Marie Kondo has had a few bouts of American fame. Around 2015, the Japanese cleaning guru’s best-selling book The Life-Changing Magic of Tidying Up inspired untold closet clean-outs and garage declutterings. In 2019, her Netflix series, Tidying Up With Marie Kondo, performed a similar trick, emptying overstuffed American homes by teaching their harried owners her joy-prioritizing “KonMari” method.
Now Kondo is back for her third act. Instead of imparting further organizational wisdom or deepening her theories of domestic joy, though, she’s trying something new: selling $275 distressed-brass vases and other housewares and wellness products to fill up all that newly empty space.
Earlier this week, Kondo announced a new online shop on her KonMari website. She has been selling a line of storage boxes for her tidying methods since 2018, but this new venture is different. Much of its inventory is mundanely minimalist, such as dove-gray bath linens and food-storage containers in neutral shades. (Even KonMari obsessives have leftovers.) The store ships only to the United States, but sells many high-end Japanese tools, such as handmade matcha whisks and hand-whittled shiatsu sticks.
Like Gwyneth Paltrow’s luxury-wellness emporium, Goop, KonMari also occasionally veers bizarrely pseudoscientific. Air fresheners promise to inspire motivation or romance. A rose quartz comes with a tuning fork to bonk against it, “to amplify the healing properties of crystals.” Look closely, and you’ll see evidence that the student might one day become the teacher. Goop sells $80 gem-containing water bottles, claiming that the crystals imbue the bottles’ contents with good vibes. Kondo also sells a gem-containing bottle, and it costs $98.