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“Muji Is Not A Trend”: How Design Fuels Muji’s Growth

The pioneering “no brand” brand views design as a solution for problems we encounter daily.

With around 400 stores in Japan alone, and another 300 operating internationally, housewares brand Muji shows no signs of slowing its rapid clip of expansion. For the past 35 years, the company has unwaveringly remained faithful to its philosophy of functional, quality design offered at a reasonable price and plans to stay the course for the next 35 years. But in a climate that constantly celebrates novelty, how can Muji continue to thrive?

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