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Friday, February 3, 2023

MUJI opened a new store at Robinson Ratchaphruek as the 1st Roadside model with a new good-price zone less than 300 baht continuing a strategy of bringing the brand closer to Thai people

MUJI Thailand has opened a new store –the first roadside model store with 2 floors—at Robinson Lifestyle Ratchaphruek, a prime location with high purchasing power to serve customers in Ratchaphruek, Nonthaburi area.

The big size store has a total sales floor of over 1,700 sqm offering a fully-featured range of over 3,000 product items. A new good-price zone has been introduced with the price of less than 300 baht, for the first time in Thailand. MUJI has continued its strategy to reach Thai consumers even more, as the center of communities, and still has the signature zone –MUJI Coffee Corner with new highlighted, western-style bakery items as a Hot Menu. There are also new Early Launch products going on sale here before anywhere else, such as skincare and haircare product groups, and MUJI CURRY available in five flavours. The homeware and home furnishings zone feature new collections to shop, with other zones carrying the full range. MUJI has a plan to roll out another 5-6 new stores in 2023, expand sales channels both offline and online and use a pricing strategy. More product varieties will be added to make the MUJI brand accessible and convenient for everyone, as well as level up as a community lifestyle hub, connecting communities with the simplicity of MUJI.

Mr. Akihiro Kamogari, Managing Director of MUJI Retail (Thailand) Co., Ltd., revealed MUJI Robinson Lifestyle Ratchaphruek was the 29th store that is the first roadside model shop opened as a large road-side shopping center. The shop is designed as a 2-storey store with a total of over 1,700 sqm – over 900 sqm on the 1st floor and over 800 sqm on the 2nd floor. It is located in Robinson Lifestyle Ratchaphruek with over 50,000 sqm, a flagship store and a lifestyle destination for consumers. The store is located in a prime area of western and northern Bangkok supporting the city’s expansion and also the center of high – middle-end housing for consumers with high purchasing power. The location is not congested and peaceful with fresh air and a good environment, while land is not expensive compared to inner-central Bangkok. Transportation to the heart of the city, or to get out of town is convenient. Full facilities include leading public and private schools as well as international schools, hospitals, and large malls.

In addition, MUJI Robinson Lifestyle Ratchaphruek is a pilot shop for a new zone – a good price zone below 300 baht for the first time in Thailand, after opening the new concept of selling products by grouping products less than 500 yen for the first time in Japan at Mitake station in Tokyo. This new business model will enable MUJI to access Thai customers who want to buy MUJI products and use them in their daily life more easily at affordable prices. The zone gathers popular good-quality products from various categories that are priced below 100 Baht, 200 Baht, and 300 Baht.

“The store opening will increase the opportunity to reach customer groups with more convenience and increasing its role as a center for the community in the area as well. Another important goal of MUJI is to step in and help connect people in each area as a community center, supporting the people’s livings in various districts. Despite diverse and different lifestyles, everyone can still come to shop, hang out, meet, chat and eat at MUJI stores. To allow more customers to access MUJI products and lifestyle, MUJI has used a marketing strategy in terms of price by adjusting the price of products for Thai consumers to easily access the product, expanding distribution channels both online and offline, and adding variety of products to be in line with various consumer behaviors. Moreover, MUJI is also using a strategy to level up the store as a lifestyle store for everyday life in every dimension, to meet the needs of various customer groups and be accessible to everyone. In 2022, MUJI opened 4 new shops including Robinson Lifestyle Ratchaphruek and there are 29 MUJI stores in total in Thailand. In 2023, 5-6 more shops will be opened,” Mr.Kamogari said.

MUJI Robinson Lifestyle Ratchaphruek has a complete range of products to choose of more than 3,000 items. There is the signature: MUJI Coffee Corner highlighting a new Hot Menu of western-style bakery items including croissant sandwiches, ring sandwiches, Danish pastries and paninis. The wide variety of flavours are tailored to the lifestyle needs of consumers who require speedy service and food products which are easy to eat with a superlative taste, to support people with rushed lifestyles who need hassle-free service. Ranges are also being added to underline the unique MUJI identity, which are differentiated from other MUJI stores. This starts with the Exclusive Early Launch Product in the skincare and haircare product groups, the first time for skincare and haircare product development adding floral or lemon fragrances. Prices have been reduced, but products retain Japanese quality. There are also new Exclusive Early Launch products featured here before being rolled out to other stores, such as MUJI CURRY available in five flavours, which is an extremely popular product in Japan now being sold in Thailand for the first time. In addition, there is a zone of household utensils and furniture for home décor featuring new collections in many product categories to shop. The MUJI Interior Consultation Service as a service of advice on interior design. Other zones carry the full product range, such as the apparel zone of men’s wear, women’s wear and children’s wear at affordable prices. The MUJI Green zone is a range of household plants to choose from, while the Normal Shop sells natural products and refills for products such as soap, liquid laundry detergent and shampoo at great prices to support the Zero Waste concept of always being friendly to the planet.

To celebrate the opening of the new MUJI Robinson Lifestyle Ratchaphruek store, MUJI is providing a different experience to consumers with a service of soft serve ice cream in two flavours, Hokkaido Milk and Green Tea, in a cone for 89 baht or a cup for 69 baht, a first-time exclusive for this store, and available for only three months. This will be followed by the first Exclusive Photobooth at a MUJI store in Greater Bangkok. For the Lucky Draw promotion, every complete purchase of over 1,000 THB earns one entry to the draw to win a range of MUJI products including bead sofas with covers, silent circulator fans, aroma diffusors, organic cotton blankets, cloth bags, slippers, notepads and 6,000 other items, between 23rd December 2022 and 2nd January 2023.

Visit MUJI Robinson Lifestyle Ratchaphruek on the 1st and 2nd floor of Robinson Lifestyle Ratchaphruek which is open from December 23, 2022 onward at 10 a.m.

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