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Exgel: Redefining Quality of Sitting

Exgel, a company specializing in innovative seating solutions, has taken a bold step in redefining its identity to better resonate with today's lifestyle. With over two decades of commitment to enhancing the quality of sitting through their proprietary material Exgel®, the brand has pivoted from a healthcare-centric approach to a broader lifestyle brand. This change comes with the unveiling of a refreshed logo and an updated corporate website as of July 1, 2026.

Background of Rebranding

Founded in Shimane Prefecture, Exgel has its roots in the medical and caregiving sectors, where it has relentlessly pursued the perfect seating solutions. The company's dedicated research over the years has focused on the significance of comfortable and effective seating, especially for individuals who spend extended periods in chairs or wheelchairs. However, as the company progresses, it has now set its sights on a more comprehensive approach—transforming the quality of daily living through aesthetically pleasing and functional seating designs.

Through interactions at their retail spaces, established in 2017, Exgel's team realized the profound impact that color has on mood and lifestyle, prompting the expansion of their product colors. Starting December 2025, the company began a visual transformation under the theme of “Colorful Living.” This initiative not only represents a shift towards vibrant color options but also a broader commitment to enhancing users’ everyday experiences.

New Logo Design

In line with this rebranding endeavor, the new logo has replaced the traditional design that emphasized scientific quality with one that portrays a lifestyle brand blending seamlessly into homes and interiors. The new logo integrates the terms “EXGEL,” “SEATING,” and “LAB” in a manner that reflects Exgel's ongoing exploration of seating innovations in a more relatable context. This design will be unveiled across retail locations, online platforms, and product packaging.

Key Highlights of the Update

With the motto “Color Your Sitting Life,” the company has refreshed its upholstery materials, featuring eleven new color options:

• - Introduction of Ultrasaude® HP: This advanced material combines durability with an elegant texture, ensuring comfort across seasons. The extensive palette—from warm to cool tones—invites consumers to select colors that reflect their mood or fit their interiors.
• - Versatile Color Selection: Whether it’s a cozy winter evening or a bright summer afternoon, users can select from a vivid lineup that aligns with their environment and emotions, encouraging personal expression.
• - Durability and Quality: With high quality and ease of maintenance in mind, Ultrasaude® HP meets the everyday needs of various applications, from dining to office settings, ensuring a high-end experience for every user.

The introduction of fresh product lines, starting from December 2025, will adhere to the new concept of adding color and joy to daily sitting experiences.

Upcoming Products

The flagship “The Owl” series will debut new upholstery, including options like the “The Owl 3D Highest HP” and “The Owl Back Cushion Highest HP,” showcasing the diversity of the updated color palette. Exgel products will be available at various locations, including:

• - Exgel Seating Lab physical stores
• - Official online shop
• - Limited-time pop-up shops within department stores

For a comprehensive retail experience, each store offers the Seating Navi® service, allowing customers to visualize pressure distribution when seated. This personalized consultation aims to recommend the best products tailored to individual needs.

Future Vision

Exgel's commitment to innovation stems from not only its historical products but also its dedication to fusing health and lifestyle seamlessly. The rebranding symbolizes a significant milestone, turning the company's vision of not just comfort but the integral joy of sitting into an experience filled with color. The philosophy of “Color Your Sitting Life” instills optimism for future developments, ensuring each person finds their unique expression in everyday life.

About Exgel

Exgel has been rooted in the craftsmanship of quality Japanese-made products since its founding over 50 years ago. The company achieved notable success with the development of Exgel® in the 1990s, gaining recognition within the medical industry for its effective pressure-relief solutions. Today, Exgel continues to innovate, expanding its reach beyond healthcare to provide luxurious, functional seating in all aspects of life. With an emphasis on customer engagement in its dedicated physical locations, Exgel remains poised to meet the evolving needs of its users.

Contact Information

For those interested in Exgel products or services, the official online shop can be reached at 0120-540-455, with service hours from 10 AM to 5 PM on weekdays.
For media inquiries, please reach out to Kaji Inc. PR at 0774-98-2633.