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Can Muji Win Americans Over?

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...

Joel Horowitz
Joel Horowitz on May 12, 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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