Our Thoughts CONCEPT
Because there is only a finite amount of wood,
Life is in it.
High quality natural wood from the Daisetsuzan Mountains.
Asahikawa, Hokkaido has been making furniture since the Meiji era,
Asahikawa, Hokkaido, has been making furniture since the Meiji Era and has grown into a world-renowned brand.
WOW was established in Asahikawa in 1972.
Our mission is to create a more comfortable life, and we continue to think about what the true value of furniture is every day.
Design is about “surprise”. We are always impressed by the usability of our products.
We have been and will continue to breathe life into Hokkaido’s wood,
We aim to create furniture that brings “WOW” to the hearts of its users.
Furniture is only furniture when it is used.
It is the maker who breathes life into the wood, but it is the user who makes the most of the furniture.
No matter how good the design is, it is meaningless if it is not used.
We want to make furniture that people want to use.
Tradition and innovation have continued since the Meiji era.
What a young craftsman saw in Germany.
Asahikawa has been one of the centers of the furniture industry in Japan since the Meiji era. After the war, the city has focused on training woodworkers and has produced many excellent craftsmen.
The “Overseas Trainee Program” that began in 1962 marked a new chapter in the history of Asahikawa furniture.
As symbolized by the “Bauhaus,” German furniture of the 20th century had a design philosophy of pursuing functional beauty, and the 1960s was an era of increasing sophistication.
In 1968, the founder, Juji Nohara, was one of the trainees who went to West Germany to learn the front line of sophisticated technology and design.
Andes,” furniture for everyday life, was born.
After returning from Germany, the founder established MÖBEL TOKO in 1972 with the desire to create “system furniture.
MÖBEL” means “furniture” in German, and “TOKO” comes from “Toko Sangyo,” the company where the founder worked.
In the 1980s, MÖBEL TOKO created the “Andes” series, which would become the company’s flagship product.
The 50th anniversary of the company’s founding.
A new step forward.
In 2022, Mabelle Toucault celebrates its 50th anniversary and restarts under the new company name “WOW”.
WOW” has two meanings: “Words of Admiration = Wow” and “Worthy Wood = Worthy Wood. This represents our commitment to wood, which we have cherished since our founding, and our desire to continue producing products that impress our customers.
Since our founding, we have grown through encounters with many people. We will continue to create better furniture by listening to our customers and responding to the changing times.
Two meanings of WOW.
Our company name “WOW” has two meanings: “WOW” is a word of admiration and “Worthy Wood” is a valuable wood.
WOW” means “wow” in Japanese, and “Worthy Wood” means “valuable wood.” The design of “SORAHE” is exciting just by looking at it, and the functional beauty of “half chair” makes you say “I want to use it” without thinking.
By experiencing joy and surprise through our furniture, the finite amount of wood comes to life as “valuable wood” in our daily lives.
