Ryohin Keikaku

What Ryohin Keikaku does

Ryohin Keikaku Co., Ltd. (株式会社良品計画) is a Japanese publicly traded retail company (Tokyo Stock Exchange ticker 7453), founded in 1979 and headquartered in Toshima, Tokyo, best known for operating the MUJI (無印良品) global lifestyle brand. The company sells a broad portfolio of private-label household and consumer goods including women's, men's, and children's clothing, cosmetics and skincare, daily goods, furniture and storage, and food products, alongside a broad ecosystem of sub-brands and services (MUJI Labo, MUJI to GO, Found MUJI, MUJI BOOKS, Café&Meal MUJI, MUJI Hotel, MUJI Campsites, IDEE, ReMUJI, MUJI Card, and MUJI House).

The business operates a direct-to-consumer omnichannel model: company-owned physical retail stores globally, a proprietary e-commerce platform (Muji Net Store) with home delivery, store pickup, and mailbox delivery options, an iOS/Android mobile app, and a dedicated B2B channel serving corporate clients through showrooms and experience centers. Products are priced on a unit basis at accessible price points ranging from ¥130 for small items to ¥9,900+ for furniture, with bulk-purchase discounts and free-shipping thresholds on online orders over ¥5,000. Marketing is conducted across major social platforms (Instagram, X, Facebook, TikTok, LINE, YouTube), email newsletters for MUJI.net members, and in-store content.

Revenue is generated entirely through one-time retail product sales with no subscription component. The skincare segment has emerged as a key growth engine, with revenue approximately doubling to ¥100 billion within two years and representing 13% of total sales. Management has set an operating profit target of ¥108 billion by 2028 (a 46% increase), supported by international skincare expansion and the B2B Live Office showroom initiative. Payment integration includes PayPay, Rakuten Pay, d Barai, atone, and Tsudogoto Barai. The company is publicly listed with no parent company and operates wholly-owned subsidiary IDEE for interior design.

Name

Ryohin Keikaku

Legal name

Ryohin Keikaku Co., Ltd. (株式会社良品計画)

Website

https://muji.com

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Ryohin Keikaku Co., Ltd. operates the global MUJI (無印良品) lifestyle retail brand, selling private-label clothing, skincare, household goods, furniture, and food through company-owned stores, e-commerce, a mobile app, and B2B corporate showrooms across Japan and international markets.

Ownership category

akta.pro rank

Product category

Lifestyle Retail

NAICS

All Other Miscellaneous Retailers (45999), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Variety Stores (5331), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)

Keywords

• Lifestyle retail
• Household goods
• Apparel retail
• Consumer products
• Home furnishings

Headquarters

HQ city

Toshima

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Ryohin Keikaku generates revenue through direct sales of lifestyle goods including clothing, accessories, home furnishings, cosmetics, and food products through its Muji retail stores and e-commerce platforms. The company operates on a one-time purchase model with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Ryohin Keikaku operates the MUJI (無印良品) lifestyle retail brand, selling private-label apparel (women's, men's, children's), household goods, furniture and storage, food products, cosmetics and skincare, and travel accessories. Products are sold through company-operated physical retail stores, the MUJI Net Store e-commerce platform, and the MUJI mobile app, supported by sub-brands such as MUJI Labo, Found MUJI, MUJI WALKER, MUJI to GO, and IDÉE, and complementary services including Café&Meal MUJI, MUJI Hotels, MUJI Campsites, MUJI Books, and the ReMUJI resource circulation initiative.

Product overview

Ryohin Keikaku operates MUJI (無印良品), a lifestyle retail brand offering a diverse portfolio of private-label household goods, apparel, food, furniture, and personal care products through physical retail stores and an e-commerce platform (Muji.com). The company follows a 'no-brand' philosophy emphasizing simplicity, quality, and value. The product portfolio spans multiple categories including: women's and men's clothing, children's apparel, cosmetics and skincare (cosmeceuticals), daily goods and household items, furniture and storage solutions, and food products. The company also operates subsidiary brands and services including IDEE (interior design), Café&Meal MUJI, MUJI Hotels, and MUJI Campsites. Online services include e-commerce with multiple payment options, store pickup, and various delivery services.

Differentiator

Problem solved

Functional benefit

Brands

• MUJI Labo: Sustainable fashion line
• MUJI WALKER
• MUJI to GO
• ReMUJI
• Found MUJI
• MUJI BOOKS
• Café&Meal MUJI
• MUJI Hotel
• MUJI SUPPORT
• 無印良品の家 (MUJI House)
• IDÉE
• MUJI Card
• MUJI GIFT CARD
• MUJIアプリ (MUJI App)

