Retail/Muji Retail Thailand

Editorial staff

Muji Retail (Thailand) Co, the homewear and lifestyle retailer, is once again making waves by announcing price adjustments for over 126 items across all categories.

Akihiro Kamogari, the company’s managing director, has adjusted its product price for over 126 items across all categories since May 10, 2024. These items are offered at reduced prices, averaging more than 20%, starting at just 29 baht.

Akihiro Kamogari

These adjustments are tailored according to behavioral insights and the usage needs of the target demographic. The highlighted products include shoes and bags, the household items and furniture, health and beauty products and instant food.

This strategic move aims to comprehensively meet the needs of diverse consumer groups, considering both functionality and spending behavior and fostering stronger connections between the Muji brand and Thai people.

The pricing strategy has been consistently applied since 2019, with the goal of expanding Muji's reach to a broader spectrum of Thai customers seeking accessible prices for everyday Muji products.

Over the past 6 years, strategic price adjustments across all product categories have fostered a growing loyal customer base in Thailand and attracted new customers in Bangkok and other provinces. This has directly contributed to its impressive sales growth.

“Beyond Muji 's commitment to becoming a lifestyle brand in every corner of Thailand, our aim is to foster a sense of community that engages with and caters to the unique lifestyles of individuals in each locale. We aspire for our stores to be regular destinations where customers can shop, socialize, gather, converse, and dine. To facilitate this, we've implemented a pricing strategy aimed at being the welcoming gateway for Thai consumers, offering easy access to quality products and diverse services at prices aligned with the essence of Muji’’ he said

Currently, Muji Thailand boasts an extensive product range, featuring 5,000 items available for purchase. Over 2,500 products for daily use are priced below 300 baht, constituting approximately 50% of its product offerings.

Based on pricing strategy have led to a growing Muji loyal customer base in Thailand and attract new customers in Bangkok and other provinces. This concerted effort has directly fueled its impressive sales growth.

"Beyond the pricing strategy, Muji is also advancing its localization strategy to develop new products tailored to fit the behavioral insights and specific needs of customers in each region,’’ he said.

The introduction of new products available exclusively at Muji stores in Thailand and across the ASEAN region cover all categories from clothing and accessories to household items. These products are designed with consideration for Thai context, encompassing people's personality traits, geographical conditions, climate, as well as culture, customs, and way of life.

In 2024, the company will increase the offering of these new products to continually meet the specific demands of Thai consumers and enhance product diversity to align with various consumer behaviors. Simultaneously, efforts are underway to elevate the store into a comprehensive lifestyle destination suitable for daily life in every dimension.

He adds that the company is progressing with plans to expand new branches to all regions of Thailand to ensure comprehensive coverage. Expansion efforts are ongoing in the northeastern region, with upcoming branches such as Central Khon Kaen in June and Central Udon Thani in July.