Building the no-brand brand

Muji, which is synonymous with functional, pared-down design, is ramping up its repertoire with plans for its own hotel and even a Muji car.

IF all goes to plan, fans of Muji could be staying in a Muji hotel or even be driving a Muji car. Masaaki Kanai, chairman and representative director of Ryohin Keikaku, the parent company of Muji, says that these ideas could be a reality. When he travels, Mr Kanai says that he does not really enjoy staying in luxurious hotels, because "they feel somewhat pretentious". But staying at cheap hotels could also mean a compromise on cleanliness, and also safety issues.

"When we feel that a part of our daily...

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