When Japanese retail chain Muji opened a store in Boston in January, guests attended its launch "with the reverence of museum-goers" the Boston University newspaper Daily Free Press reported.
Muji, a well-established lifestyle brand in Japan, has expanded steadily since its start in the US in 2007, opening 17 stores so far.
Muji offers stationery, clothing and household items, among others
Said Muji USA president Asako Shimazaki - who has since relocated to Japan - in November last year: "Some people think that the Muji products are well designed, and so many design people like the brand. But we want to concentrate on function. As a result, the product itself becomes good design."
Muji stores draw customers because of their experiential nature.