Japanilaiseksi ”Ikeaksi” kutsuttu, lifestyle-brändi Muji ja Kesko aloittavat yhteistyön, kun Muji saapuu K-Citymarket Järvenpään valikoimaan ensi viikolla (vko 16). Mujin tuotteista saapuu vain murto-osa, sillä myyntiin tulee 300 suosituinta tuotetta. Näihin lukeutuu muun muassa sisustuksen, kosmetiikan ja pukeutumisen tuotteita.
K-Citymarket Järvenpää was chosen as the pilot location because of its strong Japanese connection, as it is one of the largest sushi retailers in Europe and the so-called sushi capital of the North.
The pop-up experiment will sell Muji products until mid-June. Based on the pilot cooperation, the companies are considering a joint follow-up.
Today, in Kesko's operating model, the retailer defines the food products he sells more independently, but the consumables sold used to be defined on a chain-wide basis. According to Kesko, the experiment is a step in the direction of a more local K-Citymarket assortment, also in the consumer goods assortment.
- We are excited to open a pop up shop in K-Citymarket Järvenpää. We hope it will be a success and that customers will welcome Muji with open arms," says Miho Tagaki, CEO of Muji Finland, in a press release.
Markku Hautala, a graduate retailer at K-Citymarket in Järvenpää, experiences the Muji cooperation as a new opening in retail culture. Korona had a big impact on consumer behaviour. Moving Muji's pop-up close to customers could be the first opening for a new kind of brand culture.
- As a small country, Finland is a very good and cheap place to test new kinds of positions, says Markku Hautala, a graduate trader.
Financial News' wider coverage of the cooperation 14.4.2021
The City of Järvenpää is delighted about this pilot cooperation and warmly welcomes Mujin and its products to the city!
K-Citymarket Järvenpää: open Mon - Sun 7-23, Helsingintie 41, Järvenpää