Japanese retailer takes on Fifth Avenue—in a big way

Muji, the minimalist Japanese lifestyle brand, has opened its largest U.S. location yet, a two-level, 12,000-sq.-ft. flagship on Fifth Avenue near the New York Public Library.

The retailer pulled out all the stops for the spacious store, its fifth in the Big Apple. It includes such extras as an embroidering station, and an Aroma Lab where shoppers can create custom scents choosing from some 48 esssenial oils.

At the embroidering station, customers can have their items personalized, choosing from over 10 designs. The service costs $3. There is also a stamp bar, where customers can decorate their stationery and other paper products.

The new store boasts several lines of product, including kids’ wear, that previously were not available at Muji’s U.S. stores. It also features New York-themed items, and other exclusive items such as natural-material knitwear.

The overall selection spans a wide array of lifestyle categories, including Japanese and English books, house plants, furniture, apparel, luggage, kitchen essentials, and snack foods—all adhering to Musi’s “no-brand, quality goods” philosophy.