It’s the latest mash-up in home furnishings lifestyle retailing: West Elm has begun selling Muji products online, bringing the Japanese brand’s minimalist and functional products to the Brooklyn-based company’s millennial shoppers. It’s become an ever more common practice in this channel of trade. I don’t think it’s necessarily Stupid to bring in products to supplement a retailer’s core aesthetics, they just have to be careful not to confuse their customer.
Here’s more in my new Business of Home post: https://businessofhome.com/articles/muji-is-the-latest-brand-to-go-the-lifestyle-retail-route-with-west-elm-deal
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