Lawson will begin offering Muji brand products at its 14,000 stores across Japan, as the Japanese convenience store chain aims to boost customer traffic with the popular ‘no-brand brand’ lifestyle goods.
Lawson plans to replace 3,500 items with those of Muji, or about 5% of the merchandise on offer at the convenience store chain.
The move comes as Lawson finds its customers becoming more budget-conscious as inflation heats up around the world. The company believes stocking its shelves with Muji brand can encourage shoppers to spend more.
The Muji brand is run by Japanese retailer Ryohin Keikaku. The two companies have been working together since June 2020, with Muji items available at 110 Lawson stores in the Tokyo area.
Starting in May, Lawson will roll out Muji goods across eastern Japan, aiming to cover its 5,000 stores there in about six months.
Muji items will be in all its stores in Japan by the end of 2023 and will include 170 daily items, such as stationery, cosmetics and socks. In addition, about 30 Muji food products will be sold, including instant curry sauce and sweets.
Lawson is considering offering even more Muji products and looking at joint development of private label items.
Muji items are known for their simple design and high quality. The brand’s instant curry sauce has become a hit across all age groups. During a trial run, Lawson found that sales of particular products jumped by around 20% after they were replaced with similar Muji products. Overall store sales also rose by 2% to 5%, according to Lawson.