Our Story

A Beautiful Home, Within Reach

Our Beginning

Sugoikuro’s story begins in the UK, a country with a deep appreciation for quality of life and artistic detail. We noticed that modern city dwellers, now more than ever, crave a home that offers both comfort and inspiration.

Yet, the reality was often a choice between two extremes: beautifully designed homewares with a hefty price tag, or affordable options that compromised on quality and aesthetics.

This led us to ask a simple question: Why can’t a brand offer world-class design while maintaining honest, accessible prices?

Sugoikuro was born from this very mission: to break down the barrier between quality and price, enhancing the comfort and happiness of your everyday life.

Our Approach

To achieve this, we focus on two core principles:

Connecting Global Creativity
We believe in creativity without borders. We actively collaborate and exchange ideas with talented designers from around the globe. From the clean lines of Nordic minimalism to the tranquil beauty of Eastern Zen and the vibrant hues of the Mediterranean, we skillfully weave these diverse cultural and artistic influences into every product. The result? A home that’s rich with story and personality.

Optimizing Our Supply Chain
We go directly to the source, building an efficient and transparent global supply chain. By partnering directly with leading manufacturers, we can select premium materials and uphold the strictest standards of craftsmanship. This approach eliminates unnecessary costs, ensuring that every penny is spent on what truly matters—quality—and allows us to pass that exceptional value directly on to you.

Our Vision

We believe that home is the centerpiece of everyone’s life. It should be a place of comfort and beauty, a true reflection of its owner’s unique taste. Sugoikuro is dedicated to being your trusted partner in creating your ideal home, helping to make your life more comfortable, beautiful, and inspiring.