Kurihara [a notable Japanese culinary personality]and to sharing my love of Tovolo and its products with the Japanese market.”

Tomo Kurihara added, “As a proponent of fun and approachable cooking, I’m very excited to be working with Tovolo on their launch in my native Japan. The language of food is universally understood, and the multiple styles and techniques of Chef Borthwick and myself will help demonstrate that Tovolo’s products are as effective in Japan as they are everywhere else in the world.”

According to the company, Tovolo’s expansion in the Japanese market is part of its commitment to international growth. Having initially launched at retail in the United States, Tovolo’s presence has gradually expanded into numerous global markets, including The Netherlands, China, Hong Kong, Australia, Canada, South Africa, Germany, and now, Japan.