MUJI is a highly successful Japanese retail company that sells a wide variety of household and consumer goods. What is interesting is their ‘non brand’ market positioning. They decree for themselves the status of not being a brand, but paradoxically it is the great clarity they have around who they are and who they are not that makes them such a distinctive and compelling brand.
MUJI works very hard at claiming its non brand positioning. It’s name was derived from the first part of Mujirushi Ryohin, which translates into ‘No Brand Quality Goods’. It’s website declares in the very first sentence ‘… MUJI is not a brand.’ Instead it claims that MUJI creates products with a view toward global consumption of the future. That it does not create products that lure customers into believing that ‘this is the best’ or ‘I must have this’. Instead they like their customers to feel the rational sense of satisfaction that comes not with this is the best, but this is enough. Best becomes enough.