Ryohin Keikaku Co.,Ltd. (株式会社良品計画 Kabushiki-gaisha Ryōhin Keikaku), or Muji is a Japanese retail company which sells a wide range of consumer goods. Muji is derived from the first part of Mujirushi Ryōhin, translated as No Brand Quality Goods on Muji’s website.
Muji started with 40 products during the 1980s. By the end of the 2000s, Muji sells more than 7,000 products. It is positioned as an economical brand and its primary business include stationery,basic clothing for men and women, to food items, savvy kitchen appliances and really comfy bean bags!
I often visit the store in Times square, NYC because I am drawn to their minimalistic and earthy approach to most of their kitchen appliances. Being an admirer of practical cutlery, I never leave the shop with out having bought some of their cool merchandise. If you are an avid collector of porcelain, you will love their shelves full of plates,pots,bowls, earth-wares and dishes.
Muji’s no-brand strategy means that little money is spent on advertisement and marketing, and Muji’s success is attributed to word of mouth and the anti-brand movement.
Through their emphasis on reductive forms, both IKEA and MUJI continue the aesthetic and ethical ideals of “Basic Design”.
However, neither brand emphasizes the talents of any individual designer but instead both rely on the aura of national design genius.
One of Muji’s latest collection of simple, perfectly plain Hakuji (means white porcelein in Japanese) china,and suddenly want to throw all my patterned plates out and go ‘all white’. This range of porcelain is made from a superior white clay found in Amakusa in Japan. The fine white glaze has a hint of blue in the finish and everything is microwave proof.
In a sense, this is like a Japanese version of The Container Store. Come here to organize your household belongings and buy very useful items for your home. It’s hard to go in here and not come out with items that you convince yourself you need, or think, why don’t I have this already because it would make life easier and cuter?
Do visit the branch closest to you, and let me know what you think.