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Can Muji Win Americans Over?

Can Muji Win Americans Over?
Advertising
Joel Horowitz
  • 12 may 2008

Japan Today reports how the Japanese stationary, furniture and houseware retailer Muji, will be opening 30-40 stores across the States in the next few years. For a brand that’s been popular with New York City-based MOMA goers for years, Muji introduced it’s first store to NYC’s Soho this past November, and will open its flagship store in Times Square in less than a month.

So far in New York City, Muji has enjoyed a good start. The MoMa Design Store has lent prestige to Muji’s name by carrying its products alongside those of world-class artists and designers, such as Charles Eames and Isamu Noguchi. Thanks to the design-conscious consumers of New York, Muji’s SoHo store has quickly become profitable.

If Muji’s goal is to become a niche brand targeting trendy urbanites, it is well on its way.

Azami, however, emphasized that that was not the company’s aim. ‘‘I don’t want to just be accepted by design-conscious people or people who like Asian tastes…I want Muji to be accepted as a generic brand,’’ he said.

Japan Today: Will Muji, no brand, catch on in US?

[via Jeansnow]

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