MAD FOR MUJI

Ikea, beware. Martha, take cover! Muji, the Japanese manufacturer and retailer of products so basic in their stylishness that they look almost accidentally chic, is coming to America. Muji—the company's original name, Mujirushi Ryohin, means no-brand, quality goods—began marketing its wares in the economically troubled early 1980s. It was Japan's version of American supermarket generics meant to appeal to strapped customers. The company, from the start, has had a strong idealism in its approach, and secured a solid pro-consumer reputation, supported by good design philosophy as well as eco-friendly policies. Over time, Muji gathered so much cheap-chic allure, it became a house brand of the Museum of Modern Art's design store. This month, the first Stateside Muji store will open in New York's SoHo, and another in the new New York Times Building in 2008. The stores are Lilliputian versions of their sister outlets all over Japan, which carry more than 5,000 items from the World of Muji—everything from Muji beds to Muji food, Muji bikes, Muji flowers, even a Muji car. In Japan there are Muji campgrounds you can visit with your Muli tent. Mujification is just starting here. If Muji U.S.A. makes waves, the company plans 25 to 30 more shops in the U.S. later in the decade.

MATT TYRNAUER