Hello everyone! This is Gen Komori from HGO (HIKE GEAR OUTPOST).
It’s been about two weeks since we launched our website. Thanks to those of you who have already placed orders, we are off to a great start! We have also secured partnerships with new Japanese brands and look forward to introducing even more fantastic gear to you.
Today, I wanted to write a post to properly introduce HGO. Buying gear from an unfamiliar website based overseas can naturally feel a bit uncertain, so I’d like to share what we do here in Japan to help give you peace of mind.
What Does HGO Do in Japan?
First, "HIKE GEAR OUTPOST" is our site name; our company name is PLUGFLUX co.,ltd. In Japan, our primary business is serving as an official import distributor for overseas outdoor brands—mainly from Europe, as well as Asia and Australia. Although the page is in Japanese, you can view the brands we represent here. Do you recognize any of them?
Our main work involves brand promotion and wholesale distribution to outdoor shops across Japan, as well as regularly hosting booths at gear events. Every brand we work with is wonderful, and their products are available in outdoor shops nationwide.
If there are any attractive international brands you love or think we should check out, please let us know!
Why Did We Start HGO?
Through our distributor work, industry connections, and personal hiking trips, we frequently handle Japanese outdoor products. Naturally, we compared them with the international brands we import, and the exceptional build quality, thoughtfulness, and user-friendliness of Japanese gear really stood out to us.
The brands listed on HGO are household names among Japanese hikers, yet most hikers abroad have never heard of them. That felt like such a missed opportunity. While many Japanese brands sell internationally through their own websites, selling individually makes it harder for overseas hikers to discover them. We realized that a single platform bringing these Japanese brands together would help far more people around the world discover them.
That is how HGO was born. Our vision is to build an international e-commerce hub dedicated to Japanese outdoor brands.
Why Our Selection Is Intentionally Small
When browsing HGO, you might feel that our brand lineup is relatively small. To be honest, we feel the same way! There is a specific reason for this: a surprising number of Japanese brands manufacture their products overseas. While there is nothing wrong with overseas manufacturing, HGO’s foundational concept is strictly "Crafted in Japan." Because of this commitment, we do not carry Japanese brands that produce their gear outside of the country.
Conversely, every single item you find on HGO is "Crafted in Japan." From our perspective as Japanese locals, Japanese craftsmanship is truly special. There is a reason the term Monozukuri (the Japanese art of craftsmanship) exists—the relentless attention to detail is second to none.
However, that exceptional level of detail specifically applies to items genuinely made in Japan. HGO is dedicated exclusively to offering those rare, locally crafted items.
The Future of HGO
HGO will remain steadfast in curating only "Crafted in Japan" brands. As a result, our catalog may grow slowly, but we are completely fine with that. Rather than providing mass-produced items destined to be discarded, we want to offer gear that feels like a reliable, long-lasting companion for your adventures.
We are just getting started, and we know a new website can seem unfamiliar at first. We hope this blog post gives you a better idea of who we are and helps build your confidence in us.
Thank you so much for reading!
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