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Mari Kondo moves into e-commerce but insists she's not encouraging clutter


By Shawn Lim, Reporter, Asia Pacific

November 19, 2019 | 2 min read

Marie Kondo, the star of Netflix's 'Tidying up with Marie Kondo' series, has ventured into e-commerce after listing items for sale on her website.


The idea for a store came out of reader questions.

According to the BBC, Kondo has added more than 100 items that "spark joy" to her KonMari website. The range of items varies widely and includes an $86 (£66.3) scented candle and a $42 (£32.4) flower bouquet tote bag.

“The idea for a store came out of reader questions about what items she likes to use, but I’m not trying to encourage consumerism,” Kondo told The Wall Street Journal.

"What's most important to me is that you surround yourself with items that spark joy," she said. "If the bowl that you're using currently sparks joy for you, I don't encourage replacing it at all."

In August, Kondo announced a partnership with Japanese e-commerce giant Rakuten and her company KonMari Media, to collaborate on entertainment content and other branded initiatives.

She has also taken up the role of "Joy Ambassador" for Rakuten in a bid to champion an organizing culture for workplaces around the world.

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