"Your Alternative Choice" is the ethos Gear Geek was built on. Offering alternative choice to branded products is where we find our purpose and provide most value. We believe all consumers should have choice and not be limited to a handful of brands dominating a category of products.

We strive for a simpler approach to products, where comparisons are made by the products function rather than its brand and where price isn't set by a lack of choice. Consumers are looking for alternative choice more than ever and we are here to support better buying decisions. That is the Gear Geek mission.