Facebook"> clock menu more-arrow no yes

Filed under:

Muji Is Growing, But They Don't Care If You Think They're Cool

Image via MUJI/<a href="https://www.facebook.com/muji/photos/pb.157110987635427.-2207520000.1407330625./718160218197165/?type=3&amp;theater">Facebook</a>
Image via MUJI/Facebook

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

From now until 2017, Muji's gearing up for major expansion around the globe. But they're not going to shout from the rooftops about it. Muji's director of household division and global merchandise inventory control Kei Suzuki told Forbes that Muji hasn't been overly focused on telling its brand story. "Muji is low-key and not flashy. Maybe someone outside Japan finds it cool. We don't want to say so ourselves," he said.

That makes sense for a retailer who uses slogans like "All Value No Frills" and considers being an "antithesis to the consumption society" as one of their core principals. Muji's about to open a flagship store in Paris at September, and Forbes reports that Muji may open larger stores in the US and Western Europe with furniture, clothing, toys and perhaps even modular homes.
· Muji Executive Kei Suzuki On Future Growth Of Japan's 'No Brand' Retailer [Forbes]
· Dorm Shopping: Everything You Need (and Where to Get It!) [Racked]
· Muji Goes Big With New Cali Flagship [Racked]