Muji expanded into the European market over ten years ago with there simple, no frills-high design products and we at PSFK remember the public's euphoria for the London store with...

Muji expanded into the European market over ten years ago with there simple, no frills-high design products and we at PSFK remember the public's euphoria for the London store with its Japanese products in 1991. A euphoria which has only been matched since, we suggest, by the roll out of Ikea.

Now it's America's turn: Inside the SoHo branch of the MoMA Design Store you'll find the new Muji, the first in North America. A consumer-goods chain with 280 stores in Japan, the name Muji is a shortening of Mujirushi Ryohin, which translates to ”no-brand goods.”

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