Dive Brief:

• Japanese general merchandise retailer Muji is slashing prices - not for a temporary sale but permanently - on 25% of its products, some 600 items, from apparel to home goods, the company said last week.

• The company says it regularly does this in its Japan stores, and that it’s part of its company ethos: “zutto yoi ne” or “always good prices”.

• Muji opened its first U.S. store in 2007 and a U.S. e-commerce site and has expanded in recent years.

Dive Insight:

Muji’s low-key aesthetic is getting more attention these days as its minimalist approach catches on. Now it’s bring its price-cutting approach to its U.S. stores, too, just at a time when retailers are hoping to abandon price cuts as the economy finally starts to gain some health. With moves like these from Muji, though, plus the incoming low-cost option offered by jet.com — not to mention problems with wage growth — retailers may find that prices need to stay down.