Odenmacho was home to many cotton fabric (momen) wholesalers, known as momendana.

Visible in this image are the storefront curtains of the momendana of Tabataya in the foreground, followed by Masuya and Shimaya. Tabataya's curtain is open, revealing the rolls of cloth stacked in the front of the store.
This style in which multiple stores of the same construction were lined in a row under the same roof, known as nagaya, was unique to Odenmacho, distinguished by features including the white firewalls and the rooftop rainwater buckets used in fire prevention.
In the Genroku era (1688-1704), there were more than 70 cotton wholesalers in the Odenmacho Itchome district, most of which were operated by merchants from Ise. The Odenmacho townscape thus earned the name of Ise-dana. Regions such as Ise and Mikawa were known since ancient times as a center of cotton fabric production, and Matsuzaka cotton in particular was said to be the highest grade in all Japan.