Muji: The No Brand, Brand
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Muji was born in 1980 in Japan to fill the gap between large, luxury brands and low quality affordable goods. ‘Mujirushi Ryohin’ means ‘no brand quality goods’.
Muji’s vision is:
‘There is no one answer to what a good product is. Simply asking the question, though, creates infinite possibilities, and we pursue them.'
They claim their number one goal is ‘the happiness of everyone who works at Muji’.
‘There is no one answer to what a good product is. Simply asking the question, though, creates infinite possibilities, and we pursue them.'
They claim their number one goal is ‘the happiness of everyone who works at Muji’.
Muji products don’t carry any brands tags, labels or logos and the focus is on the product and functionality. The packaging is bare minimum. Marketing and advertising expenses are minimal. They primarily rely on word of mouth.
Their philosophy is - ‘sometimes simplicity surpasses splendor’ and ‘Muji is enough’. A rare advertisement from them too emphasized a sense of ‘emptiness’. 
The three core principles of the company are 1. Selection of materials 2. Streamlining of processes 3. Simplification of packaging
Muji once sold U-shaped pasta after buying the ends of spaghetti that is cut off when it’s manufactured. They also opt for unfinished or natural materials. In 2001 it also launched a limited edition of a no logos, no frills, low cost Nissan car.
Today it has more than 1000 stores worldwide and more than 7000 products. It has also launched Muji brand hotel based on minimalism.
Over last 5 years their profits have grown at 17% CAGR with ROEs of 18%-20%. Note 60% of their revenues come from Japan.
Over last 5 years their profits have grown at 17% CAGR with ROEs of 18%-20%. Note 60% of their revenues come from Japan.
Some of their products and store
