This phrase encapsulates how we can provide our Muji products at lower prices. We launched ourMuji brand by designing and developing products that might almost be regarded as substandard if based on traditional criteria, although they are, of course, actually of good quality. Through the careful selection of materials, streamlining manufacturing processes, and simplifying our packaging, we have continually introduced high quality Muji brand products onto the market, at lower than usual prices. Presently there are more than 7,000 items sold as Muji products. Muji's natural and simple design proposes rational lifestyles for today's world. Muji products - there is a reason why we can provide such good quality products at lower prices.