Daiso’s new store in Tokyo is completely dedicated to furnishings and kitchenware
Cheap and cheerful Daiso is already where one goes to find inexpensive stuff for the home. But now, the retailer of 100-yen anything (or S$2 here, as you know) has opened one in Tokyo, where only home ware is available. Yes, no nail polish or boxer shorts, but, interesting, there are wristwatches! And not everything is sold at the standard price of 100 yen; new prices are between 330 and 770 yen. The new Daiso store is called by another name, too: Standard Products, presumably to stand out from the (generally) one-price older sibling. And also to set itself apart from the original store, but not nearly enough for it to be different from more established compatriot brands, particularly Muji and, to a degree, Nitori. In fact, so much better looking is the new store—and higher the prices—that Tokyoites happily call it “upmarket Diaso”.
Opened in March and situated inside Mark City in Shibuya, just a hop from the Shibuya Bus Station, Standard Products will inevitably draw comparison with Muji and such (some even likened it to Ikea!). For starters, it’s much better looking than the average Daiso store (if you’ve been to those not in big cities, you’ll remember them to be quite humble). There is also the more staggering variety of products, and better storage/displays (attractively stacked!), even with a veritable semblance of visual merchandising. There is also a neatness not usually evident in Diaso. But that, for some, may take the fun out of shopping in Standard Products: it’s too posh and orderly. And it does not have quite the you-don’t-know-what-useful-stuff-you-may-find madness. If Standard Products makes you miss Diaso, the later is, in fact, just round the corner, and with the unmistakable hot-pink shop front and the crazy jumble inside too.
When approaching Standard Products, Daiso regulars might think they have stumbled upon a home emporium in the hipster neighbourhood of Daikanyama. The main store front is top to bottom aluminium-framed glass panels, on which the name is emblazoned in massive, black sans-serif font. There is no window display. The interior is for all to see. Merchandise immediately greet you at your first step. Inside, you will take a while to get used to the orderly space and wrap your head around the fact that this is a Diaso offshoot. As you explore the surprisingly wide aisles, you’ll find yourself wondering if you are, in fact, in a Muji store (like we said). Even the industrial-space-meets-modern-barn of some corners are unmistakably Muji. And the wares? You need to be a hermit just descended from Mount Fuji not to see the similarities and the matching minimalist aesthetics.
Stuff for the kitchen or dining takes up at least half of the reported 1,300 products available. There are more bowls, plates, mugs, and glassware than you’ll ever need, but truth be told, most of them are truly appealing, especially if you are susceptible to neutral-coloured ceramics and stoneware in simple shapes that can show off their equally stylish content. There is also a surprisingly large selection of acacia wood accessories such as caddies, platters, and pot holders, all handsomely fashioned. What seems to be missing are appliances. Still, the selection of merchandise is so extensive and the products so appealingly designed that it is hard, we think, even for the not house-proud to successfully resist.
Although retail in Japan is going through hard times due to the still-raging pandemic, retailers there have not given up or stopped innovating. Daiso going specifically into home ware with Standard Products makes sense. As WFH is still prevalent and the preferred work-place arrangement, consumers are opening up their wallets or Google Pay to shop for items that can spruce their domestic interiors, rather than those that will fill an already over-stuffed wardrobe. Instead of going by way of the even less expensive route (can they go lower than 100 yen?), the Hiroshima-based company has chosen a retail concept that is a winning combination of friendly prices and accessible designs, both in a setting that reflects the growing sophistication of the pandemic-era homeowner. But this isn’t the first time Diaso has adopted the more-than-100-yen merchandising approach. There is the Threeppy chain (which, according to the parent company, is a conflation of “300 yen and happy”) that was introduced in Japan in 2018. A year later, the first of six Threepy shops (they are nearly always smaller than Diaso) outside Japan opened here at Funan Mall. Will we also see a Standard products store here in 2022?
Despite the unmistakable home theme of Standard Products, the merchandising team also took pleasure in defining what home is or where it could be. As we well know, as long as there is access to the Internet, home (and the home office) could be anywhere, even in the mountains. Well aware of this, Standard Products has also a section for camping kits, complete with a tent, set up to give context to its attendant products, such as thermoses, water bottles, and even mess tins! Standard is clearly not quite the defining quality of the store, fun is.
Photos: Jiro Shiratori