atomi is 16 in Mandarin Gallery | The Art of Slow Retail: Why We Chose "Less is More" in a Fast-Paced World

By Andrew Tan Co-founder, atomi

On November 27, 2009, my wife Mitsuko and I opened the doors to our first boutique at Mandarin Gallery. If you walked past atomi in those first few weeks, you might have been confused. The shop was bare. We had a basic layout, a warm atmosphere, and almost no furniture for sale yet—just a curated selection of linens, tableware, and glassware.

I remember customers whispering their concerns, worried that we wouldn’t survive because we didn’t look like a typical, fully-stocked retailer. They didn’t know that this "emptiness" was intentional. It was the beginning of the atomi way. In a world obsessed with "fast fashion," instant gratification, and rapid scaling, we deliberately chose the path of Slow Retail. Here is why, 14+ years later, we believe that playing the long game is the only way to build actual value.

1. "Less is More" isn't just a slogan; it's a business model.
The notion of "less is more" has long been associated with Japan, and it is a critical philosophy in our management. We do not try to be the biggest shop on Orchard Road, nor do we aim to be the cheapest.

We bootstrapped the company ourselves because we needed the control to create a brand that suited the market without external pressure to chase unsustainable growth. We don't believe in the "fast fashion" style of retailing where products are produced without anyone in mind, leading to massive wastage. Instead, we focus on timeless classics—products made to last that you will still be using a decade from now.

2. Authenticity cannot be rushed.

atomi is the Japanese abbreviation of Andrew and Mitsuko. We are an eponymous brand, not a faceless corporation or a tech algorithm (we are not Atome or Atomy!).

To curate truly authentic "Japanese Designs x Comfortable Lifestyle" , we spend our time travelling to prefectures like Gifu and Aomori, meeting artisans face-to-face. We work with partners who have centuries of heritage—woodworkers who plant trees for future generations and potters who glaze each item by hand. You cannot automate these relationships. You cannot "growth hack" trust.

3. Resilience over Speed.
The "fast" world often breaks when it hits a speed bump. The "slow" world endures.

Our slow, organic growth made us robust enough to weather storms that toppled others. We stood by our suppliers during the 2011 Great East Japan Earthquake when others pulled away. During the COVID-19 pandemic, as the world locked down, we retained every staff member without pay cuts, pivoting to e-commerce and carefully managing our lean operations. We didn't burn through investor cash to acquire customers; we earned our keep daily, serving one customer at a time.

The Future is Slow
Today, as we look toward the future, we are doubling down on this philosophy. Whether it is through our consultancy work helping others navigate the Japanese market, or our upcoming plans to blend retail with gastronomy, we remain committed to quality over quantity.

To our long-time friends and customers who have walked this journey with us since 2009: thank you to those just getting to know us: welcome to atomi.

We invite you to slow down, visit us at Mandarin Gallery #04-26/27, or browse our collections at www.atomi.shop.

Experience the luxury of time, the warmth of wood, and the true spirit of Japan.