The oft-mentioned MUJI brand has now launched their on-line store. When I found out, I immediately made my way to the site, certain I’d find a basket’s worth of minimalistic marvels to purchase or post to the Treasury.

Dutifully digging through each category of merchandise, the only things I came up with, however, were this blood orange umbrella and a set of colored pencils.
Let down, I was. (Yoda was too.)

I’ve never been in a MUJI retail outlet, but looking at photos of the stores on the MUJI site, I began to think that maybe the merchandising and mood of their stores was imperative to the brand’s success. An army of perfectly arranged, well-lit travel bottles on a glass shelf are elevated to product-as-art status, encouraging a purchase – whereas one on-line photo of the same boring bottle inspires little more than a shrug.

I think many other brands can transfer their brick and mortar merchandise to an on-line source in a simple and straight-forward site and the appeal of each product can remain primarily intact. The MUJI web shop needs something more imaginative, innovative and atmospheric in its design to properly uphold the revered reputation of its physical stores, I think.
Another, simpler to state disappointment with the site – none of the stores’ apparel is offered.