Japanese retailer Muji says it will hasten its expansion in mainland China with plans to open 40 new stores this year.

The plan is part of its goal to operate more than 100 stores by the year-end from 70 currently.

A flagship store will be opened soon at IAPM mall in Shanghai, it says.

Besides the top tier cities, Muji is also considering opening in second and third tier Chinese cities.

Muji, translated as “no-brand quality goods”, offers products such as stationery, household items and apparel.

The essence of Muji products lies in simplicity, flexibility and modesty to fit different life styles and individual preferences.