Yen for Muji keeps growing

A Muji outlet in New York, one of the 17 stores the lifestyle brand has opened in the US.
A Muji outlet in New York, one of the 17 stores the lifestyle brand has opened in the US.ST PHOTO: TANYA GHOSH

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.

A version of this article appeared in the print edition of The Sunday Times on June 18, 2017, with the headline 'Yen for Muji keeps growing'. Print Edition | Subscribe