Marie Kondo, who achieved global fame for her tidying and decluttering method, has opened an online homeware store.
The Japanese tidying guru advocated the ‘KonMari’ method of removing everything that doesn’t “spark joy” from your home, discarding items which have either outlived their purpose making sure you "thank them" for their service.
This approach (which also saw Kondo teach people everything from how to correctly fold socks to organising your suitcase and makeup bag) became synonymous with minimalism and a paired-back approach to decorating.
It was so popular that Kondo was given a book deal, ‘The Life Changing Magic Of Tidying Up’ and her own Netflix show ‘Tidying Up with Marie Kondo’.
But it seems Kondo was actually playing the long game and now wants us all to replace the stuff we threw out with items from her curated online store.
The website, Konmari.com, has several different categories of product including decor and living, tidying and organisation, tabletop and entertaining, cooking and kitchen, bath essentials, aromatherapy and books.
Items include a brass incense holder for $40 (£31), a linen kimono robe for $115 (£89), a shiatsu stick for $12 (£9), a matcha whisk for $30 (£23) and a $200 (£155) tea container.
In a message posted on the website, Kondo says: “The goal of tidying is to make room for meaningful objects, people and experiences.
"I can think of no greater happiness in life than being surrounded only by the things I love.”
On another page, she says her method was never about “getting rid of things”.
She explained: “It’s about heightening your sensitivity to what brings you joy. Once you’ve completed your tidying there is room to welcome meaningful objects, people and experiences into your life."
The store was launched weeks after Rakuten, Japan’s biggest e-commerce site announced a commercial partnership with Kondo.
In a comment to the Wall Street Journal Kondo contests the idea that she’s encouraging people to replace items she told them to throw away.
“What’s most important to me is that you surround yourself with items that spark joy, if the bowl you’re currently using sparks joy, I don’t encourage replacing it at all.”
But Twitter wasn’t buying it. One user said: “Marie Kondo is a genius hustler. Convince everyone to throw out their useless homewares, sell them some new useless homewares.”