Products and services

• Women's Clothing (婦人服) Women's apparel line offering T-shirts, shirts, blouses, knitwear, dresses, jackets, pants, skirts, underwear, pajamas, maternity wear, socks, footwear, bags, and accessories designed with the MUJI minimalist philosophy. Targeted at general female consumers seeking simple, functional everyday wear.
• Men's Clothing (紳士服) Men's apparel line offering T-shirts, shirts, jackets, sweaters, pants, business wear, underwear, pajamas, socks, footwear, and the MUJI Labo sustainable fashion sub-line. Targeted at general male consumers and business buyers seeking simple, functional everyday wear.
• Children's Clothing (こども服) Children's apparel line including baby wear (80-100cm), kids wear (110-150cm), newborn items (50-80cm), underwear, pajamas, accessories, and children's furniture. Targeted at parents and families seeking simple, functional everyday wear for children.
• Cosmetics and Skincare (コスメ・ケア) Skincare, body care, hair care, oral care, and makeup products with simple formulations and transparent labeling, most priced below ¥3,000. Targeted at general consumers seeking accessible, minimalist personal care. The skincare segment is a strategic growth driver with global expansion plans.
• Furniture and Storage (家具・収納・家電) Beds, mattresses, storage solutions, home appliances, lighting, clocks, and IDÉE branded interior design products. Targeted at general consumers and corporate clients seeking functional home and office furnishings.
• Daily Goods and Household Items (生活雑貨) Travel accessories, aromatics, tableware, kitchenware, towels, bath products, cleaning supplies, interior goods, stationery, bicycles, gardening, and pet supplies. Targeted at general consumers seeking everyday household items.
• Food Products (食品) Curry, retort and freeze-dried foods, fermented miso, dried goods, seasonings, snacks, beverages, tea, frozen foods, ice cream, and regional specialty products. Targeted at general consumers seeking simple, quality everyday food items.
• Found MUJI Curated collection of products sourced globally based on functionality, craftsmanship, and cultural significance. Targeted at consumers seeking distinctive everyday items with a curated, design-forward approach.
• MUJI Labo Sustainable fashion line focusing on environmental responsibility through recycled materials and ethical production. Targeted at eco-conscious consumers seeking apparel with sustainability credentials.
• IDÉE Interior design brand offering furniture and home accessories with contemporary design aesthetics. Targeted at consumers and corporate clients seeking design-forward interior products.
• ReMUJI (資源循環) Resource circulation initiative including resource recovery programs and sustainable reuse of products. Targeted at environmentally conscious consumers and corporate partners.
• Café&Meal MUJI Restaurant and café service offering meals made with carefully selected ingredients. Targeted at general consumers seeking simple, quality dining aligned with the MUJI philosophy.
• MUJI Hotels Hotel accommodation services embodying the MUJI philosophy of simplicity and quality. Targeted at travelers and design-conscious guests seeking minimalist accommodation experiences.
• MUJI Campsites Outdoor camping facilities offering nature experiences aligned with MUJI brand values. Targeted at consumers and families seeking outdoor lifestyle experiences.
• MUJI Books Book retail service featuring curated selections of books and publications. Targeted at general consumers and readers interested in MUJI's curated lifestyle content.
• Wireless Headphones with Noise Cancellation Audio product featuring wireless connectivity and active noise cancellation technology. Targeted at general consumers seeking minimalist personal audio equipment.
• Live Office Corporate Showroom (B2B) Dedicated B2B showroom and experience center featuring sustainable office furniture and interior materials for corporate clients. Targeted at businesses seeking sustainable, long-lasting office furniture and workspace solutions.
• MUJI Net Store (E-commerce Platform) E-commerce platform offering the full range of MUJI products including clothing, cosmetics, household goods, furniture, and food for home delivery or store pickup. Targeted at general consumers seeking convenient direct-to-door shopping.
• MUJI App Mobile application providing daily updates, exclusive online store offerings, favorite items alerts, push notifications, and shopping functionality. Targeted at general consumers seeking personalized mobile engagement with the MUJI brand.

Quantifiable outcome

• Skincare revenue doubled to approximately ¥100 billion within two years
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Inditex (Zara): Global apparel and home retailer known for proprietary-brand vertical integration and rapid product turnover. Useful benchmark for own-brand scaling and category adjacency expansion.
• H&M: Global fast-fashion and lifestyle retailer with parallel affordable basics positioning and growing home category. Comparable on broad consumer-lifestyle scope and international store footprint.
• IKEA (Inter IKEA): Global home furnishings and lifestyle retailer with a comparable minimalist, value-driven design philosophy. Overlaps with MUJI in furniture, storage, and household goods; broader scale and category depth.
• Shiseido: Japan-headquartered global beauty and skincare company with established R&D and international distribution. Direct head-to-head competitor as MUJI scales its growing skincare segment internationally.

Direct peers

• Miniso: Global variety retailer built on a 'no-brand' affordable lifestyle proposition, directly mirroring MUJI's minimalist aesthetic and broad category range. Head-to-head competitor in offline and online variety channels worldwide.
• Nitori Holdings: Japan's largest home furnishings and furniture retailer with comparable own-brand, vertically integrated supply chain and a strong horizontal lifestyle assortment. Direct competitor in furniture and household goods.
• Uniqlo (Fast Retailing): Japan-headquartered global apparel and lifestyle retailer with comparable horizontal product breadth, own-brand philosophy, and international store expansion. Closest direct comparison on Japanese retail DNA and global roll-out strategy.
• Daiso (Daiso Industries): Japanese variety store leader offering low-priced general merchandise across similar categories. Competes with MUJI on the 'simple, useful, affordable' value proposition in physical retail.

Emerging players

• MUJI's hotel/hospitality comparable: Hoshinoya: Japanese boutique hotel and resort brand that overlaps with MUJI Hotel and MUJI Campsites on minimalist, design-led hospitality. Relevant comparability for the hospitality-layer extension of the MUJI ecosystem.

Regional players

• AEON (Aeon Co.): Japan's largest general retailer and supermarket operator with comparable horizontal assortment and domestic footprint. Useful benchmark for Japan-wide retail scale and omnichannel execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/muji_net
• YouTubeyoutube.com/user/MUJIglobal
• Facebookfacebook.com/muji.jp
• Instagraminstagram.com/muji_global
• TikToktiktok.com/@muji_jp
• LinkedInlinkedin.com/company/muji-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ryohin Keikaku