Balmuda, a renowned manufacturer of state-of-the-art toasters in Japan, announced which is just starting its steps in the 5G mobile phone market. Based on its experience in the home appliance industry, the company aims to offer differentiated Android smartphones with creative designs to stand out.

Its flagship product is a toaster that looks like a toaster oven, but it isn't. It's a complex steam system to toast the bread on the outside and keep it moist on the inside.

The cell phone projects and developments will be carried out by Balmuda, with production being handled by our fellow country partner Kyocera Corporation. The plans are for the first devices to be launched in the Japanese market as early as November this year. The 5G-ready Android phones will be available exclusively through the wireless carrier SoftBank Corp., based in Tokyo, and unlocked models will also be launched.

Balmuda CEO Gen Terao says that phones look the same these days, which provides an opportunity for his company to become number one in terms of exclusivity rather than market share. The company’s smartphone business is projected to generate about 2,7 billion yen in sales this year, which would be a little over $131 million in converted dollars. There are no details about the concept or price range at which the company’s devices will be sold. However, Terao says that proprietary applications will be created for the phones, under the premise that they will be “great everyday devices.”

Balmuda's Big Profits

In addition to toasters, Balmuda has a diverse line of products, such as air purifiers, humidifiers, lights, speakers and rice cookers. Its portable fans and its toasters with steam technology are its main sales highlights.

Balmuda saw demand for its luxury devices soar because of the pandemic. Operating profit from January to March more than quintupled year-on-year, reaching 3,7 billion yen (nearly R$180 million). Its business was also robust in South Korea, home to Samsung, one of the global giants in the smartphone market.

Through which channels you reach those people, classic and out of the box. PhoneArena e Nikkei Asia