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The Japanese retail company Ryohin Keikaku generated sales revenue amounting to around * billion Japanese yen in fiscal year 2025. As the retailer and wholesaler behind the Japanese brand Mujirushi Ryohin or better known as Muji, Ryohin Keikaku operates over one thousand stores worldwide under the namesake brand. The company sells a wide variety of household items and consumer goods.

The success story of a private label

Muji started as a private label under the Seiyu Group umbrella in 1980, when store brands began taking root in the Japanese retail market. Ryohin Keikaku Co., Ltd was established in 1989 to oversee production and retail operations related to the Muji brand, growing into one of the leading specialty retail store chains in Japan. Introduced with a small food-centric product strategy, nowadays household items, and apparel have overtaken food products as the main sales segment of the retail stores.

Brand image of a no-brand

Muji products are marketed as affordable quality goods (ryohin) without a brand (muji) based on minimalistic designs. Even though Ryohin Keikaku follows a generic brand strategy, the “no-brand” approach became iconic for the Muji brand in Japan. The company has successfully relied on word-of-mouth marketing to grow a following, with its brand account on social media reaching millions of users worldwide.