Better sleep, bigger results: +350% organic revenue growth for MUJI

Making MUJI more visible, relevant, and revenue-generating.

MUJI, the minimalist Japanese lifestyle brand, sought to highlight the universal pursuit of better sleep, linking it seamlessly to their travel and relaxation ranges. The aim was to drive brand awareness, spark meaningful conversations, and position their products as essentials for travel, rest, and relaxation.

The challenge

The challenge was both technical and strategic.

Launching subdomains in new European markets meant MUJI's established domain authority wouldn't automatically carry across – search engines treat subdomains as separate entities, which meant organic visibility effectively needed to be rebuilt from the ground up.

The solution

We approached this project in two connected phases.

First, we tackled the technical side by rolling out a series of SEO upgrades, including:

Correcting hreflang tags: To ensure search engines served the right content to the right audiences in different regions.
Schema implementation: To improve search engine understanding of MUJI’s content.
Strategic page layout changes: To house additional content, boosting relevance and discoverability.
Optimised, multi-lingual landing and product page copy: To ensure content resonates with local audiences, improves keyword targeting, and increases visibility in regional search results.

These upgrades would provide a robust technical foundation to support long-term search success.

Next, we developed a standout Digital PR campaign centred around a universal parallel: sleep. We surveyed over 2,000 adults in the UK and France about their holiday sleeping habits, uncovering surprising stats, such as:

To support the campaign, we created a dedicated landing page that acted as a central hub for engagement and education. It showcased the survey results, shared expert sleep tips, and provided further reading on MUJI’s sleep and travel ranges, connecting users to relevant product recommendations.

The page also featured an interactive quiz, offering personalised suggestions for the best places in Europe to visit based on users’ lifestyle habits and preferences. This playful yet practical addition encouraged interaction, while reinforcing MUJI’s reputation for thoughtful, wellness-driven travel and relaxation products.

With the landing page anchoring the campaign, we used our findings as the backbone for a compelling PR story, reaching and resonating with MUJI’s target audiences.

Mainstream media outlets couldn’t get enough: Coverage spanned over 100 publications, including The Daily Mail, The Mirror, and MSN, putting MUJI and its products firmly in the spotlight.

The results

This campaign wasn’t just a success. It was transformative.

By combining technical SEO fixes, on-page optimisation, and a headline-grabbing PR strategy, we significantly boosted MUJI’s online visibility, engagement, and revenue.

And, not only did we help establish MUJI as the go-to brand for sleep and travel essentials, but we laid a solid foundation for future growth across multiple markets. All in all, a dream result for MUJI.

Sleep better knowing your SEO’s actually working.

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Better sleep, bigger results: +350% organic revenue growth for MUJI

Making MUJI more visible, relevant, and revenue-generating.

The challenge

The solution

The results

Sleep better knowing your SEO’s actually working.

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