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The Irony Of Marie Kondo’s E-Com Store

The tidying guru has just launched an online boutique, selling over 100 lifestyle products. Does the cleanfluencer want to re-clutter your home?

Emma Firth | 19.11.2019

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Marie Kondo inspired a national decluttering. If that plant pot or pair of jeans didn’t 'spark joy' in your life? Bin or donate it. The infectious 'KonMari' method of home organisation for those less familiar: rid yourself of unnecessary items and, instead, focus on what you do have and want to cherish. Now the star of the Netflix series Tidying Up with Marie Kondo wants us to, um, re-clutter.

The cleanfluencer has just launched an online boutique on her website, KonMari.com, featuring more than 100 lifestyle products from soaps to leather slippers. And truth be told, we’re all a bit confused. Should the woman who cast subtle shade over peoples hoarding tendencies (guilty), really be encouraging us to purchase more stuff?

We’ve all been there: after smugly relegating mountains of unwanted items to the charity shop, after a time we get the urge to purge itch. Sure, that 10-year-old mirror discarded in the attic didn’t quite hit the spot – but that doesn’t squash the desire to find one, we do really, really love.

"What's most important to me is that you surround yourself with items that spark joy."

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Kondo says she is not encouraging "over-purchasing anything". In an interview with the Wall Street Journal she explains: "What's most important to me is that you surround yourself with items that spark joy."

"The goal of tidying is to make room for meaningful objects, people and experiences," Kondo wrote on the website. "I can think of no greater happiness in life than being surrounded only by the things I love."

You could say the digital boutique’s aim to buy fewer, more meaningful products is actually aligned with Kondo’s philosophy then. Items that passed Kondo’s joy-test include a shiatsu massage stick, tuning fork and a crumb brush. Question is, do they pass yours? We’ll let you be the judge.

images | shutterstock

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