Message from the CEO

The reason I started my company was because I wanted to do what I love for a living. Since I was a child, my parents taught me to camp and do outdoor activities in the mountains, rivers, and the sea, and that has continued into adulthood.

However, it was not easy to turn my passion into a job. The turning point finally came when I was 40 years old.

I happened to visit an outdoor exhibition while on holiday in Australia. There, I saw an interesting product. It was a portable wood stove and BBQ grill all in one.

I intuitively thought this would sell in Japan. The reason was that there was no product like this in Japan that could kill two birds with one stone. I also thought that using a portable wood stove would make winter camping more enjoyable.

I immediately signed an agency contract with the company, quit my previous job, and started up this wood stove sales business. In the early days, it was very difficult for the first two to three years to see an increase in sales of our products.

During the summer season, monthly sales sometimes amounted to just about the salary of an average office worker, and I sometimes thought about giving up the business.

The reason we had difficulty selling it was because it was a seasonal product, the selling price was high for the time, and there were very few people who went camping in the winter.

However, the only way to survive in this business is to think of a way to sell things that don't sell. By actively appealing to outdoor shops and exhibiting at many outdoor events and exhibitions, customers and dealers started to recognize our outdoor wood stoves, which led to increased sales.

We then acquired agents for wood stove products that could be transported from overseas, and were able to build a market for outdoor wood stoves in Japan.

It has been nine years since we started our business, and what makes us happiest is that the winter camping market has become so established in recent years that campsites cannot be booked on winter weekends. Until now, sales of outdoor products could only increase from before Golden Week until around Obon, but we are now in an era where outdoor products can be sold throughout the year, regardless of the season, which I think is amazing.

We hope to continue to increase the number of employees who love the outdoors, create a fun company, and handle interesting products that are not available in Japan.

Outline Company Profile

Trade name	Ablaze Inc.
Representative Director	Miyake Joji
location	〒245-0053 3177-15 Kamiyabecho, Totsuka-ku, Yokohama
telephone number	045-810-1815
Fax number	045-810-1816
Main Clients	Mainly outdoor shops and exterior related stores

History Company History

2013	Founded as a sole proprietorship on February 25th under the name J-trade Became an agent for Ozpig and started sales.
2014	Ooni signs Japanese agency contract with Frontier Stove (ANEVAY) and begins sales
2015	Became the Japanese distributor of Icelandic cooler products and began sales. Signed an agency contract with Gstove and began sales
2016	On March 4th, the company was incorporated as Ablaze Co., Ltd. Helsport signs agency contract with Cobb Grill and begins sales
2017	July: Moved from Izumi-ku, Yokohama to Totsuka-ku (warehouse and office)
2018	Started selling our own brand Deelight products Signed an agency contract with ELLIS CANVAS TENTS
2019	Entered into an agency contract with WTG (Work Tuff Gear, Work Tuff Stove)
2021	Started selling products from BRISA and Katabatic Gear
2021	Signed a distributor contract with Nortent AS of Norway.
2023	Opened Ablaze's own store "Yellowknife Outdoor Shop" in Shinomiya, Hiratsuka, Kanagawa Prefecture.