Miki House taps 'Made in Japan' appeal for $760 kids pyjamas as home market shrinks

TOKYO : Japan's Miki House, a maker of luxury baby and children's goods in a country with ever-fewer births, is looking overseas for both production and customers for products like its 100,000 yen Gold Label brand pyjamas.

Privately-owned Miki House, like other Japanese companies, is contending with a shrinking workforce, with an estimated shortage of 3.41 million workers by 2030, according to labour policy research group Recruit Works Institute. When Kimura founded Miki House in 1971, Japan had about 2.6 million births a year and was undergoing a rapid economic expansion that prompted parents to splurge on fashionable goods for their youngsters.Japan's Fast Retailing, the nation's biggest clothing seller and owner of bargain brand Uniqlo, manufactures almost all of its products overseas.

The brand's Japanese heritage helps support its quality position and higher prices, said Neil Saunders, a retail analyst at GlobalData.

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