WHEN YOU SPEND $75 OR MORE* Navy Flat Bungee Office Chair with Arms Turquoise Flat Bungee Office Chair with Arms Black Flat Bungee Office Chair with Arms Silver Flat Bungee Office Chair with Arms Chocolate Flat Bungee Office Chair with Arms Blue Bungee Office Chair Turquoise Bungee Office Chair Berry Pink Bungee Office Chair Black Bungee Office Chair Green Bungee Office Chair Dark Grey Poppin Max Task Chair Pool Blue Poppin Max Task Chair Clear Polo Desk Chair Umbra Surf Blue Oh! White Poppin Slim Folding Chair Blue Poppin Slim Folding Chair Red Poppin Slim Folding Chair Black Poppin Slim Folding Chair Black Kaja Office ChairThe Japanese lifestyle brand Muji will bring its message of simplicity, minimalism and "functional" shopping to New Jersey’s largest mall this summer, when it opens at Westfield Garden State Plaza in Paramus. An 8,600-square-foot Muji store is to open in the lower level of the mall in August, giving the Plaza the first Muji store in the state.
It will be the first Muji in a mall on the East Coast. Muji, which sells a wide range of no-brand, logo-free products, from housewares to clothing and beauty products, has five stores in Manhattan, and some of its high-design housewares are sold at the Museum of Modern Art. The new tenant is part of the Plaza’s drive to differentiate itself from other malls and to add stores that may attract millennial shoppers. The store also will allow Muji to test how it does in a suburban mall location. Muji, which has 400 stores in Japan and more than 300 outside that nation, including 11 in this country, was founded in 1980. The company’s original name, Mujirushi Ryohin, means "No Brand, Quality Goods" in Japanese. Muji opened its first store outside of Japan in London in 1991 and its first U.S. store in 2007. By "no brand," Muji means no logos on any of its products. The company says that its mission is to strip away excess features and waste from products to produce affordable goods that are functional, recyclable and high quality.
Muji tries to its bring its own design sense to everything it sells, similar to other design-focused lifestyle chains, such as the Conran’s stores, created by British designer Terence Conran. Popular items include cotton T-shirts for $12, and aroma diffuser for $60 and a "body fit cushion" — a Muji version of a bean bag chair — for $150. The company sells three appliances — a toaster, rice cooker and electric kettle — created by Naoto Fukasawa, one of the world’s most influential designers. The company’s website offers a very different view of marketing from that of the typical American retailer. "We do not make objects to entice responses of strong affinity like ‘This is what I really want’ or ‘I must have this,’ " it says. Instead, the company says, it strives to trigger the response "This will do." Saying "This is what I really want" — the response that is the goal of most mall marketing — "expresses both faint egoism and discord," according to the Muji website, while "This will do" expresses "conciliatory reasoning."
Asako Shimazaki, the president of Muji USA, said in a statement that the company thinks "the vibrant setting of Garden State Plaza is a perfect location for us to reach the New Jersey market and test out our first store in a more suburban community." Shimazaki said the company knows from its e-commerce business that there is demand for its products outside the cities where it has stores — New York, San Francisco and Los Angeles. Candace Corlett, president of Manhattan-based WSL Strategic Retail, a retail strategy and research firm, said Muji’s message of basic mass merchandise "that’s good enough" is right for the times, but she’s not sure how much of a destination it will be at the Plaza. Muji, she said, "was started in Japan as a pushback to the obsession with premium brands, and the status of premium brands." The company, she said, "found this wonderful niche." What [German supermarket company] Aldi is to low-priced food, this is to general merchandise," Corlett said.
"In many ways it reminds me of a five-and-dime, she said, "although it’s not five and 10 cents, but it has everything and it’s a store that becomes a habit." While Muji touts its offerings as low-cost, Corlett said she doesn’t consider Muji inexpensive. "Fifty-five dollars for a pair of pajamas" is not inexpensive, she said, although they are made of cotton. In the Manhattan stores, Muji has been adding custom offerings such as custom embroidery on clothes and custom fragrances, Corlett said. "What Muji represents is, ‘We have lots of stuff that’s good enough,’ " Corlett said. "Their philosophy is, ‘Our stuff is fairly priced and stuff that you need, but you don’t need a fancy brand name for your travel toiletry containers,’ " Corlett said.We are experiencing issues that prevent checkout in Internet Explorer 8. You can browse and even save your cart, but you'll need to use another browser or a different device to place your order. Sorry for the inconvenience.
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