Founded in 1980, Muji is as a private brand under Japanese supermarket known as The Seiyu. Back then, foreign luxury brands were gaining popularity due to Japan's growing economy.

On the other hand, there was also a huge market for affordable and low-quality products in Japan. Ironically, Muji was born seeing the gap for no-frills affordable and quality products in the market. Muji started with 9 household goods and 31 food items. As of today, Muji is well-know as a home and lifestyle brand which offers over 7,000 goods ranging from fashion to furniture. As of 2018, Muji has over 900 stores worldwide.

Story of Muji brand

The full name of Muji is Mujirushi Ryohin 無印良品, which means 'no brand quality goods'. Muji's philosophy for 'no brand quality goods' can be seen in the brand's simplicity as well as the functionality of their items. Instead of being on trend, Muji focuses on a minimalistic product design which will stand the test of time.

Asako Shimazaki, President of Muji USA. Image source: Fast Company

From storage boxes to knitted socks that don't slip off people's feet, Asako Shimazaki, President of Muji USA, said they want to fix problems that will arise daily. Every Muji products are designed to deliver one function they were made for. Henceforth the idea, 'Muji is enough'.

Muji wants to give its customers a rational satisfaction. Instead of "this is what I want", "this will do" should be in their mind believing that Muji's products will fit their needs.

Kenya Hara, Muji's art director. Image source: Yatzer

One of Muji's most interesting ideology is 'emptiness'. Kenya Hara, Muji's art director, said that traditional Japanese design focuses on simplicity. Such ideology allows people to use Japanese products; however they want to. For example, some of Muji's products can be combined or applied to suit the person's lifestyle.

Three principles of Muji that drive it's success

So, what are the core principles of Muji which help them deliver it's 'no brand quality goods'? They are selection of materials, streamlining of processes and simplicity in packaging.

Selection of materials

Material selection is Muji's most important criteria as it affects quality. Muji is also known to buy in discarded industrial materials due to their appearance in bulk at a low price. The company also choose natural materials which align to their next principle, streamlining of processes.